Stories are the way we make sense of the world. – Bernadette Jiwa
As I soared above the South China Sea, heading to my three-day adventure in Kota Kinabalu, Sabah, I couldn’t help but reflect on my love for Borneo. This captivating corner of the world had always intrigued me, and now I was about to explore it again.
Yet, it wasn’t the turquoise waters or lush rainforests that left the deepest impression on me during that flight. It was a simple conversation — an exchange between a mother and her daughter seated behind me that sparked my curiosity.
The little girl, around five or six years old, asked her mother about Sabah: What was it like? Where would they stay? What adventures awaited them? The mother, a first-time visitor herself, wove a beautiful tale. She described Sabah’s stunning coastline, mouthwatering cuisine, and the warmth of its people. In just five minutes, she ignited her daughter’s excitement, turning anticipation into a countdown for the plane’s landing.
This encounter affirmed and underscored the power of storytelling. Whether you are sharing bedtime tales with your children, pitching ideas to your management team, or promoting products, storytelling matters. However, it is not merely about spinning a yarn — it requires substance and authenticity.
Consider this: How can you convincingly portray yourself as a skilled parent if you have never experienced parenthood? Or how can you sell a groundbreaking idea if you are not convinced of its value to the company? Authenticity matters. Your story must align with your reality.
Before diving into the art of storytelling, start with a clear objective and identify your target audience. Different objectives and audience profiles call for different storytelling approaches. Depending on whom you are addressing, your narrative must be crafted to resonate and inspire. In today’s world, there is no one-size-fits-all approach because we are all unique individuals. What interests one person may not captivate another.
Let me cite an example. Have you come across the recent Netflix reality TV show called “The Influencer”? This captivating series featured a diverse array of influencers, each with a dedicated following across platforms like YouTube, TikTok, Instagram, and AfreecaTV (a popular live-streaming service in Korea). Out of 77 influencers competing to capture viewers’ attention, Oking, a YouTuber and streamer, emerged victorious. Risabae, a beauty and makeup YouTuber, and Panibottle, a travel YouTuber, secured second and third places, respectively.
So, why do I bring this up? This reality TV show serves as a powerful reminder of the role of authenticity in storytelling. Each influencer resonates with their own audience, and you will notice that:
Quality Content Matters: In Round 2, influencers engaged their audiences in live streams — not for mere minutes, but for an entire hour. The lesson here? Quality content combined with the art of storytelling resonates well with viewers. Whether it is informative, entertaining, or emotionally compelling, well-delivered content keeps audiences engaged.
Creative Storytelling Captures Attention: During a duo contest, some female contestants believed that provocative content would attract attention. While it might work initially, relying solely on shock value is not sustainable. Participants JangJiSou and Oking stood out by infusing creativity into their photos, proving that smart, original ideas can capture the audience’s attention. They also understood their audiences — their preferences, desires, and emotional triggers. And here’s the secret: creativity is limitless. Even a captivating photo, paired with a thoughtful caption, can become a powerful tool for storytelling.
Staying True to Yourself: Let’s be realistic: no matter what you do, you will encounter both fans and critics. This is where authenticity shines. Stay true to yourself and consistently deliver valuable content that matters most.
In the grand tapestry of “The Influencer”, content and storytelling are inseparable threads. Like a skilled weaver, each influencer combines creativity, authenticity, and purpose to craft narratives that leave lasting impressions. While content plays a crucial role, the art of storytelling is undeniably important too. Imagine having great content but being unable to convey it purposefully — it’s like having a beautiful painting hidden away.
Whether you are sharing bedtime tales, pitching ideas, or building a personal brand, remember: storytelling matters because it appeals to our senses and emotions, leaving a significant impact on the audience.
If you have not watched “The Influencer”, I urge you to do so this weekend. Happy watching!
The views expressed here are those of the writer and do not necessarily represent the views of Sarawak Tribune.
