Technically, a ballad is a song that tells a story,

but what is a ballad today in pop industry?

what makes a song a ballad?

does it need to be quiet, or can it be a ballad with beat like "Love Me Like You Do" or "Unconditionally"?

does it need to tell a story like "The One That Got Away"?

ballad

1.
a. A narrative poem, often of folk origin and intended to be sung, consisting of simple stanzas and usually having a refrain.
b. The music for such a poem.
2. A popular song especially of a romantic or sentimental nature.

i always thought it meant a slow song where an artist can belt out a note