Pure facts are boring. And sell badly. In order to inspire people, whether from content or products, you have to address them on an emotional level. And that works best with stories – called storytelling in technical jargon.

Storytelling is on everyone’s lips. But what is that exactly? And why does it work so well?

Storytelling means telling stories – and that’s basically exactly what it is. Storytelling is a narrative method that is about the indirect conveyance of messages and knowledge, packaged in a clear story.

The concept is not new. Fairy tales that mankind has been telling for centuries also work this way. Because the sentence “And the moral of the story ‘…” just works better with a “Once upon a time …” in front of it.

The magic of “Once upon a time …”

Why this is so can be explained psychologically. In psychology, a distinction is made between two different types of memory: analytical memory , which is responsible for planning and logical reasoning, and biographical, also called narrative memory , which combines human experiences into a story and classifies them emotionally.

When we hear a story, our narrative memory jumps and generates emotions. This has some decisive advantages over communicating pure facts. Because pure facts are often more difficult for the human brain to retrieve.

If the facts are instead packed into a clear story, images arise in the head that are automatically better remembered. These images also arouse our curiosity and the resulting emotions stimulate human empathy. If the recipient can identify with a story, this also leads to emotional involvement and attachment to the communicator, e.g. the brand.

Stories can also motivate and activate us and thus, for example, lead directly to a purchase, a click on “Follow” or the registration for a newsletter.

These stories don’t necessarily have to be told or written. Actually, they shouldn’t be. Because our brain processes images 60,000 times faster than plain text. The best conditions for visual storytelling.

Well-told stories create images in the mind. (Photo: Adobe Stock / ra2studio)

Visual storytelling with Adobe Spark

This is where Adobe Spark comes in. Spark is Adobe’s storytelling tool with which you can prepare all your content in a wide variety of formats in a super easy and attractive way. Spark includes the three apps Spark Post, Spark Page and Spark Video, which are perfectly tailored to all needs related to telling emotional stories.

  • Spark Page

As the name suggests, Spark Page is the tool for all of your pages. For example, with Page you can build a professional website within a few minutes and without any prior knowledge, and then fill it with texts, images, graphics and videos.

You don’t want a whole website, just a landing page for your latest whitepaper? Do you want to get started as a freelance photographer and need a portfolio for your best pictures? No matter which page you have in mind, Spark Page is your tool for it.

  • Spark Post

Spark Post is for the budding graphic designers among you, because with Post you can create everything a graphic artist’s heart desires within a very short time. No matter whether you work as a teacher and regularly create posters, have just started your own business and need a flyer to address potential customers, or whether you want to create cool social media postings as an influencer – Spark Post is for all of you there.

  • Spark video

Spark Video turns you into a videographer in no time, even if you’ve never worked with moving images before. Whether you want to start a YouTube channel with explanatory videos or upgrade your Instagram feed with professionally edited stories and IGTV videos – Spark Video turns you into a creative director and turns your stories into clips, videos or entire films.

Whether it’s a YouTube video or an Instagram story: Spark Video lets you create professional clips in no time. (Photo: Adobe Stock / BullRun)

Adobe Spark is just as suitable for private users as it is for professional creatives, the self-employed or companies.

For newbies who want to approach the topic of storytelling carefully, there is a free starter subscription . So you can start right away, because the apps are super intuitive, you don’t need any previous knowledge and almost as little training time. Thanks to thousands of templates, your own blog and numerous tutorials, you will always be provided with plenty of inspiration.

For professionals who already work with other Adobe applications, Spark is the perfect addition, because everything you create with Spark is of course compatible with all other applications.

In addition to the free starter subscription, there is also the premium version for professional creatives and entrepreneurs , which offers a lot of additional functions, for example premium and branding templates and access to the entire Adobe font library. Individual users can currently use the premium version free of charge for two months, after which the price is 11.89 euros per month. For companies, agencies and teams that need several user profiles, there are models from 19.99 euros per month.

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