October 22, 2025

Story First, Product Later: 3 Storytelling Formulas for Instagram & TikTok that Truly Engage

Illustration with three pink speech bubbles on a blue background, each asking a marketing-related storytelling question, with the bold headline “Storytelling that works” below.

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In a world where social media users scroll through endless content flooded by brands, one crucial factor determines whether a message is heard or not: stories. Whether on Instagram or TikTok, brands that master the art of captivating storytelling are not only visible but unforgettable. But why do we remember a 15-second clip of a dog and forget the perfectly staged product ad?

It’s simple: we remember stories, not sales messages.

Why Storytelling on Social Media is Crucial

Social networks have fundamentally changed the way we interact with brands. People are increasingly tired of purely functional advertising messages. They want to connect with brands that are authentic and emotionally engaging. This is where storytelling comes in. In an era of Reels, Stories, and TikTok videos, it’s crucial to develop a narrative that emotionally resonates with people. But how exactly does that work?

Here, we introduce three proven storytelling formulas that not only make your content visible but ensure it gets shared and remembered by your audience.

1. Emotion Sells: Make People Feel, Not Just Buy

Whether it's joy, humor, suspense, or relief – emotions are the key to capturing your audience's attention. Content that evokes emotional reactions is more likely to be shared, and shares are one of the biggest drivers of organic reach.

How to Implement It:

Use music and text overlays that provoke a reaction.
Show real people, real feelings, and real moments.
Focus on the emotional moment, not product features.

Example:
Instead of saying “Our yoga mat has anti-slip technology,” show a video that says: “That moment when your body finally relaxes after weeks of tension.” It's not about the product, but the feeling it conveys. That moment of relaxation is what stays in the memory.

Brands that create emotional connections through their stories can ensure that their messages remain in people's memories for longer. A good example of this type of emotional storytelling can be found in the discussion about the value of value exchange and how brands can use it to build genuine, deeper relationships with their target groups.

2. Keep Their Eyes Engaged: The "Pope in the Pool" Technique

This technique comes from screenwriting: When you want to convey information, package it in a visually interesting scene. People don’t stay for the facts – they stay for the show. On Instagram and TikTok, it's important to capture users' attention right away.

How to Implement It:

Show product benefits while something unexpected happens on screen (e.g., a behind-the-scenes look, a dancing employee, or a dog in the shot).
Use quick cuts, zooms, or playful edits to maintain attention.
Keep transitions dynamic and multi-layered.

Example:
Tell an entertaining story while showing your beauty products in a “Get Ready With Me” (GRWM) video. The twist: The story isn’t just told through the product but through the entire scene that surrounds it.

3. The Climax: Set-Up → Tension → Reward

One of the most overlooked techniques in social media storytelling is delayed gratification. People stay tuned when they know something big is coming – whether it's knowledge, emotion, or entertainment.

How to Implement It:

Start with a strong hook or promise.
Build tension: Show confusion, setup, or emotion.
Deliver a satisfying “Aha!” realization or emotional payoff at the end.

With our expertise in content creation, we ensure that your stories are not only creative and appealing, but also capture the attention of your target audience. Our tailor-made social media strategies and high-quality content help you tell authentic and emotional stories that build a strong connection with your target audience. This is how we create lasting brand loyalty and maximize the reach of your posts.

Learn more about how our content creation solution ensure that your social media content is always memorable.

Your Brand Has a Story. Tell It in a Way That’s Worth It.

Storytelling is not a trend; it’s the foundation of any successful social media strategy. It’s not just about showing a product – it’s about building a connection with your audience. Test these techniques and watch your posts' reach and engagement improve.

Pro Tip:
There’s no one-size-fits-all solution. Your audience is unique. Use these methods as a starting point, not a rigid script. Pick one technique, test it with your next three posts, and watch how your reach and engagement evolve.

FAQs:

How can I effectively use storytelling on Instagram and TikTok?

To effectively use storytelling on Instagram and TikTok, it’s essential to build an emotional connection with your audience. The best stories on these platforms are those that showcase real life and real people – from challenges to joyful moments. Start by creating content that is either humorous, inspiring, or emotional, depending on what emotion you want to evoke.

