In 2025, storytelling has become a key trend in communications, ensuring an emotional connection between brands and their audience. Research shows that 92% of consumers expect stories, and high-quality storytelling increases conversion by 30%.
According to the Amra & Elma agency, 92% of consumers expect companies to provide not only dry information about products or services, but also stories in which they can identify themselves. At the same time, a study by Higo Creative showed that the use of high-quality storytelling can increase conversion by 30%.The main format for attracting attention in 2025 remains short videos - Reels, Shorts and TikTok. They create the effect of instant interaction, while longer materials - articles, podcasts or video series - are used to reveal the story and build trust in the brand.In addition, the demand for interactivity is growing. Through surveys, contests, series with continuations, and engaging users in dialogue, companies are transforming their audience from passive observers into participants in the communication process."We don't just talk about the platform's features - we show how they change the user experience. People recognize themselves in these stories, and this is what creates an emotional connection with the brand," said Oleksandr Babenko, director of Casino.ua.According to analytics, companies are increasingly changing their approach to assessing the effectiveness of communications. Traditional indicators of reach or the number of clicks are fading into the background, giving way to trust metrics - the duration of interaction with content, the number of reviews, and user stories that are converted into new content.
Source: https://unn.ua/news/u-2025-rotsi-holovnym-trendom-u-komunikatsiiakh-stav-storitelinh-doslidzhennia
