Why storytelling trumps facts-based telling in building an audience

November 3, 2014

As we are seeing explainer videos from more and more businesses, we tend to see them as engaging more viewers and prospective customers. But the way of telling (and showing) the message is important too. 

At Kukuzoo, we have often written that storytelling is what really matters in building an audience. But why not facts-based explanations? Let’s backtrack a bit and talk about the biology of the human brain.

The human brain is a complex organ. Different parts of the brain do different things, based on the kind of stimulus a person perceives.

The reason why most technical and academic presentations don’t stimulate us very well is because they tend to activate Wernicke’s area and Broca’s area. These two parts of the brain are only responsible for processing language. If you are reading a text that only explains an idea very dryly, there’s a good chance that Broca’s and Wernicke’s area are the only parts of your brain that responds to such stimulus.

In other words, when you are exposed to just facts without a narrative context, you start to interpret them only in terms of words and meaning. 

That’s not enough to create an effective explainer video.

On the other hand, a compelling story along with fun, friendly animation is stimulating to a viewer more fully. Not only does he or she process words and meaning, but also feel the emotions behind the story (frontal lobe), descriptive sensations such as way of touch or taste (sensory cortex), seeing characters that move (motor cortex) and understanding the context such as pain point and plot. 

When you watch a movie, couldn’t you help but remember the settings, how the characters look, how they speak or act, and how the plot is progressed from beginning to end? 

Our brains are wired for storytelling. And nothing attracts us or appeals to us but narrative context. In the end, stories are what get shared amongst people and help them identify with your brand. And when they are created properly in video, the potential of virality could be enormous.

So when you create your next explainer video, keep in mind what you want your audience to come away with. Are you trying to connect with your prospects through dry facts, or a compelling story?





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