27 January 2025 | St Albans, UK [Chris Demer with tedNEWS]
What do eggs have to do with storytelling, you might ask?
Ever tried to fry an egg in an unseasoned stainless steel pan? You crack it in, and everything seems fine—until it’s time to flip. Despite your best efforts and no matter how much oil you use, part of the egg clings stubbornly to the surface. You scrape and scrape, but a trace of it always lingers. Stories are to your brain what the egg is to that sticky pan: they cling, leaving a mark you can’t quite erase.
But what’s the secret to crafting stories that stick? Why do some narratives linger in your mind long after you’ve heard them? The answer lies in the fascinating science of storytelling, where our brains and emotions collide to create lasting impressions.
What Happens to Your Brain During a Story?
When you experience a compelling story, your brain does more than process words. Studies show that storytelling lights up areas of the brain responsible for sensory, emotional, and cognitive processing, transforming a passive activity into an immersive experience.
We are wired to respond to stories
They activate multiple regions of the brain, forging connections that data and facts alone cannot achieve. For those wanting to utilise the power of storytelling, understanding the basics of neuroscience is essential as it provides a strategic advantage for creating meaningful narratives that drive change and leave a lasting impression.
What happens neurologically?
Cortisol
Cortisol is released during moments of tension or conflict in a story. This stress hormone sharpens focus and attention, keeping us engaged as we anticipate the resolution. It’s what makes us lean in during suspenseful moments and keeps us invested in a narrative arc. Cortisol also plays a role in memory formation, giving stories that essential “sticky” quality.
However, the type of story being told can significantly influence what happens to cortisol levels. For example, high-stakes, suspenseful narratives often spike cortisol, enhancing focus and emotional investment. In contrast, calming or comforting stories act as emotional and physiological relief, soothing anxiety and fostering a sense of safety. This dual effect is particularly evident in hospitalised children, where storytelling has been shown to reduce cortisol and alleviate pain and simultaneously increase oxytocin levels—enhancing connection and trust.
Oxytocin
Known as the “bonding hormone,” oxytocin is central to storytelling’s ability to foster empathy and build connections. When we hear a well-told story, especially one involving relatable characters and emotional depth, our brains release oxytocin, creating a sense of trust and compassion.
This is why stories featuring personal struggles or triumphs resonate so deeply. We feel the character’s emotions as if they’re our own, stepping into their shoes and seeing the world from their perspective. This empathetic bond is what drives us to care about causes, support campaigns, or connect with a brand’s mission on a human level.
Oxytocin is storytelling’s superpower—it transforms a passive audience into an engaged community, fostering emotional, meaningful, and enduring relationships.
Dopamine
Dopamine is the reward hormone that makes storytelling not only engaging but also memorable. Triggered by moments of resolution, joy, or triumph, dopamine creates a sense of satisfaction and pleasure. It’s the emotional payoff that keeps us coming back for more.
When a story takes us on an emotional journey—whether through overcoming challenges, achieving a goal, or discovering something profound—it rewards us with a surge of dopamine. This positive reinforcement strengthens memory retention, ensuring the story stays with us long after it’s over.
This is why stories with satisfying conclusions or uplifting messages resonate so strongly. Dopamine makes the experience rewarding, helping to embed the narrative into our minds and creating an emotional connection that endures.
This chemical cocktail explains why stories affect us physically, emotionally, and mentally. It’s also why stories are more memorable than raw data—they engage multiple regions of the brain, creating a holistic and immersive experience.
Stories Build Empathy Through Mirror Neurons
Our brains are hardwired to respond to narratives. It’s how we’ve passed down knowledge, culture, and values for millennia. Empathy is at the heart of impactful storytelling, largely thanks to mirror neurons —the part of the brain that allows us to experience someone else’s emotions as if they’re our own.
When we hear a story of struggle or triumph, we don’t just imagine it—we feel it. This neurological response is what makes storytelling a powerful tool for building empathy and understanding. It allows your audience to step into someone else’s shoes, fostering deeper connections and inspiring meaningful action.
