{"id":2818,"date":"2021-08-27T17:11:47","date_gmt":"2021-08-27T20:11:47","guid":{"rendered":"https:\/\/verocontents.com.br\/?p=2818"},"modified":"2024-05-25T12:12:28","modified_gmt":"2024-05-25T15:12:28","slug":"what-is-storytelling-2","status":"publish","type":"post","link":"https:\/\/verocontents.com.br\/en\/blog\/o-que-e-storytelling\/","title":{"rendered":"What is storytelling"},"content":{"rendered":"<p>Storytelling \u00e9 uma arte. Mas storytelling tamb\u00e9m \u00e9 uma ferramenta. Existem muitas defini\u00e7\u00f5es sobre o assunto, mas todas elas tem em comum que o termo est\u00e1 ligado a contar hist\u00f3rias.<\/p>\n<p>Afinal de contas, o cinema, por exemplo, \u00e9 uma arte. E o storytelling est\u00e1 ali, mais do que presente. Voc\u00ea j\u00e1 ouviu falar, por exemplo, da famosa f\u00f3rmula de storytelling da Pixar? Veja s\u00f3:<\/p>\n<blockquote><p><strong>Era uma vez&#8230;<br \/>\nTodos os dias&#8230;<br \/>\nUm certo dia&#8230;<br \/>\nPor causa disso&#8230;<br \/>\nPor causa disso&#8230;<br \/>\nAt\u00e9 que finalmente&#8230;<\/strong><\/p><\/blockquote>\n<p>\u00c9 uma estrutura muito bem pensada e utilizada \u00e0 exaust\u00e3o. Mas extremamente eficiente. Ent\u00e3o, que tal explorarmos mais sobre o assunto nesse artigo? Confira!<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_83 counter-hierarchy ez-toc-counter ez-toc-black ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u00cdndice<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/verocontents.com.br\/en\/blog\/o-que-e-storytelling\/#O_que_e_storytelling\" >O que \u00e9 storytelling<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/verocontents.com.br\/en\/blog\/o-que-e-storytelling\/#Porque_o_storytelling_e_tao_importante\" >Porque o storytelling \u00e9 t\u00e3o importante<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/verocontents.com.br\/en\/blog\/o-que-e-storytelling\/#Como_aplicar_o_storytelling\" >Como aplicar o storytelling<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/verocontents.com.br\/en\/blog\/o-que-e-storytelling\/#Airnb\" >Airnb<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/verocontents.com.br\/en\/blog\/o-que-e-storytelling\/#Avon\" >Avon<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/verocontents.com.br\/en\/blog\/o-que-e-storytelling\/#Heineken\" >Heineken<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"O_que_e_storytelling\"><\/span><span style=\"color: #ff9900;\">O que \u00e9 storytelling<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Do ingl\u00eas\u00a0<em>story\u00a0<\/em>(hist\u00f3ria) e\u00a0<em>telling\u00a0<\/em>(contar), podemos definir storytelling como a habilidade de contar hist\u00f3rias de forma a envolver a audi\u00eancia, captando sua aten\u00e7\u00e3o pelos sentidos e emo\u00e7\u00f5es.<\/p>\n<p>Utilizando imagens, palavras ou sons, o storytelling tem sido uma estrat\u00e9gia muito utilizada em campanhas de marketing altamente bem sucedidas. Isso tudo porque o ser humano \u00e9 um contador de hist\u00f3rias nato. Todos n\u00f3s somos capazes de contar hist\u00f3rias (e as contamos), mas no storytelling tudo isso \u00e9 feito de forma brilhante e extremamente cativante.<\/p>\n<p>Para contar uma boa hist\u00f3ria, o storytelling utiliza personagens, ambientes e mensagens marcantes, com come\u00e7o, meio e fim, para transmitir uma mensagem que fique guardada na mente da audi\u00eancia.