At the heart of all successful social media marketing is one thing: good storytelling.
Social media marketers are basically storytellers who help create stories for brands. Stories aren’t just for movies, books, or podcasts – they’re embedded in everything we come across on a daily basis. And that includes the short storytelling on social media.
“Great, powerful storytelling, whether it’s for a book, article, website, or social media, has to start with a moment of unexpected change. I learned this from the brilliant Will Storr in his book, The science of storytelling. He cites fine examples, like EB White’s Charlottes Web, which begins with “Where is dad going with that ax.” When our brain detects a change, it becomes alert, engaged and interested.
We want more. In any situation where you have the privilege of telling or sharing your story, get people involved. As quickly as possible, ”said Carolyn Rush Crouse, chief strategy officer for Red Antler, a performance marketing agency.
Storytelling is what captivates an audience, it’s what gives brands a voice. Let’s take a look at how to tell a great brand story and the impact your social media presence can have.
Stories engage audiences
Just telling potential customers what your brand is through an engaging story builds interest and trust, it’s not about converting sales but rather about creating intrigue and captivating people.
There are a lot of questions you need to answer to write a great brand story.
What is the mission of your company?
How did the idea for the brand come about?
When did the business start and why?
What is the main objective of the company?
Who owns the business?
In the answers to these questions, you need to identify the points of interest that create the plot, and then build your story around them. Transparency is the key. People respond to honesty and ingenuity – sometimes it means sharing the good and the bad.
“Build a loyal following by speaking out about your truth. If you run a business, communicate with your personal “why” and share it in a vulnerable and genuine way. By being specific and focused on your “why” you are more likely to attract those who resonate the most with your message, which will build 100% loyalty and translate into more sales. People want a reason to support you and to support you, give them that, ”says Aishwarya Balaji, CEO and co-founder of A Fresh Sip, a non-alcoholic drink platform.
Balaji explained that before their launch, they spent eight months creating a community for the “sober-curious.” “When my co-founder and I set out to redefine the culture of drinking and increasing accessibility to tasty and sophisticated alcohol-free options, we knew there were so many people who didn’t drink alcohol. alcohol that felt invisible and inaudible, ”she adds. So they looked at the power of social media.
“We started our journeys sober and curious and it eventually got us to listen to what our community wanted – an alcohol-free online platform to help them find the best non-alcoholic products – and it was amazing to see the influx of support. and the sales we’ve had from our community since our launch.
Grip makes your brand’s story memorable. Shocking, heartwarming, relatable, or unusual experiences not only help people remember your story, but also inspire them to share it with other people.
Think about anything interesting or eye-catching you can include, like how you got your very first customer. We all remember the story of AirBnb selling novelty “Obama O’s” and “Cap’N McCains” cereals during the 2008 presidential election to help fund their startups. A company that is now worth billions started by selling grain. It’s things like that that make a good story – that are sticky.
“The question for retailers is how do you create this grip? How to create a community? How to stay relevant in the lives of consumers? It is about promise. This is the promise of “This is what my brand is all about.” It’s about being able to connect with the consumer in a different way, and it’s about being able to deliver on that brand promise, ”said Rod Sides, vice president of Deloitte and US leader in retail practices. , wholesale and distribution, in an interview with NRF.
Dove has repeatedly done a great job telling relevant stories that revolve around real people, not role models. For example, their “Real Beauty” campaign embraced real women with confidence in all body types. These real, non-photoshopped images resonated with people and struck a chord. And these stories influence people’s perceptions and buying behaviors every day.
Well done content production
By 2022, social media sites are expected to reach 3.96 billion users, it goes without saying that the potential on social media is plentiful.
But with the high number of users, the space is also very crowded, making it even more important to create content that resonates with people. Content that is emotional, relatable, and memorable – and includes strong visuals.
Today’s digital world requires a significant amount of content production, but it’s important to always remember quality over quantity. If resources and time are limited, spend time creating less content but creating unforgettable stories.
Marketers who use the art of story structure can remarkably boost their branding on social media. Creative, well-thought-out social media marketing that tells a compelling story will spark more user interactions and authentic conversations.