Brands/Products
How Effective is Storytelling in Marketing?
By Kenneth Horsfall
To begin with, what is storytelling generally? According to wikipedia.org, storytelling is the social and cultural activity of sharing stories, sometimes with improvisation, theatrics or embellishment.
Every culture has its own stories or narratives, which are shared as a means of entertainment, education, cultural preservation or instilling moral values.
Crucial elements of stories and storytelling include plot, characters and narrative point of view. The term “storytelling” can refer specifically to oral storytelling but also broadly to techniques used in other media to unfold or disclose the narrative of a story.
Storytelling is one of the oldest yet most powerful communication tools we have as humans. Stories help us to share, engage and comprehend in ways few other mechanisms can.
In marketing, storytelling provides an avenue to connect to consumers unlike any other. Brands are empowered to share and sell their values and personality in a form that feels less like advertising and more like a concerted effort to strengthen customer relationships.
Storytelling’s importance to marketing is undeniable; Jennifer Aaker, a professor at Stanford’s Graduate School of Business, puts forward three core reasons as to why:
- Stories Shape How People See You
- Stories Are Tools Of Power
- Stories Persuade And Move People To Action
- Stories shape how people see you:
Brand narratives help form perceptions and attitudes. How people speak about and the way a brand presents itself all influence key metrics such as purchase consideration and brand loyalty. There is power in crafting stories to develop a desired identity and authenticity that hopefully resonates with consumers.
Try thinking about a brand you particularly like. Now imagine they were a person. How would you describe them to friends?
- Stories are tools of power:
One of the best things about a great story is the ability to engross and capture an audience completely. Think about the last book you read that you just couldn’t put down or a party you’ve been to where someone shared an anecdote that had people hooked on every word. Often is the case, you’re completely absorbed in what your reading/hearing and time feel like it slows down around you.
In the world of marketing, communicating a great story has the potential to cut through much of the monotony of today’s advertising by presenting something that is unique and captivating, making consumers stop and listen.
- Stories persuade and move people to action:
Stories are far more impactful in promoting retention and behaviour than functional messaging. A London School of Business study found that when people hear statistics alone, “they retain only 5% to 10%” of what they’ve heard. Yet, “when stories are used to convey the same information, retention jumps to a remarkable 65 to 75%.”
Now, understanding the importance of storytelling, what makes an engaging story? How do marketers create a desired feeling and experience for their consumers to help drive brand connection?
Matthew Luhn, story consultant and animator known for his work in Pixar movies such as Toy Story, Ratatouille and Inside Out, shares five core elements he believes all great stories should possess:
- Hook
- Character transformation
- Connection with the audience
- Authenticity
- Structure
- Hook:
The hook relates to the story’s core theme. In essence, what will draw people in and make them compelled to see what is about to unfold? Luhn explains it usually needs to be something unusual or unexpected to grab the audience’s attention immediately.
- Character transformation:
Once you have captured the attention of the audience, it is important to take them on a journey. Stories inspire transformation. People tend to live vicariously through characters. It is, therefore, essential to question; what is the message we are hoping to convey, and how will this advertisement effect a change in the consumer?
- Connection with the audience:
A story may be expertly crafted in hook and transformation, but if you don’t truly understand the audience you are trying to appeal to, it is likely to become lost or ignored. It’s not simply a case of knowing demographics either; a strong comprehension of things like audience values and motivators is critical for connection. Luhn uses the example of Ratatouille:
- Authenticity
Authenticity is perhaps one of the most difficult aspects of storytelling in marketing, Consumers are often wary that they are being advertised to. It is, therefore, important to communicate something that comes from a piece of truth based on enduring insight rather than something that feels manufactured.
- Structure
Finally, how the story is told is critical for its success. Simply put, structures that comprise a set-up, conflict and pay-off are believed to be most effective in storytelling.
Storytelling is a powerful method of learning. As marketers, we should always seek to learn more about the world we live in, the brands we represent, and the consumers we serve. One of the things that are unique about stories is that they transmit knowledge and meaning. We learn from observations and first-hand experiences and by sharing those experiences through stories.
Storytelling can be a powerful tool that enables marketers to understand what is going on in the marketplace and what that means for the customer, consumer, society, brand, and company.
In addition to being an important strategic tool, storytelling can be an important tactical tool that lets marketers engage consumers in a fragmented media world. Because there is such media fragmentation, consumers are not just looking for different experiences but different delivery. Why should a consumer give you their time? Storytelling isn’t just a creative approach to marketing. It gives your consumers a totally different entry to your brand.
