The Secret Behind Great Videos: Narrative Transportation

What is Narrative Transportation?

Narrative transportation is actually a theory commonly referred to in psychology. It’s the concept that a person can become so immersed into a story (narrative), that persuasion and belief change can occur.

Narrative transportation has a direct correlation to the person’s enjoyment of the story.

That's why a good story is powerful.

It doesn't force anything on us.

It invites us to join the journey, to see event unfold, and to draw our own conclusions.

Utilizing The Psychology of Narrative Transportation for Storytelling and Marketing

When it comes to marketing, the power of persuasion shouldn’t be overlooked.

Rather than directly telling a prospective customer what to do, narrative transportation is a great tool to gently suggest something and utilize persuasion. No one likes pushy marketing!

This is why harnessing the power of storytelling in your marketing is important.

When we are watching a story, our brain processes information differently.

We are immersed in it, we empathize with the character, and we feel their emotions.

Why this matters

By targeting the emotional system of thinking in your audience, you’re more likely to form a favorable narrative, increasing emotional attachment to your business, and encourage them to act in a certain way.

When we are transported by a story, we are less likely to resist or rejects it message. We're more open to its influence.

Narrative transportation can be achieved in all types of marketing content, but most commonly, in video marketing.

Case Study: Starbucks's "Every Table Has Story"

Let’s look at an example.

Starbucks UK unveiled a heartfelt campaign titled “Every Table Has a Story,” in collaboration with the creative minds at Iris. Together, they spotlighted individuals who saw Starbucks as more than a coffee shop—it was their launchpad for aspirations.

Eli Vasiliou, the creative force at Iris, encapsulated Starbucks’s ethos: “To inspire and nurture the human spirit—one person, one cup, one neighborhood at a time.”

Crafting the Narrative: Starbucks and Iris’s Approach

Here’s the essence of their narrative craft:

They introduced us to an intriguing character, Kay Davis, whose unfulfilled dream loomed large.

They painted a vivid picture of her journey—her unwavering commitment, her passion, and her relentless pursuit of success as a creator and entrepreneur.

They drew us into her world of trials and tribulations, her moments of doubt and defeat—universal fears we all grapple with on our path to achievement.

They uplifted us with her resilience, her bravery, her boundless hope, as she persevered against all odds, fueled by self-belief and her vision.

This is a story that resonates deeply, and stirs motivation within us.

Starbucks positioned itself as more than a coffee shop—it became synonymous with the pursuit of dreams.

“Every Table Has a Story” stands out as a masterclass in marketing campaigns.