Stories Are Easier To Remember
Data is important, but it’s not enough on its own. Facts inform, but stories inspire. Our brains process information better when it’s wrapped in a story. Unlike isolated facts, stories follow a natural structure—beginning, middle, and end—that aligns with how our minds organise and retain information. When combined with sensory details, this structure makes stories immersive and unforgettable.
For instance:
- The statistic: “22 million people are at risk of famine.”
- The story: A single mother struggling to feed her children, told through her voice and her daily challenges.
While statistics are important for understanding scale, they often fail to evoke emotion or drive action. Stories, on the other hand, transform abstract issues into personal experiences that audiences can relate to and remember.
Sensory Immersion: A Catalyst for Transformation
Stories engage not just our emotions but also our senses. The more vivid and descriptive a narrative, the more likely it is to resonate. Sensory-rich storytelling activates the brain’s sensory cortex, making the experience feel real and immersive.
Among all mediums, film stands out as uniquely powerful in creating an immersive and emotional experience, making it the ultimate vehicle for storytelling that resonates and inspires.
By incorporating vivid sensory details—like the golden glow of a sunrise breaking over a remote village, the haunting echo of a protest chant in an empty square, the trembling inhalation of a character on the verge of tears, or the rhythmic footsteps of a child walking miles for clean water—film taps into our sensory and emotional cores, making stories feel tangible and real.
This ability to combine sight, sound, and emotion allows film to bridge the gap between knowledge and empathy, offering viewers a chance to see the world through someone else’s eyes. It becomes a catalyst for transformation, connecting audiences with values and sparking conversations.
5 Steps To Telling a Compelling Story
- Focus on Individuals: People connect deeply with personal stories. Highlight individuals rather than abstract groups or broad statistics to evoke empathy and relatability.
- Create Emotional Journeys: Build narratives with moments of tension, joy, and resolution. Emotionally engaging stories activate brain chemicals like cortisol and dopamine, ensuring your audience stays invested and remembers your message.
- Appeal to Shared Values: Root your story in emotions and ideals that resonate with your audience, such as fairness, resilience, or hope. Stories tied to shared values create a sense of alignment and trust.
- Make It Immersive: Use vivid sensory details to transport your audience into the narrative. Visuals of the shimmering reflection of sunlight on water, or crackling sounds of a fire in a quiet forest, or the sound of laughter engage the brain’s sensory cortex, making your story feel real and unforgettable.
- Stay Authentic and Structured: Authenticity is key—though often overused as a buzzword, grounding your stories in truth is essential for building trust. Combine this with a clear structure (beginning, middle, and end) to ensure your audience can follow the narrative easily and retain its message.
Final Thoughts: Making Your Stories Unforgettable
Stories connect with us because they’re deeply rooted in what it means to be human. They engage the brain on a sensory level, bypass logic, and speak directly to our emotions, creating experiences that are felt as much as they are understood.
So, the next time you have a message to communicate, ask yourself: is this the kind of story that will stick?
Like the fried egg in a stainless steel pan, the most compelling stories leave something behind—they cling to your audience’s memory and spark a connection that lasts. The ingredients matter: start with authenticity, stir in empathy, and don’t forget the sensory details that make it come alive. Let it sizzle, and it just might be the story that sticks.
What story will you tell?
Further Reading
For those inspired to dive deeper into the mechanics of why stories resonate, Will Storr’s The Science of Storytelling unpacks the psychology and neuroscience of narrative in a way that’s both practical and profound. It’s a must-read for anyone looking to elevate their storytelling game. Here is another quote from Will to close:
“Story emerges from human minds as naturally as breath emerges from between human lips. You don’t have to be a genius to master it. You’re already doing it.” – Will Storr
The original version of this story was published on Chris Demer’s blog. It is reproduced here on tedNEWS to support communication professionals and social media enthusiasts in sharing inspiring stories online. Thanks to Chris Demer, freelance filmmaker and video producer specialising in purpose-driven storytelling for permission to publish.
Featured image and photos: Shutterstock
