
The Science of Storytelling: Why Stories Captivate Our Attention
Storytelling is and always have been a fundamental part of being human, even if you’re unaware. You’ve learned how to tell stories that get you out of trouble, start deep conversations, help you remember important facts or make you the life of the party.
A powerful tool for communication and persuasion, stories can arouse our emotions, take us to new worlds and create an enduring influence – which is why marketers love using them.
But why, oh why, do stories work so well?
Science has some compelling answers for us. Let’s take a look into the effects of storytelling on the brain:
Mirror Neurons in Action
When you hear a good story, your brain lights up in multiple areas, stimulating the motor, sensory and emotional regions of the brain. This is known as neural coupling – a phenomenon that occurs where the listener and storyteller’s brains synchronize.
As you hear about a character’s triumphs, struggles, joys, suspense and sorrows, mirror neurons, a group of brain cells that activate when emotion or action are observed, fire off as if you are experiencing the story yourself, as if it is your story, too.
You feel what the character feels, making you an active participant in the story and more invested in their journey, according to the National Institute of Health. By creating a deep connection between an emotionally charged story and the audience, the story will more likely be remembered, acted upon and shared with others.
The Rush of Oxytocin
Another key player in the science of storytelling is oxytocin. Also known as the “love hormone,” oxytocin promotes feelings of trust and empathy.
An exciting story involving emotional experiences and characters will make your oxytocin levels rise, making it more likely that you’ll connect with the story and the person (or brand) telling it. This love drug’s “bonding effect” makes you more receptive to the message the story is trying to convey.
Dopamine and the Reward System
What’s going to happen next? We always want to know what is going to happen next! Whether it’s the next episode of a fave TV show or the next drama-filled day at work. Our brains are fantastic at both searching for patterns and making predictions about what is going to happen next.
A story laced with suspense or challenges provides a great framework for this process. As the story builds more and more suspense, your brain begins to anticipate the resolution. And that anticipation triggers a dopamine release – the neurotransmitter associated with pleasure and reward. You become so invested in the story that you have to see how it ends.
Crucial in how we process stories, dopamine enhances your memory and helps you retain the details of a story longer. Remember this when you are choosing between giving your audience a story and serving up some raw data. Nobody wants raw data! Give that data a story, please!
These are a few reasons stories hold such power over us, but the real question is: How can you use this information to improve your marketing and communications efforts?
Storytelling as a Marketing Tool
Storytelling is a powerful tool in the world of marketing. By weaving narratives into your messaging, you can build trust, engagement and loyalty and connect with your audience on an emotional level. Here’s how:
- Craft Compelling, but Relatable Characters: Create characters with flaws, dreams and fears that your target audience can relate to. No one is going to believe or care about a “perfect” character. Some level of relatability must be in play.
- Structure Your Story: Stories need a problem to be solved, a journey to be taken. Make sure your story has a clear beginning, middle and end. There should also be a clear main conflict and a satisfying resolution.
- Make Them Feel It: Feeling is the key! Don’t tell, make them feel what you’re saying, you feel me? Make your audience cry, laugh, feel suspense or joy. Evoke emotions to create deeper connection.
- Sensory Details: Rev up the imagination with vivid use of wordplay. Using sensory details will help immerse your audience into the story and bring it to life.
- Focus on Benefits: There should be no question of how this story benefits your audience. Tie the story to a central message, theme, lesson learned, takeaway or call to action. The message should be clear.
- Choose the Right Format: Whether it’s through how-to videos, customer testimonials, blog posts, social media, product pages or even customer service, choose the format that is best for your message and target audience.
By understanding the science behind storytelling, you can create marketing content that captures attention, builds stronger connections, and ultimately achieves your marketing goals. In a world overflowing with information, storytelling offers a unique opportunity to stand out and remains a valuable tool for anyone who wants to connect with their audience on a deeper level.
So next time you’re fashioning a marketing campaign, a presentation, or even a simple social media post, consider the power of storytelling. It might just be the secret ingredient that sets you apart.
References:
University of California, Berkeley, Greater Good Science Center. (2016, June 01). How Stories Change the Brain. https://greatergood.berkeley.edu/article/item/how_stories_change_brain
Martinez-Conde, Susana, Alexander, Robert, G., & Blum, Deborah. (2019). The Storytelling Brain: How Neuroscience Stories Help Bridge the Gap between Research and Society. Journal of Cognitive Neuroscience, 39(42): 8285–8290. Retrieved from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6794920/
1 thought on “The Science of Storytelling: Why Stories Captivate Our Attention”
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Very interesting. Good story and will definitely get others thinking about what you do and why.