Narrative and the power of social media

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

Social media marketers are actually storytellers who help create brand stories. Stories are not just for movies, books or broadcasts – they are intertwined with everything we come across on a daily basis. And that includes a short story on social media.

“A good and powerful story, whether it is for a book, an article, a website or on social media, must start at the moment of unexpected change. I learned that from the wonderful Will Storr in his book, The science of history. He cites beautiful examples, such as the EB White website Charlotte’s website, which begins: “Where is Dad going with the ax?” When our brains perceive change, they become alert, active, and motivated.

We’re going to want more. In any situation where you have the privilege of telling or sharing your story, get people involved. As soon as you can, “said Carolyn Rush Crouse, Red Antler’s Strategy Marketing Officer.

History is what fascinates the audience, it is what gives brands a voice. Let’s look at how to tell a great brand story and what impact your presence on social media can have.

Stories interest the audience

Simply telling potential customers what your brand is about through a compelling story builds interest and trust, it is not meant to change sales but rather to build curiosity and enchant people.

To write a great brand history, there are many questions you need to answer.

What is the role of your business?

How did the brand idea come about?

When did the company start and why?

What is the main goal of the company?

Who owns the company?

Within the answers to these questions, you need to identify interesting places of interest – and then create your own story around them. Transparency is key. People respond with honesty and ingenuity – sometimes it means sharing the good and the bad.

“Build a loyal audience by telling your truth. If you run a business, contact your “personal why” and share it in a sensitive and genuine way. By being specific and focusing on your “why” you are more likely to be attracted to those who resonate the most with your message and this will 100% build loyalty and result in more sales. People want a reason to support you and root for you, give it a go, “said Aishwarya Balaji, CEO and co-founder of A Fresh Sip, a non-alcoholic beverage system.

Balaji said that before they were launched, they had spent eight months building a community for “sober-curious” people. “When my founder and I set out on a mission to redefine drinking culture and increase access to tasty and sophisticated non-alcoholic options, we knew that there were so many non-alcoholic people who felt unseen and unheard of,” she adds. So they leaned towards the power of social media.

“We started our sober and curious journeys and eventually we listened to what our community wanted – which was an alcohol-free online forum to help them find the best non-alcoholic products – and it’s been amazing to see how much support has been. and sales that we have received from our community since we started working. “

Be memorable

Stickiness makes your brand history memorable. Shocking, heartwarming, connected, or unusual experiences not only help people remember your story but also encourage them to share it with other people.

Think of all the interesting or catchy things you can include, such as how you got your first customer. We all remember the story of AirBnb selling “Obama O’s” and “Cap’N McCains” innovations in the 2008 presidential election to help fund their launch. A company that is now worth billions started selling grain. There are things like this that make a good story – that have sticky.

“The question for retailers is, how do we create this glue? How do we create a community? How do we stay relevant in the lives of consumers? It’s about promises. It’s a promise, “Here’s what my brand is about.” It’s about being able to connect with consumers in a different way and it’s about being able to keep those brand promises, “said Rod Sides, vice president of Deloitte and US leader in retail, wholesale and distribution, when speaking to NRF.

Dove has repeatedly done a great job of telling related stories about real people, not role models. For example, their “Real Beauty” campaign embraced real women with confidence in all different body types. These real and non-photoshopped photos were popular and successful. And these stories affect people’s perceptions and buying habits every day.

Content production done right

In 2022, social media is estimated to reach 3.96 billion users, which goes without saying that the possibilities for social media are great.

But with a large number of users, the space is also very crowded – which makes it even more important to create content that sounds to people. Content that is emotional, connected and memorable – and contains strong visual elements.

Today’s digital world requires a lot of material production, but it’s important to always remember quality over quantity. If resources and time are limited, spend time creating less content than creating unforgettable stories.

Marketers who take advantage of the art of building history can incredibly strengthen their brand on social media. Well-thought-out, creative social media marketing that tells a compelling story will garner more user interaction and genuine conversations.


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