Whether you identify as a writer or not, we all write. Emails, captions, reports, website copy, Slack messages (sorry, Teams folk). I’m sure you’re all good, clear, thoughtful writers. But here’s the thing: writing isn’t always storytelling.
Writing puts words on the page (or screen). Storytelling gives those words meaning — it turns them into something memorable, emotional, and actionable. And on social media, it’s the difference between content that gets scrolled past and content that moves people to engage, care, share, and act.
Take these two posts for example:
What’s the difference?
Post 1:
Opens with a statement, not a hook — easy to scroll past
Lists facts without building a narrative or emotional connection
Doesn’t tell the audience why they should care
Post 2:
Opens with a question that draws the reader in
Takes the audience on a journey: the challenge, the goal, the call to action
Inspires a feeling — in this case, hope
So which is better, writing or storytelling?
That depends on what you're trying to do.
If the goal is to inform or instruct, good writing might be all you need. But if you want to build connection, inspire action, or change minds, you need story. Because better storytelling builds deeper understanding, stronger trust, and greater emotional impact. And with that comes the brand loyalty and advocacy every successful organisation needs (yes, we’re always going to bring it back to the marketing funnel).
Good stories make people feel — and act!
Whether you want people to join your mailing list, donate to your Raisely, purchase your product, show up to a protest, or change their behaviour, storytelling is one of the most powerful tools you’ve got. It humanises your brand, creates empathy and moves people from passive readers to active supporters.
A quick but important note: storytelling isn’t some new, groundbreaking concept. The most powerful storytellers aren’t in your marketing meeting — they’re Indigenous and First Nations peoples, who’ve shared stories for tens of thousands of years. Stories that hold memory, knowledge, identity, and connection to Country. If we want to tell stories that truly resonate, we need to learn from that legacy — not just by borrowing techniques, but by connecting with Indigenous storytellers, online and offline, and listening with openness and respect.
So, how can you tell better stories?
Here are some quick ways to start:
Hook your audience early – make them stop scrolling
Set the scene – give just enough context to ground them
Evoke a feeling – tension, joy, anger, relief, hope
Make it relevant – why should they care?
End with purpose – offer a clear call to action
Writing helps people understand. Storytelling helps people care — and act. So next time you’re drafting copy, ask yourself: am I just writing, or am I telling a story?
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