Kenneth Horsfall is the creative director and founder of K.S. Kennysoft Studios Production Ltd, fondly called Kennysoft STUDIOs. Kennysoft STUDIOs is a Nigerian Video and Animation Production Studio. He is also the founder and lead instructor at Kennysoft Film Academy. He can be reached via di******@*************io.com
By Modupe Gbadeyanka
As part of efforts to expand its national retail footprint, Airtel Nigeria has rolled out 350 of the planned 500 premium experience centres designed to bring faster, more convenient service closer to millions of Nigerians.
Built as compact, high-efficiency touchpoints, the newly launched shops are designed to enable subscribers complete all transactions such as Home Broadband, Fibre and Outdoor Units Subscription, Postpaid Plan Subscription, Enterprise Applications Enquiry and Subscription, as well as Prepaid Product services such as SIM registration and Data Plan purchase, other enquiries and comprehensive account support.
They have been integrated into Airtel Nigeria’s broader customer experience agenda, which have seen the company continue to invest in digital self-service platforms, AI-powered customer support, nationwide customer forums, and significant network expansion across the country.
The rollout emphasises the organisation’s continued investment in customer experience and responds directly to feedback from customers seeking quicker access to everyday services without the longer waiting times that may be associated with larger retail centres.
At a symbolic launch held at City Mall, Onikan, Lagos, the Director of Sales and Distribution for Airtel Nigeria, Mr Joypratip Sengupta, said, “Our goal is to demonstrate our dedication to exceptional quality of service, and these new shops, by their design, location, and equipment fit right within our goal to deliver superior service to every one of our customers.”
He added that the expansion reflects Airtel Nigeria’s belief that excellent customer experience goes beyond technology to ensuring customers can receive support whenever and wherever they need it.
“Our business at Airtel is to ensure that we bring our services closer to our customers, and everything we do is centred on putting the customer first. These experience centres are open to help customers carry out their transactions faster and with greater ease.
“Whether you want to replace a SIM, purchase one of our routers, recharge airtime or data, or resolve any service issue, you can now do so more conveniently and closer to where you are,” he further stated
He explained that the initiative represents a significant update to Airtel’s retail strategy, placing greater emphasis on accessibility, speed, and convenience.
“These express shops are designed to reduce traffic at our larger shops while giving customers faster access to the services they need. More importantly, they reinforce our vision of building the most accessible customer service network in Nigeria. As the telecom operator with the country’s largest retail footprint, we will continue expanding into more neighbourhoods, making it easier for customers to connect with Airtel wherever they are,” Mr Sengupta noted.
In her remarks at the launch, the Head of Shops and Retail Postpaid Business at Airtel Nigeria, Ms Lynda Amechi, disclosed that the new retail model was born from listening to customers and reimagining how Airtel delivers its services.
“At Airtel, some of our best ideas come directly from our customers. One of the recurring concerns we received was the time customers sometimes spent waiting at our larger experience centres, even when they only needed simple transactions completed.
“We listened carefully and realised that many of these requests could be resolved within minutes if we brought our services closer to the communities where customers live and work.” She said.
By Modupe Gbadeyanka
A new social entertainment platform designed to redefine how people participate in the digital economy by rewarding users for watching, streaming, and creating content has been launched by Starbase Technologies.
The platform, Yolly, features a rich spectrum of content spanning entertainment, sports, lifestyle, education, technology and live events.
The initiative introduces a new approach to online participation by recognising that everyone who contributes to the internet deserves the opportunity to share in the value they help create.
Designed for today’s upwardly-mobile creator economy, the platform enables viewers, creators and brands to participate in a trusted digital ecosystem where meaningful engagement is recognised and rewarded.
Yolly was launched to create value for every participant in its ecosystem through Stars, its native digital rewards currency, which users accumulate through meaningful participation across watching, streaming and creating content.
Unlike conventional social platforms, where monetisation is often reserved for creators with established audiences, Yolly enables creators to earn from their very first stream, removing follower thresholds and equipping emerging talent with features such as gifting, Boosts from day one and the Founder Creator badge to help them grow their communities.
Viewers, meanwhile, can earn Stars simply by watching the content they love, with rewards available from their very first session, under the watch+ category.
For brands, Yolly replaces impression-based advertising with a transparent model built on verified, engaged attention. Supported by per-minute performance metrics, real-time dashboards and brand-safe controls, the platform enables businesses to measure engagement more accurately while connecting with audiences in a trusted digital environment.
The Head of Business for Yolly, Mr Emeka Okenwa, said the platform’s rewards economy has been designed to prioritise wholesome content over viral moments while creating meaningful opportunities for everyone who contributes to the digital ecosystem.
