The digital marketing landscape has changed in the last few years as consumers move away from being sold a product to interacting with businesses that align with their values. Millennials and Gen Z are 60% more likely to buy from a business if they reflect their values.

In this blog, we will discuss how to weave storytelling into your strategy that is impactful and why authenticity is the number one value a business needs to embody.


How can you create content that resonates with your target audience?

Authenticity and Story-telling.

Businesses such as Nike and Air B’n’B actively promote their products and services with authenticity which has led to them building a community of loyal customers who will happily post about them.

Storytelling is at the heart of inbound marketing because it taps into people’s emotions, making the brand down-to-earth where people can connect with the people behind the brand.

Through storytelling and authenticity, companies can inspire, educate, and motivate customers to align with the businesses values and buy from them.

How do Nike and Air B’n’B utlize storytelling and authenticity?

Storytelling is about context and the narrative. In storytelling, there’s always a main character who goes through struggles but comes out the other side.

Nike utilizes this in their strategy by collaborating with celebrities and athletes who share motivational stories about their journey.

Their storytelling goes beyond product features and inspires their customers because they tell real life stories. The main character in Nike’s story-telling is you.

From their choice of high-profile athletes such as Michael Jordan and Serena Williams, along with their slogan “just do it” which represents resilience and celebrates the spirit of determination, Nike has built a community of inspired customers.

Air B’n’B has taken hospitality by storm, connecting travelers with unique accommodations all across the world. 

This creates a global community where travelers across the globe can connect and share their experiences through reviews, photos and their own personal experiences.


Businesses such as Air B’n’B have started using UGC (User Generated Content) to promote their services and have seen an increase in brand engagement up to 28%.

The use of UGC by businesses makes them more trustworthy and transparent.

81% of customers require trust in a business before purchasing from them and this is yet to increase.

Both businesses have used storytelling and authenticity to resonate with their target audience but also invoke an emotion within them that drives them to be brand advocates.

storytelling, social media, authenticity


The three pillars that underpin consumers confidence in a business are trust, transparency and timely responses which both businesses have clearly weaved into their strategy.

Authenticity in business fosters credibility, relatability, and builds long lasting relationships with their customers.

Story telling elicits an emotional response and taps into universal emotions such as nostalgia or inspiration that imprints in the minds of their audience.

Strategies to implement authenticity and storytelling

  1.       Know your story

Many businesses fail to have a mission, value or vision statement in place that tells the story behind the brand. People can’t connect with a business if they don’t have their hero story that led them to where they are now.

What values does the business align with? What are its origins? What are the struggles the business had to get past to succeed? Where will the business be in five years time?

  1.       Know your audience

Once you know the narrative of the business, research your target audience. Their demographics, psychographics, what are their pain points? You need to understand who is reading, viewing or listening to your story and how you can inspire them.

  1.       Know your message

What do you want your audience to experience? Do you want them to feel inspired to carry out an action or relate to the failures and the wins of the business?

 Do you want to tap into universal human experiences? Humanizing the business and talking about the values the business stands by has become a factor in how consumers buy.

They want to buy from brands that align with the same shared values and what you stand for.

The Neuroscience behind storytelling

Storytelling, authenticity


A story has a beginning, middle, and an end that’s its readers or listeners through a journey.

This can be through the struggles the businesses came up against but powered through, stories where you address people’s objections before they voice them or show a change in their perspective or skills led to increased results.

But why do some stories invoke an emotion and others not?

A recent new scientific term called “neural coupling” can help explain this.

In simple terms, compelling stories create empathy and connect with the listener which in turn leads to their brain activity synchronizing with the storyteller.

The listener responds to the storyteller and the events they are talking about as if it was their own experience. They feel the same emotions in the story and are taken on the journey too.

A businesses story helps customers remember them, not because of their products and services but how the business makes them feel.

The impact of storytelling is immense for businesses when told correctly, resulting in a genuine reaction within the mind which in turn leads to an impact on desired actions.

People listen to people.

All good stories must come to an end

The world of digital marketing is ever-evolving but the values stay the same.

A business that’s authentic towards its customers will create genuine connections and build customer loyalty.

Trust and transparency are what customers are asking from companies and the use of storytelling fosters this customer relationship making the business relatable.

It isn’t about what the products or services do but rather how the products and services make them feel.

Emotion is the one driver for people to make an action and weaving it into the strategy brings the customer along the journey.

Our GoViral Conclusion

With consumers being wary of inauthentic marketing now more than ever, businesses need to be clear about their values and brand messaging.

Businesses that tell its story and show behind-the-scenes have a higher chance of creating an engaged community and brand advocates.

Storytelling and being authentic is a powerful strategy in Inbound Marketing that can make your business stand out. 

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Contact GoViral Digital today to learn how our expertise in inbound marketing can enhance your brands presence!