How to create an app's storytelling: tools and practical advice
"How do I capture the attention of my future users?"
"How can I bring an emotion to life through my app?"
You want to launch your own mobile application but don't know how to make a lasting impression on your users? Storytelling is the key! By telling a story and striking a chord with your users, you'll be able to move them and win them over. The trick, however, is to understand how to tell a story that really grabs attention. In this article, find out "what is application storytelling"and how to use it to power your app.
Storytelling explained in 5 minutes: why it could transform the way you communicate?
"Good storytelling isn't about conveying information, it's about evoking emotion."
Chip Heath
The storytelling comes from the words "story" and "telling", and thus represents the whole range of narrative techniques to capture the attention of a specific audience. As this quote from Chip Heath underlines storytelling is a way of establishing an emotional bond with speakers by conveying a key message through an engaging story.
But be careful not to confuse storytelling and copywriting storytelling plays on emotions to win the public over to a brand or an idea, while copywriting places greater emphasis on arguments to encourage purchase.
The secrets of storytelling: when and where to use it for maximum impact?
79% of consumers are more inclined to buy from a brand that conveys its values and identity through storytelling (*1).
As a persuasive tool par excellence, storytelling fits perfectly into your content marketing. For the development of your mobile applicationstorytelling adapts to every format, occasion and objective:
- Videos : promotional, interviews, testimonials, field reports.
- Web content blog posts, "About" pages, case studies.
- Social networks Facebook, Instagram, Twitter or LinkedIn publications.
- Events Conferences, trade shows, workshops, webinars.
If stories are 22 times more memorable than facts, launch a application builder around an anecdote, a particular journey or a moving, captivating story is an ingenious marketing strategy. You could also consider using a podcastor illustrations or even street events.
Why invest in app storytelling?
Emotionally engaged users of a mobile application spend 2.5 times more time than the average (*2).
For your mobile application no codemobile application, storytelling is the :
- Reinforces brand awareness : brings your brand to life by making it memorable.
- Create an emotional bond A story and shared values touch the senses of your users.
- Build loyalty : a customer who is moved and involved will be tempted to come back, to talk about it to others and to support your mobile application.
The perfect example of this principle is Duolingo, the language-learning application. It uses a playful storytelling approach, presenting characters and their progress at each stage. By adding a narrative element, the owl mascot, Duo, brings humor and a certain emotion to successfully motivate users to continue learning. As a result, the appropriate use of storytelling contributes to the loyalty and recognition of your mobile application.
How can well thought-out storytelling boost your app's engagement in 5 steps?
"A good good story can capture the mind and imagination like no other form of communication."
Steven Spielberg
1. Identify your "why
- Why did you create this application?
- What problem does it solve?
- What are your values?
2. Build your hero
- Determine who the protagonist of your story is (you, a fictional user, a member of your team).
- Show his career path, his obstacles, his successes
3. Bring out the emotion
- Describe the difficultiesdifficulties doubts or revelations that led to the creation of the app.
- Use images, metaphors and anecdotes.
4. Add consistency
- Align your words, your images and your actions (don't make empty promises).
- Make sure that the values displayed match the application's functionalities.
5. Send a clear message
- What moral, lesson or solution does your story provide?
- Encourage your audience to identify with you and join in.
Discover the 3 Incredible Secrets of Irresistible Storytelling!
Good storytelling can make all the difference: 92% of mobile app users prefer ads that tell a story (*3).
This statistic shows how important it is to define the parameters around the application storytelling to create a powerful message. The key points to determine are :
- A target audience
- Define your audience: who do you want to reach?
- Understand your customers' needs, desires and motivations.
- A message
- It's the emotional value you want to convey.
- Your values, your promise and what you stand for must be perceived.
- A scenario
- Give your story a clear structure, so that your readers' attention doesn't wander.
- Introduce characters, obstacles, solutions... in short, a story with depth.
An enlightening example
At MyFitnessPal, the target audience is people who want to adopt a healthier lifestyle whether to lose weight or to monitor their diet. The message: make nutrition management simple and accessible. The scenario follows the user as, through the app, he overcomes his daily challenges, gradually achieving their wellness goals.
The result: a story of personal success and transformation.
The secret to boosting your mobile app's image? Storytelling!
"Stories are a powerful way of conveying a vision, and they have the power to change opinions and reinforce a brand's image.. "
Nancy Duarte (Storytelling Expert)
This statement shows the concrete impact of storytelling on the perception and memorization of a mobile application's brand image. Used as a true value amplifier, here's how storytelling can enhance the image of your mobile application:
Identification and brand image
- E.g.: L'Occitane en Provence promotes the authenticity of plants from the South of France.
Brand experience
- Nespresso offers an elegant and chic atmosphere: coffee becomes a moment of pure pleasure.
Emblematic characters
- The Laughing Cow, Haribo... easy-to-remember mascots associated with joy and simplicity.
Inspiring user stories
- Décathlon, Patagonia, etc. tell the sporting stories of anonymous people, featuring high-performance, affordable equipment.
