The power of customer storytelling

We are all storytellers by nature – it is intrinsic to who we are as human beings. This dates back to our first steps as a species, as our earliest stories are preserved in faded and primate paintings on cave walls.

Throughout our history, storytelling has played a critical role in our development.

  • Storytelling aided us in passing along vital knowledge to family and community members.
  • Storytelling taught new generations important customs and values for their society
  • Storytelling educated communities about important lessons that would aid in their survival

And as we evolved, storytelling evolved with us. What started with paintings turned in to a rich oral tradition. Stories were preserved in spoken word, in poems, in art, in music, in philosophy, and eventually in the written word.

Stories resonate with us on a deeply emotional level. This means that:

  1. We are inherently receptive to stories: When someone starts to share a story, our body’s natural response is to listen and pay attention
  2. Stories are extremely memorable: 63% of people recall stories after a presentation, whereas only 5% remember facts and figures. Stories become deeply embedded in both our conscious and subconscious, making them highly susceptible for recall
  3. Stories are contagious: We cannot help but reshare, retell, and rehash the stories we’ve been told

Given the power of stories, companies can use them to transform their approach to marketing and advertising.

What is customer storytelling?

Customer storytelling is a company’s practice of empowering its community to share their unique experience with the world.

These customer stories are far more powerful than any ad for several reasons:

  • Volume: the shear quantity of these stories are incredible. There are more customer stories out there than there are advertisements for your brand
  • Trustworthiness: people trust each other far more than they trust ads
  • Access: people are sharing stories in locations where your ads can never penetrate – in their homes, on car rides with friends, hanging out at bars.
  • Shareability: customers are more likely to share and pass on stories than anything else; take advantage of this amplifying effect.


With so many extreme benefits to utilizing customer storytelling, it’s something you can’t afford to delay. Check out our webinar on The Science of Storytelling to learn more about how you can get started, or check out our Customer Storytelling Campaign Checklist to learn more about what you can do to get started today.