Learn about the Data Storytelling technique with examples

Displaying data, information and performance comparisons in graphs can sometimes be a little difficult to understand. After all, many people can only see numbers and graphs. But, for those who see each piece of data as an opportunity to promote themselves even further, this is the time to learn about another powerful factor in the world of marketing: Data Storytelling!

Get ready to understand the fundamentals of this technique, the moments in which it is super welcome and how to use Data Storytelling to benefit your company.

What is Data Storytelling and how can I use it?

Based on context, narrative and real data from a company, Data Storytelling is a way of showing information, measuring the importance of this data presented to viewers.

Generally displayed in video format or in a still image, this way of highlighting data can have a softer approach, or can appeal to a more emotional and touching tone.

For example: have you ever thought about holding a meeting to encourage your team? With Data Storytelling you can show each improvement data you had in a certain period of time and make it clear that that achievement was only possible with the effort of employees.

An example like this needs to have a context (the company's current position), its narrative (team effort) and data (information that shows better performance compared to previous times).

But isn't that Storytelling?

There is a great similarity between these two techniques, however, some things end up creating a gap between them.

The basis of storytelling is to create a story that touches people's feelings, relating the brand/company to a certain situation. But there is not necessarily data that makes the narrative even more concrete. This creates a negative dependency, where you need the viewer to identify with the story for people to engage in the action proposal.

With concrete data, we achieve the correction of this problem, where the facts themselves show the importance of the brand, company or products in a given situation.

Remembering that this comparison does not invalidate the power of storytelling to involve and captivate people!

See with your own eyes!

Wrapped Action – Spotify

This is an action created by Spotify that brings together a collection of data about each user. Here the songs and musical styles most listened to by each music streaming user are shown.

Room 2032

Organized by the Africa agency, Salla 2032 is a case that uses data about the coldest Finnish city to create a fictional launch of the Olympic Games in the region. As snow and ice change the entire perspective of any sport, this difference is used to criticize global warming and generate awareness.

The action did so well that it won 2 Gold and 1 Bronze Lions in the PR category of Cannes Lions 2021.

The Lost Class

The Lost Class is an action against free arms in the United States. The idea generated from the data was to hold a “graduation” for all students who would graduate in 2022, if they had not died from firearms incidents. Each empty chair represented a student, and the total shown in the action was 3.044 chairs with no one on them.

Ok, but how do I create a Data Storytelling?

As we said at the beginning of the blog, you will need 3 bases to build your Data Storytelling:

- The context;

– The narrative;

– Real data.

The context will bring the central idea of ​​what you want to be exposed. For example: the launch of something new, the exaltation of a traditional brand product, the advancement of a company, the growth or change of visual identity, etc.

The narrative, on the other hand, is the way in which you will show your context. Have a beginning, middle and end, always thinking about moving people in some way. You can unleash your creativity and explore more lively, exciting or inspiring alternatives.

And finally, let's go to the data, which has the function of strengthening and making the importance of what is being told even more organic. After all, a collection of concrete data is worth more than a thousand words!

Is Data Storytelling only used in campaigns?

Not necessarily!

Even though it is widely used to promote brands and public actions, Data Storytelling can be a good support in smaller and more internal situations. Presenting your company to win a new client, a survey to show your team's performance or presenting an idea that improves an institution are situations in which a story with data works really well.

Anyway, that was our explanation of what it is, how to do it and where to use Data Storytelling! If you liked it and want to follow more of our content, be sure to check out our podcast and follow our Instagram profile.

To the next!