“The platform has been developed on the premise that the future of the creator economy should be more inclusive, more rewarding, and built around genuine communities rather than algorithms alone,” he added.
Mr Okenwa noted that Yolly was built on the principle that social platforms should encourage wholesome, family-oriented content while giving viewers, creators and brands a safe environment to connect, create and grow.
A friend of mine runs a small online shop that sells handmade ceramics. Like many independent sellers, she does almost everything herself. She makes the products, photographs them and packs every order.
Hiring the professional photographer has never really fit her budget. So, she relies on her phone for product photography.
Her shop had been running smoothly, but the momentum behind sales seemed to have slowed. She wasn’t getting negative feedback, yet she felt more people were visiting the site than actually buying. She assumed pricing or competition was the problem, and asked me to take a look.
After spending some time browsing her store, one thing stood out right away.
Products themselves looked beautiful—the photos didn’t do them justice.
Some images appeared slightly soft, while others had a warm yellow tint from indoor lighting. A few close-up shots didn’t capture the texture of the glaze that made each piece unique.
Once I pointed it out, she admitted she had noticed the same issues but didn’t think they mattered much.
Her view was simple: if the product was good, customers would see that eventually. But that is actually not true.
Why product visuals matter more than most sellers expect
When customers shop online, product photography carries most of the weight.
Shoppers typically decide in seconds whether to stay on a page or move on. The images that appear flat, inconsistent, or poorly lit can undermine trust in the entire store, regardless of how strong the actual products are.
Professional brands put a lot of money into product photography, and editing to keep every image looking consistent. Most independent sellers don’t have those resources. So, they depend on a phone camera, available daylight, and a simple home setup.
This was exactly the situation with my friend’s products. They looked great in real life, but put next to other products, her photos made them look like low-quality items.
Testing a different approach
Instead of reshooting everything, she started with what was already live on her site.
She picked a few product images that represented her main listings. Two were ceramic mugs taken on a cloudy day near a window. Lighting in these shots was flat, and the colors were greyish. The glazing, which appeared richer in reality, was somewhat less vivid in the photographs.
Another image was a bowl shot under warm kitchen lighting. That one had the opposite issue. The tone shifted too yellow, which made the white glaze look closer to cream instead of neutral white.
She ran the mug photos through Wink’s AI image enhancer to see if they could be improved without changing the actual product or reshooting anything.
There were no dramatic differences in a flashy way, but we noticed a change when the two were compared. There was an improvement in the balance of colors, and the grey tone decreased.
The surface texture of the glaze also became easier to see, which mattered because that texture is part of what makes handmade ceramics appealing.
The other bowl photo improved in a similar way.
The warm cast pulled back toward something neutral. Small details that were slightly lost before became easier to notice.
We first came across Wink while looking for simple tools that could help my friend improve the photos on her ceramic store without needing a full reshoot. The early results were good enough that she decided to update more of her product catalog.
A simple workflow that worked for her
Comparing the outcome of her efforts, she did not want to overthink things. She concentrated on the items which had the most clicks instead of trying to edit everything else.
First, she worked on the main pictures making the colors accurate without making anything blurry or dark because of improper lighting. Next, she improved several short videos in order for customers to see how the glaze looked.
Before replacing the images on her store, she compared the updated versions with the originals on both her phone and laptop. The changes were subtle, but the product pages felt much more consistent.
The biggest benefit wasn’t that the products suddenly looked different.
They looked more like they did in real life.
The handmade details were easier to see, the colors felt more accurate, and the overall presentation gave the store a more polished appearance. She also avoided spending another weekend photographing products she’d already shot once.
Who should actually try this
- Etsy and Shopify sellers: If you take your own photos, this is the quickest upgrade you can make. Product pages look better. Ads look better. Social posts look better.
- Dropshippers and POD brands: Supplier photos are often low-res or inconsistent. Clean them before use. Your store will look more original.
- Marketers running UGC ads: Creator videos are gold, but often noisy or soft. Quick cleanup makes them ad-ready without a re-shoot.
- Makers with archives: Have 2020 product photos that still get traffic? Enhance them instead of re-shooting discontinued SKUs. This isn’t for luxury brands with art directors. It’s for the rest of us.
The takeaway for small brands
Buyers don’t read first. They look.
If your visuals are blurry, dark, or inconsistent, you lose sales before the description loads. You don’t need a studio. You need your current assets to be clear.
Wink makes that practical. It took my “amateur” mug photo and made it professional enough to sell. No new gear. No learning curve.
Test it on your worst product image. For a small business without a studio or a large budget, that’s a practical improvement worth making.
