The human experience has always been intertwined with narratives. We yearn to hear tales, to imagine ourselves as characters embarking on journeys, overcoming hurdles, and achieving triumphs. Could it be that in the pursuit of cold, hard facts, we’re sidelining the innate human craving for connection?
The science of storytelling has long held that the brain engages with stories uniquely, releasing chemicals like oxytocin that foster empathy and connection. Is it wise to forfeit such an enchanting mechanism in favor of clinical presentations? But let’s step behind for a fraction of the time. Years ago, storytelling has become a part of marketing culture.
Thousands of great videos were made, and storytelling was not only an integral part of it, but its main element, a pusher that moves the whole idea further. Right now, countless courses teach people how to “storytell” properly. But something has changed. 
A Turn to Complex Storytelling
After a number of social changes, storytelling is way more different for brands these days. Gone are the times of straightforward, product-centric ads. Instead, modern commercial videos weave compelling narratives that resonate emotionally with viewers. These narratives often tap into universal themes, values, or social issues, aiming to create a lasting impact rather than just a fleeting impression. The simple structure we used to have is not… convincing enough to make the video work.
So what has changed?
- Concise Form. Videos are mostly incredibly short, so you have to squeeze and make your story structure as short as koan; “First-Person Narrative” Culture. People are really accustomed to vlogs and first-person narratives. This is what majorly affects storytelling structure. More “human” touch can be a really good alternative to traditional arcs.
- Personalization Matters. With the rise of technology and digital platforms, interactive storytelling has gained prominence. Brands now engage viewers by allowing them to make choices that influence the story’s outcome. This level of participation creates a personalized and immersive experience, fostering a deeper connection between the audience and the narrative.
- Linear Storytelling is no longer the Sole Approach. Non-linear narratives, where events unfold out of chronological order or from multiple perspectives, have gained traction. This challenges viewers to piece together the story themselves, fostering engagement and curiosity.
- Brand Story Ecosystems. Instead of standalone stories, brands are developing interconnected narratives that span multiple campaigns and initiatives. This brand story ecosystem allows for more depth and nuance, as well as the flexibility to adapt to different contexts and audiences. Empathy-Driven Stories. Building on the “human” touch, storytelling now emphasizes empathy. Brands are crafting narratives that showcase diverse perspectives and experiences, fostering understanding and connection among viewers.
- Narrative Teasers. Teaser campaigns provide glimpses of a larger story, sparking curiosity and anticipation. Brands are leveraging this approach to keep audiences engaged over time, gradually revealing different facets of their narrative.
- Cultural Relevance. Storytelling is increasingly influenced by cultural and societal contexts. Brands are tapping into current events, trends, and conversations to make their narratives timely and relatable.
- Embracing Subversion. Challenging traditional expectations and subverting genre conventions can make a narrative more memorable. Brands are taking risks by defying norms, sparking conversations and intrigue.
In this evolving landscape, brands are not just delivering messages; they’re co-creating experiences with their audiences. This shift necessitates a deep understanding of the audience’s preferences, behaviors, and desires, enabling brands to craft stories that resonate on a profound level.
As storytelling continues to transform, the brands that master these diverse structures will be better positioned to forge lasting connections and create narratives that endure in the hearts and minds of their viewers.
What Does It Change?
It is no longer about selling. At least about selling only. Brands are trying to create an environment for a community of supporters and also for a community of like-minded people around the values, they represent.
The medium is still a message, which in this case is new storytelling trends. This change signifies a broader evolution in how businesses perceive their role in society. They’re not just providers of goods and services, but contributors to culture, discourse, and even change.
Brands are acknowledging that they have a responsibility beyond profit, to connect with people on a personal level and contribute positively to the world. This realization has led to a remarkable transformation, where the goals of commerce and the values of community converge in the art of storytelling.
Summary
So, circling back to our contemplative question — do we still need storytelling in animated videos to achieve business goals? The answer seems to reside in the heart of what we, as humans, value. If we prioritize authenticity, emotional connection, and the enduring power of narratives, then storytelling remains not just relevant but indispensable.