<\/p>\n<p>Como mostramos acima na f\u00f3rmula de storytelling da Pixar, existe ali uma estrutura bem definida, onde o roteiro se mostra capaz de prender a aten\u00e7\u00e3o da audi\u00eancia.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Porque_o_storytelling_e_tao_importante\"><\/span><span style=\"color: #ff9900;\">Porque o storytelling \u00e9 t\u00e3o importante<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Quando uma hist\u00f3ria \u00fanica \u00e9 contada, essa t\u00e9cnica (ou ferramenta, ou arte) \u00e9 capaz de mexer com a imagina\u00e7\u00e3o do p\u00fablico, gerando identifica\u00e7\u00e3o e gravando a narrativa na mem\u00f3ria do espectador.<\/p>\n<p>A hist\u00f3ria, quando bem contada, desperta a emo\u00e7\u00e3o e faz com que a audi\u00eancia se engaje, mant\u00e9m o foco e a aten\u00e7\u00e3o. No <a href=\"https:\/\/verocontents.com.br\/blog\/quais-os-objetivos-do-marketing-de-conteudo\/\" target=\"_blank\" rel=\"noopener noreferrer\">marketing de conte\u00fado<\/a>, uma boa narrativa pode fazer a diferen\u00e7a entre reter ou perder a audi\u00eancia.<\/p>\n<p>Al\u00e9m disso, contar bem uma hist\u00f3ria estreita a rela\u00e7\u00e3o entre as partes. No caso do <a href=\"https:\/\/verocontents.com.br\/blog\/inbound-marketing-para-negocios-b2b\/\" target=\"_blank\" rel=\"noopener noreferrer\">marketing<\/a>, a marca e o seu consumidor. E mais, permite compartilhar ideias e conhecimentos por meio de uma narrativa.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Como_aplicar_o_storytelling\"><\/span><span style=\"color: #ff9900;\">Como aplicar o storytelling<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Primeiramente, vamos entender o que est\u00e1 envolvido no ato de contar hist\u00f3rias. Para se contar uma boa hist\u00f3ria, voc\u00ea deve ter um bom roteiro (<strong>mensagem<\/strong>) e saber como cont\u00e1-lo (forma). Tamb\u00e9m \u00e9 essencial que o <strong>ambiente<\/strong> onde se passa a hist\u00f3ria seja bem montado, com a presen\u00e7a de <strong>personagens<\/strong> e de forma a atrair a aten\u00e7\u00e3o. A\u00ed \u00e9 que entra o <strong>conflito<\/strong>, o desafio, o que motiva o personagem a tra\u00e7ar sua jornada.<\/p>\n<p>Quando falamos em marketing e em vendas, todos esses elementos podem ser trabalhados, seja de forma fict\u00edcia ou real, com di\u00e1logos e personagens que possam retratar os desafios que o cliente enfrenta no seu dia a dia. E que podem ser solucionados pelo personagem da hist\u00f3ria.<\/p>\n<p>\u00c9 importante salientar que hist\u00f3rias bem contadas utilizando recursos audiovisuais geram mais engajamento. Os elementos visuais permitem que o conte\u00fado seja valorizado e tocam mais a audi\u00eancia.<\/p>\n<p>Vejam esses exemplos de storytelling, que fizeram a hist\u00f3ria de algumas empresas:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Airnb\"><\/span><span style=\"color: #ff6600;\">Airnb<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><iframe title=\"Airbnb - belong anywhere\" width=\"750\" height=\"563\" src=\"https:\/\/www.youtube.com\/embed\/jcVFigGq1_I?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Avon\"><\/span><span style=\"color: #ff6600;\">Avon<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><iframe title=\"Repense o Elogio - Mais que Lindas | AVON\" width=\"750\" height=\"422\" src=\"https:\/\/www.youtube.com\/embed\/oLq2mXD4fFo?