{"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":"que-es-contar-historias","status":"publish","type":"post","link":"https:\/\/verocontents.com.br\/es\/blog\/o-que-e-storytelling\/","title":{"rendered":"que es contar historias"},"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_82_2 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\/es\/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\/es\/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\/es\/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\/es\/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\/es\/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\/es\/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>Contar historias es un arte. Pero contar historias tambi\u00e9n es una herramienta. Existen muchas definiciones sobre el tema, pero todas tienen en com\u00fan que el t\u00e9rmino est\u00e1 vinculado al storytelling. Despu\u00e9s de todo, el cine, por ejemplo, es un arte.<\/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 v27.4 (Yoast SEO v27.4) - 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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