The Importance of Engaging Storytelling

People are experiencing brands in new and exciting ways every day, and the corporate space is struggling to keep up. Often overlooked in a sea of keynotes, charts, and graphs, is the storytelling element of live events, experiences, and content. The storytelling element is a critical part of connecting a brand to attendees on a deeper level. Here are three key areas to consider on the importance of storytelling at live events.

1. Know your audience. Talk to them the way they want to be talked to, using a medium that makes sense.

Every attendee has a preferred method for navigating the saturation of content in today’s world. Whether it be watching an ad on TikTok or viewing the latest immersive experience in a museum. Content can be both customized for the individual preferences and accessible at nearly any moment. Tools like AI are only making this process more refined, intentional, and perfected.

It’s our duty as leaders in the corporate space to effectively promote our company’s core messaging and values to our customers and employees. Messaging should not only be focused but should generate inspiration. It’s time to think beyond the same old slide deck. From the moment an attendee receives an invite to when they’re sitting down for a general session, each person needs to feel like their time is respected and valued. Above all, they need the message to matter.

2. Be authentic and tell your real story, no matter how exciting or boring you may think it is.

The first step to sharing a compelling story is recognizing every leader in every part of a business has a unique story to tell. The story doesn’t need to be highly creative to be successful, it just needs to be real. If we don’t connect and establish trust with our attendees from the beginning, any following presentation on stage or screen isn’t worth the effort. It doesn’t matter if you’re trying to sell a brand of beer or sharing the company’s Q4 results, if you aren’t being authentic then you’ve already lost.

Something as simple as a personal opening anecdote from a presenter, or a meaningful piece of content to start a session can go a long way in developing a bond with your attendees. Once interest is peaked, you can get down to business.

3. Consider new ideas or new technologies, but only if you’re doing it intentionally.

AI? Great. Mixed reality? Fun. The metaverse? DOA.

I’d be lying if I said I didn’t think that AI was going to change the world. It already is. The point is that without the people who think, prompt, create, write, design or test these technologies, all we have left is hype. Each technology is a tool, and every tool is only as good as the person wielding it.

We are experts in the world of emotive human connection, which means monitoring the intention and impact of technology needs to be top priority. Technology can certainly help us along the way, but like any tool that has come and gone, it has a time, a purpose, and even an expiration date. As leaders we must remain innovative but be weary.

Originally published Apr 1, 2024

Written By Taylor Smith