Share on social networks
- Sézane uses Instagram to reveal the brand's behind-the-scenes stories and anchor its creations in the real lives of Parisian women.
Storytelling and mobile applications: how to assess their power on your growth?
Although there's no way to measure the real impact of storytelling on the growth of your mobile appit is nevertheless possible to measure the impact of your communication campaigns. To do this, you can rely on the following indicators:
Impact on sales
- Analyze the evolution of your sales after the broadcast of your story.
- Consult statistics from your CRM or marketing tools.
- Compare the periods before and after the campaign.
Customer commitment
- Examine data on interactions (clicks, shares, comments) from advertising and social networks.
- Identify what arouses the most interest or emotion in your audience.
Brand awareness
- Follow the evolution of your brand in the press or specialized media (press reviews).
- Evaluate after-sales service feedback, satisfaction surveys and impact studies.
By gathering this information, you'll be able to refine your storytelling, fine-tune your narrative and optimize your marketing strategy for future projects.
The best tools for storytelling your mobile app!
To create a convincing narrative universe, there are various platforms specially designed for digital storytelling you can rely on. Here is a non-exhaustive list of these platforms.
1. Shorthand
- Special features :
o Designed to create long articles and multimedia stories.
o Used by journalists and marketers for visual storytelling with interactive effects (parallax).
- Highlights :
o Intuitive WYSIWYG editor.
o Ready-to-use layouts.
- Target audience :
o Communication or journalism teams looking for a professional finish.
- Rates :
o Starting at $165 per month for a Team plan.
2. Vev
- Special features :
o Tool for flexibility and customization (landing pages, interactive reports, etc.).
o Possibility of starting from a blank page and adding customized components (custom development).
- Highlights :
o Enables teamwork.
o Suitable for a wide range of more advanced Web projects.
3. Adobe Express (formerly Adobe Spark)
- Special features :
o Versatile tool for social networking and digital content creation.
o Easy to use, with many ready-to-use templates.
- Highlights :
o Popular with educators for interactive, fun content.
o Does not require high technical skills.
4. Storyblok
- Special features:
- Headless CMS designed to manage structured, personalized content in interactive narratives.
- Enables dynamic content to be created and easily integrated into mobile applications.
- Highlights:
- Great flexibility for integrating multimedia and interactive content into mobile applications.
- Real-time collaboration and management of large volumes of content.
- Target audience:
- Developers and technical teams looking to create rich, personalized storytelling experiences.
- Prices:
- Plans from $9/month, with a free version for small teams.
5. Tilda
- Special features :
- Website creation tool focused on visually appealing web page design and storytelling.
- Creates visual narratives and interactive landing pages with a minimalist design.
- Highlights :
- Simple interface for creating long, attractive pages without code.
- Ideal for storytelling, with pre-designed blocks adapted to visual needs.
- Target audience:
- Marketers and content creators looking to build captivating pages without the need for coding.
- Rates :
- From $12/month for a personal plan.
6. Canva
- Special features:
o Accessible graphic design tool, ideal for creating visuals for storytelling.
o Design presentations, infographics and visual stories for applications.
- Highlights :
o Ease of use with ready-to-use professional templates.
o Extensive library of photos, illustrations and visual elements.
- Target audience:
o Ideal for small businesses, marketing teams or even content creators without design skills.
- Rates :
o Free version with paid options starting at $12.99/month for premium features.
Apptree: the perfect App builder for creating Web applications without programming
Apptree is a application builder that lets you create mobile applications without coding, while integrating captivating storytelling elements. If you want to launch an app that meets every one of your users' expectations, Apptree is the ideal solution. Thanks to our no-code app builderyou benefit from :
1. Easy integration of storytelling :
You can use intuitive tools to integrate visual and interactive stories directly into your application.
2. Fast, customized launch
Apptree simplifies the process of creatingmobile applicationsto get your project off the ground quickly, while guaranteeing a unique, seamless user experience.
3. Optimizing user engagement
With the strong connection provided by storytelling, our App builder helps you leverage this advantage to maximize engagement. What's more, the tool offers push notification options, integrations with social networks and gamification features that boost user engagement and loyalty.
If you want to turn your idea into a memorable app, Apptree is an excellent partner for integrating storytelling throughout the development and launch process.
Conclusion
Storytelling is an essential asset when creating mobile applications applications. By integrating a story that resonates emotionally with your users, you can not only attract them, but also build their loyalty. Tools such as Apptreewhich allow you to design applications without code while harnessing the power of storytellingmake this approach accessible to everyone. Whether you're a startup or an established company, investing in a strong, coherent narrative can turn your app into a real success, maximizing its impact and user engagement.
Sources :
(1) How storytelling can strengthen a brand's market positioning /Author: Vorecol editorial team.
(2) Impactful Storytelling: Enhance Your Value & Influence/Author: Gartner.
(3) 93 essential in-app advertising statistics to know in 2025/Author: Brock Murno, publift.
