Social media marketing

Storytelling and the Power of Social Media

Storytelling and the Power of Social Media

At the heart of all successful social media marketing is one thing: great storytelling.

Social media marketers are essentially storytellers who help create narratives for brands. Stories aren’t just for movies, books, or podcasts — they’re woven into everything we encounter every day. And that includes short storytelling on social media.

“Good, powerful storytelling, whether for a book, article, website, or social media, must begin with a moment of unexpected change. I learned this from the brilliant Will Storr in his book, The science of storytelling. He cites some great examples, like EB White’s Charlottes Web, which begins with “Where’s daddy 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 to tell or share your story, bring people in. As fast as you can,” said Carolyn Rush Crouse, Chief Strategy Officer of red deer antlera 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

Simply telling potential customers what your brand is through an engaging story builds interest and trust, it’s not meant to convert sales but rather to spark intrigue and captivate people.

To write a great brand story, you need to answer many questions.

What is your company’s mission?

How did the idea for the brand come about?

When was the company created 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 – then build your story around them. Transparency is essential. People respond to honesty and ingenuity – that sometimes means sharing the good and the not so good.

“Build a loyal following by speaking your truth. If you run a business, get in touch with your personal “why” and share it in a vulnerable and authentic way. By being specific and focused on your “why,” you’re more likely to attract those who resonate the most with your message, which will drive 100% loyalty and result in more sales. People want a reason to support and encourage you, give them that,” says Aishwarya Balaji, CEO and co-founder of A cool sipa non-alcoholic beverage platform.

Balaji shared that before their launch, they spent eight months building a community for the “sober-curious.” “When my co-founder and I set out on a mission to redefine drinking culture and increase the accessibility of tasty and sophisticated non-alcoholic options, we knew there were so many people who didn’t drink alcohol. alcohol who felt invisible and unheard,” she adds. So they relied on the power of social media.

“We started our journeys sober and curious and it eventually led us to listen to what our community wanted – which was an alcohol-free online platform to help them find the best alcohol-free products – and it’s been amazing to see the outpouring of support and sales we’ve gotten from our community since our launch. »

Be memorable

Adhesion makes your brand story memorable. Shocking, heartwarming, relatable, or unusual experiences not only help people remember your story, but also inspire them to share it with others.

Think about anything interesting or eye-catching you can include, such as how you got your very first client. We all remember the history of AirBnb selling “Obama O’s” and “Cap’N McCains” novelty cereals during the 2008 presidential election to help fund their start-up. A business now worth billions started out selling grain. It’s things like that that make a good story – that have consistency.

“The question for retailers is how do you create that traction? How do you create a community? How do you stay relevant in consumers’ lives? It’s about promise. This is the promise of “This is what my brand is 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, Deloitte vice president and US retail practice leader. , wholesale and distribution, when talk to the NRF.

Dove has repeatedly done a great job of telling relatable stories that revolve around real people, not role models. For example, their “Real Beauty” campaign embraced real, confident women in all body types. These real, not photoshopped images resonated with people and struck a chord. And these stories influence people’s perception and buying behavior every day.

Content production done right

In 2022, Social networking sites are estimated to reach 3.96 billion usersit goes without saying that the potential on social media is abundant.

But with the high number of users, the space is also very crowded, which makes it even more important to create content that resonates with people. Emotional, relatable and memorable content – and including strong visuals.

Today’s digital world requires a large 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 brand image on social media. Well thought out and creative social media marketing that tells a compelling story will drive more user interactions and authentic conversations.