The Importance of Storytelling in TV Commercials & Digital Video Marketing | Spin Creative
The Importance of Storytelling in TV Commercials & Digital Video Marketing
Feb 2014 02

One of the biggest differences in marketing today versus marketing, say, 20 years ago, is that audiences now expect you to do much more than simply tell them why they should buy your product. Today, it’s more important than ever that you do everything you can to forge an emotional connection with potential customers, and the best way to do this is through effective storytelling in your advertisements.

When you look at the advertisements that see the most viral success, almost all of them have this in common: they contain well-crafted stories that make people feel something. The tone could be humorous, sad, uplifting or eye-opening, but it almost certainly contains a clear story structure. This is a fairly recent trend that is the result of a marketing evolution that’s taken place over the past decade or two.

Here are three major reasons why storytelling is so important in your video marketing efforts:

  • Stories help people better relate to your business. This isn’t really a new development; since people have been able to communicate, storytelling has been an important part of how we relate to each other. By shrinking stories down into 30- or 60-second windows in advertising, you can better captivate a person’s attention and get them invested in your brand.


  • Storytelling is more subtle. Sure, the point of a commercial is to sell something, but people don’t like being given sales pitches. Commercials crafted in the style of a story allow people to read between the lines and pick up the message themselves without having it hammered into them by repeated sales pitches. This is much more effective, as it feels like the viewer is sharing an experience with your brand, rather than being pushed into buying something by a sales person.


  • “Show, don’t tell.” This is one of the biggest rules of writing and advertising. You can tell people how great your company and products are as much as you want, but it’s always going to be more effective to show the benefits of your brand and what it does for people. This ties in with the greater subtlety that comes with storytelling in advertisements.


At Spin Creative, we specialize in crafting unique, creative visual stories for all of our clients in a wide variety of industries. What is the story that you want to tell for your brand? Contact us today and let us help you make your story heard.

About Spin Creative
Spin Creative is a creative agency and film and video production company specializing in high-craft, high-care TV and digital commercials, brand and marketing videos. We design each project to engage viewers, increase audience reach and ultimately help power the success of your campaign, idea or business. If you need high impact TV and digital video storytelling to propel your brand, shoot us an email at or call us at 206.686.6278 (Seattle) or 415.767.3645 (San Francisco). Our offices are in Seattle and San Francisco but we travel all over the world for our clients.