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•Brief History of Storytelling
•The Science of Storytelling
•Challenges in 2016
•Q & A
•Amazon Giftcard Giveaway
Can marketers be storytellers?
How do you separate
Once upon a time...
The earliest form of storytelling that has
been discovered is from the caves in
the Pyrenees Mountains in France
dating between 15000-13000 BC
Evolution of Storytelling
What can we learn from our Ancestors?
● Storytelling is an evolutionary mechanism that
helped keep our ancestors alive.The theory is
that if I tell you a story about how to survive, you’
ll be more likely to actually survive than if I just
give you facts.
● A narrative works off of both data and emotions,
which is significantly more effective in engaging
a listener than data alone.
The Science of Storytelling
• Cognitive Load Theory explains
that our minds can easily
become overloaded if required
to process too much complex
• Once our brains reach capacity,
information passes through our
minds, but does not stick.
Data Vs Stories
Across 2013 and 2014 the
output of content per
brand increased by 78%,
but content engagement
decreased by 60%
Did you know…
The average human attention
span in 2000 was 12 seconds,
and by 2013 it was 8 seconds.
That puts us one second shorter
than a goldfish.
In 2015, U.S. adblocking
grew by 48% to reach 45
million active users.
Of those surveyed not currently using
ad-blocking, 41% say they would
consider using the tool if the quantity of
ads typically increased
Source: PaigeFair and Adobe
56% of U.S. consumers
said the number of brands
they consider for a given
product or service has
over the past 10 years
Attention Spans + Competitive Market + New Media
Challenges in 2016
“Storytelling -- is joke telling. It's knowing your
punchline, your ending, knowing that everything
you're saying, from the first sentence to the last, is
leading to a singular goal, and ideally confirming
some truth that deepens our understandings of who
we are as human beings.”
- Andrew Stanton, Pixar
The hero’s journey is the common template successful movies
have followed and can help your brand become a rockstar
Crafting the Story
● 3 act structure
● Setting & Characters: Your brand
and value prop / others in your space
● Problem: Audience pain points
● Rising action: How does your brand
● Climax: The solution
● Falling action: Next steps
● Denouement: Advocacy