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Heineken\"><\/span><span style=\"color: #ff6600;\">Heineken<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><iframe title=\"Comercial Heineken 2016 - Mulheres tamb\u00e9m curte futebol [Champions League]\" width=\"750\" height=\"422\" src=\"https:\/\/www.youtube.com\/embed\/uSs6AnmSkeU?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>Um estudo importante sobre storytelling, de Joseph Campbell, em seu livro <strong>&#8220;O Her\u00f3i de Mil Faces&#8221;<\/strong>, mostrou padr\u00f5es comuns entre hist\u00f3rias conhecidas. Apresentou, assim, a Jornada do Her\u00f3i, com uma estrutura narrativa um pouco maior que o padr\u00e3o montado pela Pixar:<\/p>\n<ol>\n<li><strong>Apresenta\u00e7\u00e3o do her\u00f3i:<\/strong> apresenta\u00e7\u00e3o do her\u00f3i e do mundo onde vive;<\/li>\n<li><strong>O chamado para aventura ou desafio:<\/strong> \u00e9 aqui onde \u00e9 gerada a conex\u00e3o com o p\u00fablico, com a apresenta\u00e7\u00e3o do conflito;<\/li>\n<li><strong>Recusa ao chamado:<\/strong> momento de hesita\u00e7\u00e3o do her\u00f3i, onde ele sai da zona de conforto. Podemos ver que aqui o her\u00f3i \u00e9 humanizado e a conex\u00e3o com o p\u00fablico aumenta ainda mais;<\/li>\n<li><strong>Descoberta e encontro com o mentor:<\/strong> algum acontecimento ou simplesmente um mentor chama a aten\u00e7\u00e3o do her\u00f3i para a chamada da a\u00e7\u00e3o, a necessidade de agir;<\/li>\n<li><strong>Aceite ao chamado da a\u00e7\u00e3o:<\/strong> o her\u00f3i decide aceitar o desafio e motiva-se a embarcar em sua jornada;<\/li>\n<li><strong>Os testes:<\/strong> nesse momento da narrativa, o her\u00f3i \u00e9 testado, enfrentando seus medos e encontra aliados e inimigos;<\/li>\n<li><strong>O \u00e1pice da prova\u00e7\u00e3o:<\/strong> todas as hist\u00f3rias tem um cl\u00edmax onde parece que o her\u00f3i ser\u00e1 abatido de vez;<\/li>\n<li><strong>Reviravolta e ressurrei\u00e7\u00e3o:<\/strong> o her\u00f3i d\u00e1 a volta por cima e enfrenta novos desafios, superando-os. Nesse momento, a mensagem principal costuma a aparecer;<\/li>\n<li><strong>Grand finale:<\/strong> finalmente vencidos os obst\u00e1culos, o her\u00f3i retorna triunfante.<\/li>\n<\/ol>\n<p>\u00c9 importante que a narrativa transmita sensa\u00e7\u00f5es e mensagens positivas. S\u00e3o esses tipos de hist\u00f3rias que s\u00e3o as mais comentadas e compartilhadas.<\/p>\n<p>Em todos os exemplos, existem solu\u00e7\u00f5es ao problema apresentado, assim como no marketing e vendas.<\/p>\n<p>Gostou desse conte\u00fado? Que tal deixar a Vero Contents contar boas hist\u00f3rias para seus produtos ou servi\u00e7os? <a href=\"https:\/\/verocontents.com\/fale-com-um-especialista\" target=\"_blank\" rel=\"noopener noreferrer\">Fale com um especialista<\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Storytelling is an art. But storytelling is also a tool. There are many definitions on the subject, but they all have in common that the term is linked to storytelling. After all, cinema, for example, is an art.<\/p>","protected":false},"author":1,"featured_media":2828,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[19],"tags":[13,53,155],"class_list":["post-2818","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inbound-marketing-e-conteudo","tag-marketing-de-conteudo","tag-planejamento-estrategico","tag-storytelling"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>O que \u00e9 storytelling - Vero Contents<\/title>\n<meta name=\"description\" content=\"Storytelling \u00e9 uma arte, mas tamb\u00e9m \u00e9 uma ferramenta. 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