Dive Brief:

• A new study from Facebook, social media ad platform and services provider Adaptly, and fashion publisher Refinery29 shows that storytelling in advertising is better than stand-alone ads. 
• Campaigns that used sequential storytelling outperformed ads that were meant to convert on their own.
• View-throughs and email subscriptions jumped 87% and 56%, respectively, when campaigns utilized storytelling. 

Dive Insight: 

While it may seem counterintuitive to some marketers to draw out a campaign and wait for the call to action on ads, this study provides some insight into why that thinking may be wrong. A storytelling approach to creative allows for the users to become more acquainted with the brand, and familiarity is half the battle.