Our brains are wired to react to stories and storytelling, explains neuroscientist Ali Jennings.
In this, the fifth and final video of the Context Is Everything* series of interviews, Jennings explains how the brain responds to various elements of stories.
For example, when a story establishes stress, our brains release cortisol—attracting us to the story. When the stress is over, the story is resolved; we then exude dopamine—which rewards us. Jennings explains how this powerful combination of hormones is inextricably linked to storytelling—and that marketers can capitalize on it.
What's just as important about stories is that they are inseparable from the environment that surrounds them. And That fact has important bearing on digital marketing.
If we're showing video advertising on a website, then that context for the video is as important as the video itself. Our brains cannot, Jennings explains, distinguish between the story and its environment.
Watch the video to find out more details about how storytelling in context affects our brains:
*The Context is Everything series of videos presents highlights of discussions with neuroscientists, linguists, and behavioral psychologists about how people react to video messages in the digital environment. The series is a project of video intelligence platform vi, which connects publishers, content providers, and brands through video storytelling.
Continue reading "Neuroscience and Marketing Storytelling: Context Is Everything [Video]" ... Read the full article
Subscribe today...it's free!
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
You may like these other MarketingProfs articles related to Content:
- Create Content That Breaks Through the Noise (But Doesn't Break the Bank): Gene Foca of Getty Images on Marketing Smarts [Podcast]
- 15 Writing Lessons From Famous Authors [Infographic]
- Four Ways to Use Interactive Content to Succeed at Virtual Tradeshows
- Business Video Benchmarks: Content, Engagement, and Distribution Trends
- How COVID-19 Transformed Sales and B2B Content Marketing—and Five Ways to Adapt