2025: The Year Storytelling Proved Its Power
As this year starts nearing its end, I keep thinking about how much storytelling shaped the way we connected, with each other, with brands, and with ourselves.
The world is noisier than ever. Everyone’s trying to get your attention, sell you something, or go viral for a day. But the stories that stick, and will continue to, aren’t necessarily the biggest or flashiest. They were the ones that made people feel something. They reminded us that behind every screen, there’s still a very human desire to belong, to be moved, and to be part of something bigger.
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Take, for example, when Duo the Duolingo owl was “unalived” earlier this year. The internet lost its mind. Fans made theories, memes, and Reddit threads like it was a full-blown true crime investigation. For a few days, it felt like everyone online was collectively grieving a cartoon bird.
It sounds wild, but it was a masterclass in emotional storytelling. That moment showed how powerful a character can be when it’s built with intention and consistency. People weren’t doing so much more thab learning verb conjugation, they were following a story! They cared enough to react, to create, and to connect with one another through it.
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When Marketing Becomes Meaningful
That’s the real difference between marketing and storytelling.
Marketing says, “Look at us.”
Storytelling says, “You’re part of this.”
Storytelling isn’t about being clever—it’s about being human. It taps into emotion, identity, and belonging. It gives people something to hold on to. That’s why brands like Duolingo, Liquid Death, and even small creators online have built real communities, not just audiences. They tell stories that feel alive, and in doing so, they make us feel alive too.
Why It Matters Going Into 2026
Looking back, I think the biggest lesson this year gave us is that emotion is still the best strategy. No algorithm or ad spend can replace the connection people feel when they see themselves in a story.
When we tell stories that make people laugh, remember, or reflect, we turn simple moments into shared experiences. That’s what builds trust. That’s what builds loyalty.
So as we step into a new year, my goal is simple: keep telling stories that stick. Stories that make people feel seen, inspired, and part of something meaningful.
Because in the end, storytelling isn’t just how we sell, it’s how we connect. It’s how we remind each other that we’re all a little human, a little curious, and still searching for something worth believing in.