Storytelling continues to be a powerful branding tool in the Indonesian market. In the first part of this article, we found that indeed, brand storytelling does influence consumers’ purchase decisions and even their brand loyalty.
Thus, what types of brand storytelling have a strong impact on consumers’ emotions and can persuade them to buy the product? Are there any types of brand storytelling that consumers dislike, which could make them reluctant to buy the brand’s products instead?
Check the completed result of this study in this article.
Social media has proven to be the most effective platform for brands to share their stories in Indonesia. Our study found that 44% of Indonesians encounter brand storytelling most frequently through social media content. This significantly surpasses traditional media like television ads, which stand at 21%, and YouTube videos at just 10%. These findings confirm that digital-first strategies, particularly on social platforms, are key for brand communication today.
Indonesians’ Favourite Types of Brand Stories
Indonesian consumers are drawn to stories that go beyond surface-level marketing. This research shows that inspirational stories about a brand’s founder or how the business started rank the highest in capturing attention, followed by stories about real-life product impact, solutions to customer problems, and brand involvement in social activities. When it comes to memory, the most unforgettable brand stories are those that inspire. Inspiring stories are the most easily remembered (42%), followed by humorous narratives (24%) and emotionally touching ones (22%). This proves that substance and sentiment are more memorable than flashy visuals alone.
Furthermore, the emotional impact of storytelling is stronger when it comes from local brands. Many Indonesians believe that local brands are more capable of delivering emotionally compelling stories compared to international brands. In fact, 39% of respondents said local brand storytelling touches their emotions more, while only 10% said the same about international brands. Interestingly, 37% think both types of brands are equally effective, indicating that while local stories have an edge, international brands still have room to connect if they localize their narratives appropriately.
In addition, among the various elements that make a storytelling advertisement compelling, Indonesian consumers value the storyline or narrative the most. About 38% of respondents stated this as the most engaging element, highlighting the importance of a strong plot and message. Visual aspects come next at 26%, while characters (17%), moral values (14%), and music or sound (5%) follow behind. This insight is particularly crucial for marketers: while aesthetics matter, a powerful story remains at the core of consumer interest.
Life Values and Brand Loyalty
There is a clear link between personal values and brand preference. When asked whether they tend to choose brands whose stories are relevant to their life values, a large portion of respondents agreed. About 28% strongly agreed, and 34% quite agreed, totaling 62% of consumers who consciously or subconsciously align with brand values that match their own. Meanwhile, 30% remained neutral, and only a small portion disagreed or were unsure. This suggests that value alignment plays a key role in driving brand trust and long-term engagement.
Nevertheless, what happens if brands change their story?
Consistency in storytelling matters to Indonesian consumers. When brands change or ignore the original story that made them loved, 38% of people feel disappointed or betrayed. Meanwhile, 28% understand such changes, viewing them as part of brand evolution. Another 26% claim they do not care, and 8% report other feelings. These insights underline the risk involved in shifting narratives too drastically, especially without proper communication or alignment with consumer expectations.
Storytelling’s Influence on Purchase Decisions
Even if consumers enjoy a brand’s story, they don’t always rush to make a purchase. Instead, the first reaction from 34% of respondents is to search for the brand on social media. Around 32% proceed to buy the product, while 21% prefer to share the story with others. However, 13% of respondents admit they would do nothing, showing that although storytelling is influential, it works better as a first step in the purchase journey rather than as an immediate trigger for conversion.
When evaluating what influences a purchase the most, product quality still ranks highest at 43%. Price and promotion follow at 33%. However, storytelling is not far behind—16% of Indonesians say they are influenced by trusting a brand’s story. This factor is more significant among men (20%) than women (14%). Interestingly, reviews from other people only influence 8% of respondents, suggesting that direct communication from the brand, especially through storytelling, may be more impactful than word-of-mouth in the current landscape.
Reasons Why Certain Brand Stories Fail to Engage Consumers
Despite the high appreciation for brand storytelling, certain mistakes can cause consumers to lose interest. The top complaint, mentioned by 27% of respondents, is when stories feel overly forced or inauthentic. Another 16% lose interest when stories are clichéd or unoriginal. Excessive advertising is also a concern, as 14.21% said they were turned off by too many ads or overly frequent content. Similarly, 14.11% became disinterested when brand stories were irrelevant to their personal needs or interests. These responses suggest that authenticity, originality, and relevance are crucial for maintaining audience engagement.
Want to learn more about effective marketing strategies to hook more consumers, based directly on what consumers say? Contact us at partners@snapcart.global.
