Captivating Audiences: Emotional Storytelling in Sports & Olympic Documentaries

Have you noticed a ton of sports documentaries being produced these days? Maybe it’s just us, but no matter what streaming platform you open, there’s a new profile movie or series about sports or a star athlete! Moreover, the storytelling in these documentaries is tremendous and has the unique power to captivate and engage audiences, particularly those that focus on the human side of sports and the lives of athletes.

These sports documentaries on platforms like Max and Netflix are surging in popularity, and it’s no surprise why. These films (and series) forge deep emotional connections with viewers by showcasing not just the victories but the human stories behind the athletes. In other words, it’s the real, authentic, emotional stories that are connecting with audiences these days—just like in brand marketing.

With the Paris Olympics 2024 in full swing, we decided to dive into the captivating world of sports documentaries and uncover the magic of emotional storytelling that makes them so compelling to see if there are any lessons we can take into brand marketing campaigns.

Behind The Gold: Olympic Documentaries on Netflix

Netflix has become a treasure trove for sports enthusiasts, especially with its Olympic documentaries. Take, for instance, Simone Biles Rising. Raise your hands in the air like you just landed an insane double pike dismount if you’ve watched this docuseries.

This four-part series peels back the layers of her life, revealing the personal and professional struggles she faces. It’s not just about her gymnastic prowess but her journey, her conflicts, and her triumphs.

Simone Biles Rising is captivating, and it uses the same narrative techniques used in other sports documentaries make her story relatable and inspiring.

1. Character Development: These stories focus on building relatable and inspiring characters. Viewers get to see the athletes not just as sports icons but as real people with dreams, fears, and challenges. Consider the HBO show Hard Knocks, which follows players in the NFL during training camps. Oftentimes, the most compelling characters are ones you haven’t heard of until Hard Knocks premiers.
2. Conflict and Resolution: Typically, these sports documentaries are structured around the challenges and triumphs the athletes face. The tension and eventual resolution keep the audience engaged and emotionally invested, and the truth is, we don’t even need to see the character win. We love to see the arc of a character, from conflict to resolution.
3. Visual & Auditory Elements: Music, cinematography, and editing play crucial roles in evoking emotion. The right soundtrack can make a moment feel triumphant or heartbreaking, while visual techniques draw viewers deeper into the story. In other words, it’s not just the story that counts—it’s how you tell it, too.

Expanding the Narrative: Including NFL and Other Sports

While Olympic documentaries are taking center stage right now due to the Paris games, other sports documentaries also contribute to this trend. Docuseries like “The Last Dance,” “Cheer,” and “Formula 1: Drive to Survive” have captivated target audiences by applying similar storytelling techniques.

These shows and films, whether focusing on the NFL or cheerleading squads, highlight the universal themes of struggle, perseverance, and triumph—aka classic storytelling is still as popular as ever.

Engaging and Inspiring Audiences Through Empathy

One of the most powerful aspects of these documentaries is how they engage viewers by showing the human side of athletes. World-class athletes, they’re just like us. Audiences get to see the vulnerabilities, struggles, and triumphs of the athletes, which fosters empathy and connection.

The impact of these stories on viewers’ perceptions is profound. Emotional storytelling can change how viewers perceive athletes and sports, making them feel more connected and invested in the athletes’ journeys. Quotes from filmmakers, critics, or viewers often highlight the emotional impact of these documentaries, underscoring their power to move and inspire.

Applying Emotional Storytelling to Your Marketing

Brands can learn a lot from the emotional storytelling used in popular sports documentaries. Here are some tips on how to craft compelling narratives that resonate with audiences:

1. Focus on the People: Yea, you might have a super slick algorithm built on machine learning that will increase ROI by 55%, but people want to see people—So put PEOPLE at the center of your stories, whether they are customers, employees, founder, or brand ambassadors.
2. Showcase Authenticity: We are starting to get pretty sick of fake, corporate speak, aren’t we? If I read a sentence (or watch a CEO speak) and can’t understand what it’s saying, I know already that a corporate legal team helped write it. That’s not authentic. Share real, unfiltered stories that resonate with your audience’s values and aspirations.
3. Embrace Vulnerability: These days, we want the mistakes that show you’re human. Don’t shy away from showing the human side of your brand, including challenges and setbacks.
4. Use Compelling Visuals: Use a designer’s (or director’s) eye to tell your story. Incorporate high-quality photos and videos that evoke emotion and capture attention.
5. Measure Impact: Track how your emotional storytelling efforts affect brand awareness, audience engagement, and loyalty.

Crafting Stories that Matter

At COHN, storytelling is at the core of what we do. We understand the power of connecting with audiences on an emotional level and inspiring action. That is literally what brand is all about!

Our expertise spans diverse brands and organizations, and we excel at building brand loyalty, driving social impact, and increasing engagement. If you’re looking to leverage the power of emotional storytelling in your marketing, contact COHN. Let’s craft stories that matter and captivate your audience.

By focusing on emotional storytelling, you can create powerful connections with your audience, just like the compelling sports documentaries on Netflix. Whether you’re telling the story of an Olympic athlete or sharing a customer’s journey, remember that it’s the human element that makes the story resonate. And don’t forget to have a little fun along the way – after all, who doesn’t love a good story?