The craft of storytelling

Stories have always inspired, educated and intrigued people, from folks tales to poems, songs, films, novels, and photos. We are born to tell stories and our brains are made to remember them much easier than facts.  It seems we can never get enough of good stories. How come? 

Our body releases  Oxytocin, a hormone that enables us to experience the story as if it was happening to us. We empathize with the characters, immerse ourselves in the plot and become a part of it.

On top of that, anticipation and suspense in a story make our body release dopamine, a hormone that makes us feel good. Greater the suspense, greater the dopamine release and who knew this better than the great master himself, Alfred Hitchcock. His stories survived until today because he understood the impact they have on us.

So is it really surprising that web became all about storytelling? No, not really. What is perhaps more surprising is that it happened so late.

Content providers have realized it's not just enough to tell a story - it has to be a good one if you want to attract the attention of the audience. Interactive and immersive stories like the Snow Fall are changing the standards of good content and new exciting storytelling tools are inviting to perfect the craft.

Storytelling has affected also discussions about measuring the quality of content. As it turned out, it's not all about clicks and shares. Perhaps everything, we thought we knew about the web, was wrong and it's time to rethink how we measure content performance.

So in case you've been wondering if the storytelling can save your content - it can, if you know how to tell a story.