Use visual techniques like quick cuts, zooms, and dynamic transitions to grab attention. Especially on TikTok, where users scroll quickly through their feeds, grabbing attention in the first few seconds is crucial. Music also plays a significant role. It can make a scene more dramatic or humorous depending on what you want to convey.

Ensure that your stories are authentic and align with your brand identity. Show not just the product, but the experiences it enables and how it enriches the life of your audience. For example, you could create a video that shows how your product solves a small everyday challenge, rather than just highlighting the product's features.

How long should a storytelling video be on TikTok or Instagram?

The length of storytelling videos on TikTok and Instagram depends on the type of story and desired engagement. On TikTok, the best videos are typically between 15 and 30 seconds long. TikTok users are accustomed to quickly scrolling, and you only have a short time to capture and hold their attention, so it’s important to hit the emotional peak or punchline quickly.

On Instagram, you can also use longer content, especially in Reels or Stories (which allow 15 seconds per segment but can be combined). Here, you can provide more context and backstory, but ensure the content works in shorter formats too. Users decide quickly whether to continue watching or scroll, so your narrative should remain engaging even in shorter segments.

Remember that the beginning of the video is crucial. Use the first 3-5 seconds to spark curiosity and give viewers a reason to stay. Your goal is to capture attention and ensure the rest of the story is interesting enough to promote engagement.

What are the common mistakes marketers make when trying to measure social media ROI?

Tension is a key element in storytelling, especially on social media, where you only have a limited amount of time to capture and maintain your audience's attention. You can build tension by introducing challenges that your audience cares about, making them want to know more.

Start by presenting the hook or problem clearly. Show that your audience is dealing with a challenge they want to overcome – whether it's a problem in their daily life or a bigger question they want answered. Ensure that you establish an emotional connection early on. Then, build tension by delaying the resolution, perhaps introducing small obstacles that need to be overcome.

The climax, or the "Aha!" moment, is when the solution or reward is revealed. The key is to build anticipation and emotionally invest the viewer before presenting the payoff. This keeps the audience engaged and may motivate them to share or comment on the video.

Why are emotional stories so successful on social media?

Emotional stories are so successful on social media because they create connections. People are inherently emotional and respond more strongly to content that evokes feelings. Emotions like joy, surprise, or even anger are often the key to real engagement with a brand. When a story speaks to users’ emotions, they are more likely to connect and share it within their own social networks.

Moreover, the human brain is wired to store and remember stories better than dry, purely functional information. So, when your content triggers emotional reactions, your brand is more likely to stay top of mind.

Emotional stories also help emphasize the authenticity of the brand. They show people that behind the products and services, there are real individuals with real values and visions. This authenticity is key to building and maintaining trust with your audience. Empathy and understanding are critical in social media, and a well-told emotional story can convey just that.

What mistakes should I avoid in social media storytelling?

When storytelling on social media, here are some common mistakes to avoid:

Too much advertising: Don’t use storytelling purely as a sales tool. Your audience doesn’t want to see direct advertising. Instead, tell a story that naturally integrates the product or service without being too pushy.

Unclear messaging: Ensure your story is clear and concise. If you include too many details or a complex plot, your audience may lose interest. Social media is fast-paced – keep your stories simple but captivating.

Lack of authenticity: Don’t try to be someone you're not or tell unrealistic stories. Authenticity is key to gaining your audience’s trust. Tell relatable and believable stories, and avoid exaggeration.

Lack of emotions: One of the biggest weaknesses in storytelling is when the story remains too rational and fails to evoke an emotional response. Ensure your content is emotionally engaging. Whether humorous, inspiring, or thought-provoking, emotions are the key to success.

No clear call-to-action (CTA): Even though storytelling is the main focus, don’t forget what you want to achieve. A clear call-to-action is essential. Whether you want users to comment, share, or visit a link, make sure the CTA is clear and simple.

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Nick Meyer CEO at DAVIES MEYER

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... Germany's OMR Festival, held annually in Hamburg, attracts thousands of digital marketing enthusiasts and industry professionals from around the world, making it one of the largest gatherings of its kind in Europe?