Some 29% of SMB leaders say they created a storytelling-focused job posting in the past 12 months, according to recent research from Clarify Capital.
The report was based on data from a survey conducted in February 2026 among 719 leaders at small- and medium-sized businesses.
Some 41% of respondents say storytelling is currently part of someone's existing responsibilities at their business, and 39% say they are consolidating content writer, social media manager, and brand strategist roles into a single storyteller position.
Respondents say the storytelling skills they struggle to find most are brand voice and tone consistency, deep industry knowledge, and cultural awareness.
Some 69% of SMB leaders say human storytellers are becoming more valuable in the age of AI.
Respondents say the top outcomes they expect storytelling to drive are brand awareness and customer loyalty/retention.
About the research: The report was based on data from a survey conducted in February 2026 among 719 leaders at small and medium-sized businesses.
