Much like how many stories start with an unlikely hero, this one starts with a spreadsheet—rows of lifeless numbers, columns of emotionless metrics, overall a monolith of monotony. It’s not unusual to see this as just a lifeless grid—but would you be skeptical if you were told that this sheet holds the key to unlocking a story so compelling it could make your audience laugh, cry, and, most importantly, act?
This is the pursuit of storytelling with data: a journey to turn cold, straight-edge facts and monotony into colorful narratives that vibrate with emotion.
It is no surprise that the word “numbers” is composed almost entirely of “numb.” When told a stat that says something to the effect of “62% of consumers prefer brands that…” you may feel more informed, but it’s doubtful that you felt compelled to act on anything in that moment. Why? Because data without a story is just noise.
Think back to the almost endless stream of ALS Ice Bucket Challenge videos. Yes, the videos went viral and seemingly everyone and their mother participated, and yes, the campaign raised $115 million for ALS research which is undoubtedly inspiring. But behind the scenes of this approachable narrative, data was at the center of it all—social shares, engagement metrics, donation spikes.
It is not untrue to say that this data is what made the campaign so successful, but the element that made it truly powerful—a metric that is often unmeasurable—was the human element. The numbers supported the story, but were not part of the story themselves.
Key takeaway: Data is the skeleton that supports, story is the flesh and blood that holds everything together.
The drive that makes us humans “human” is in the history of storytelling, it is what we are wired to empathize with. Studies in neuroscience tell us that narratives activate more parts of our brain than facts alone. However, don’t be fooled to think this means stories can and should exist without data— consider the powerful possibilities when data is wrapped in storytelling, allowing it to trigger those empathy, memory, and decision-making centers of the brain that it could not alone.
Consider the various campaigns that rather than showing a generic pie chart of their donations, instead point the camera to the faces of the children they have helped. When you see the tangible human impact, it doesn’t matter how high the donation numbers have reached because the proof of cause is right there in the human element.
The Human Element in Action: Charity: Water’s campaigns focus on individual stories.
Instead of starting with “2 billion people lack access to clean water,” Charity: Water introduces you to Helena, a 9-year-old that walks miles every day to fetch water for her family. The data may be the cause for the story, but it’s Helena’s journey that moves donors to act on this data.
Thanks to technology, transforming data into narratives is easier than ever. Here’s how to start:
Actionable Tip: Thinking critically about color, imagery used can emphasize the human impact of your data. For instance, a heatmap showing wildfire areas becomes more powerful when paired with images of affected communities.
Consider Spotify Wrapped, a campaign built entirely on user data that is then shared globally by said users. Every December, Spotify users are greeted with a personalized snapshot of their year based on their listening habits. This is data visualization at its most powerful: a collection of statistics presented with emotional resonance. Why does it work? Because it’s not about the numbers; it’s about you—your quirks, your habits, your soundtrack.
Consider also Netflix’s use of viewer data to pitch original content. Ever wonder why their trailers feel so spot-on to your interests? They’re fueled by data on what people love and when they hit pause or skip. The important part of this is that you don’t feel the algorithms; you feel seen as a viewer.
The challenge of storytelling with data is finding the balance between analytics and artistry. It’s tempting to lean too heavily on numbers, hoping they’ll create effective results on their own. The truth is, as any great storyteller knows, it’s the unspoken subtext of a campaign that stays with us.
It All Starts With a Question: What’s the human angle? Who benefits? Who’s impacted? Use data as the backbone but build a story around the flesh-and-blood reality it represents.
As AI and machine learning advance, the personality of data-driven storytelling will become even more imperative. Imagine campaigns that adapt in real time, changing the story based on how users respond and interact. Think further about AI-generated visuals that are tailored to evoke specific emotional responses.
The tools and process will always evolve, but the goal remains the same: how do you make your audience feel the data?
The next time you open a spreadsheet, try to look past the numbers: find the narrative. Who’s behind the data? What journey does it represent? Craft a story that connects the dots between insight and empathy. And maybe, just maybe, that spreadsheet will move someone to tears—not from boredom this time.
Want to see data-driven storytelling in action? Read "Immersive Storytelling: Making Virtual Reality Feel Like Your Favorite Dive Bar".