Gary Vaynerchuk once suggested every company needs to become a media company, creating valuable content customers can enjoy and interact with.
And he’d be right.
A recent Vanderbilt University study found that people had more positive reactions to advertisements that were told as stories than those who used facts and arguments.
Which is why native advertising such as sponsored ads, promoted posts, advertorial style or product placements have begun to take over from standard advertising tactics.
So why does storytelling resonate so much better with consumers brains than facts?