How to Use Storytelling in Social Media Marketing

By on November 14, 2017

The social media landscape is growing at an astonishing pace and is expected to reach 2.62 billion users by the end of 2018. This is exactly why social networks are a perfect place to grow your brand and raise people’s awareness of it. And, one of the most creative and authentic ways to do so is to implement storytelling.

Sharing stories on your products, employees, and loyal users via social media channels gives your brand voice and identity. Most importantly, it provides your users with what they really care about- the history of your brand, the people behind it, and its promises and values.

Here is how to use social media storytelling to boost your consumers’ engagement with your brand.

1.     Give your Brand a Consistent Voice

To stand out from your competitors, you need to give your brand an authentic voice. This simply means that you need to use the same approach, tone, vocabulary, and setting in both your written posts and videos. Creating a consistent brand voice gives you the opportunity to create recognizable stories your users will instantly relate to your company. Most importantly, each of these stories will reflect your corporate culture, values, and goals. Of course, there is no one-size-fits-all strategy for integrating cohesion with your storytelling. This depends on what you’re planning to achieve through storytelling.

2.     Add Context to your Stories

To make your story easy to follow, you need to contextualize it. Most importantly, you need to make it structured. For example, you could use a famous Freytag’s pyramid to achieve this effect. This five-act composition consists of the following elements:

  • Exposition– you introduce significant background details.
  • Rising actions– you add a series of events that lead to the climax.
  • Climax– just like in fairy tales, it is the most exciting part of your story that turns it around.
  • Falling action– the way you continue the story from the climax.
  • Denouement– you complete the story by providing a resolution.

3.     Focus on a Customer

The main aim of building a brand is to connect with your clients. After all, they represent the major factor determining whether you will succeed in doing so or not. Precisely because of this, it’s important that you make them a central part of every story you tell. For example, if you want to explain how a particular product will make their lives easier, you should present it from a user’s perspective. Let your target audience relate to the character and experience empathy. You can even take your storytelling to a whole new level by inviting your users to tell their own stories. To learn more about the importance of engaging your online community in your brand story is, listen to this podcast on storytelling.

4.     Make your Stories Honest

People won’t become loyal to your brand overnight. Before they decide to convert, they will want to learn more about your brand, especially the story behind it. This helps them relate to both your business and your products. Now, there are tons of tips on how to write a perfect story that will draw your consumers’ attention, but it all comes down to transparency and authenticity.

Put simply, when representing your brand on social networks to wide audiences, there is no need to embellish your stories to make yourself more relevant than you really are. People will appreciate your honesty and uniqueness.  When creating an impeccable story of your brand, you need to include the elements that resonate well with your audience. Tell them how your company was created, how you came up with your first product prototype, what differentiates it from its competitors, and what your visions for the future growth are.

5.     Personify your Brand

When creating a story, you should never forget that your business is built by real people for real people. This is something you need to emphasize and one of the best ways to do so is to let your customers meet people behind your brand. For example, to show what a typical day in your workplace looks like, you could livestream your employees or yourself via Facebook or Instagram. Most importantly, post behind the scenes photos and videos regularly across various social networks to keep your followers interested.

To Wrap it Up

Storytelling is not a new concept. It has been around for a while. It is only the format that has changed and will keep changing over time. Today, with the help of social media, you can make the most of your storytelling. Using different formats and platforms, you will be able to address a wider audience, offer a personalized approach and, above all, help your followers relate to your brand.

How do you integrate storytelling into your social media marketing efforts?

About Nate Vickery

Nate Vickery is a consultant and an online author mostly focused on covering latest trends and practices in digital marketing applicable to startups and SMBs. He is also the executive editor at Bizzmark Blog and an author on The Next Web.
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