Storytelling no branding: estratégias e resultados na fidelização de clientes nas redes sociais

Abstract

Storytelling strategies applied to branding and customer loyalty on social media are still underexplored in undergraduate studies, despite their potential to transform businesses in the digital environment. This research aimed to survey storytelling strategies used in professional practice, focusing on their application within the context of social media branding. The research, which was qualitative and exploratory, was based on observations of specialized blogs, articles, and magazines, as well as interviews with nine professionals working in social media management. A semi-structured script and a questionnaire, based on a pre-developed framework of strategies identified through the observations, were used to allow professionals to indicate which ones they employed in their projects. A total of 44 storytelling strategies were identified, of which only two were not mentioned by the interviewees. The predominant use of real-life narratives and emotional connection was observed as a means of building loyalty, along with a preference for visual formats such as carousels and short-form videos. Despite the professionals' knowledge and practical mastery, they reported obstacles to applying more complex strategies, such as lack of time, client resistance, and technical limitations. The analysis of the results reveals an intrinsic relationship between storytelling and the strengthening of digital branding. By creating engaging narratives, brands can build emotional bonds with the public, which leads to the internalization and consolidation of the brand in the consumer's mind. These findings reinforce the need for greater academic and practical exploration of the topic, given its relevance for brand communication on social media.