We live in a time when people want to become “brands” and “people” brands. To do this, both try to convey an “image”, or sell an “idea”, using communication. But people today no longer want advertising and have installed ad blockers that identify and exclude advertising from computers.

But there are ads that become viral on social networks. They are shared and commented upon by thousands of people, because they are well told stories that convey emotions.

A story is always the best way to get attention. It needs to have “beginning”, “middle” and “end” and conflict is essential. There are no stories without “heroes”, “villains” and “victims” and all seek to convey a message, which will be the “moral of history”.

To draw attention to a company you also need to tell a story, keeping in mind that the brand is the message (or carries with it the message) that will resolve the conflict. When you tell stories you create empathy, so you need to know how to use it in favor of the brand, even because all brands have stories.

Those who work in social networks need to know their audience, create “personas” and tell you the stories they want to hear. Video is the best support for conveying emotions, but the main thing is to be a good storyteller so you can capture the attention of your audience, driving brand equity and driving the business.

Neuromarketing and emotional intelligence are fields of scientific knowledge that can be deepened by those who want to know more about how to work the emotions in business communication, but the essential thing to keep in mind is that “Publishing is easy, the difficult thing is to make it happen. visa”.


Notes from Martim Mariano’s speech in the first issue of Digitagy Talks.

Martim Mariano holds a degree in Childhood Education and a Postgraduate Diploma in Journalism. Worked as Journalist and Editorial Producer / Coordinator of Sports Programs at SIC Notícias. He is currently a trainer and specialist in Social Network Management, Digital Marketing and Digital Storytelling.