Marketing is no longer about the stuff that you provide, but about the stories you tell. Gone are the days of simply sharing your product’s or service’s key features and waiting for sales to come in. Creating a story around your brand is now necessary to capture your target customers’ attention and ensure brand loyalty.
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What is storytelling?
At its core, brand storytelling is centered on building a narrative instead of simply plugging your products. A cohesive, memorable brand story can be a powerful marketing tool, with varied benefits. Storytelling helps to:
- Create a perception of your brand that goes beyond your products.
- Connect with your audience on a personal and emotional level.
- Bring your brand to life by making it more human and giving it a voice and persona.
- Selling an emotional connection with your brand instead of selling your products or services.
- Market to your consumer without it feeling like marketing.
How do you define your brand’s story?
When defining your brand’s story, consider first what makes your company unique. From there, think about the tone that you want to convey in your messaging. Are you a fun brand that uses humor, or do you prefer to stay strictly professional? Finally, consider your target audience. What kind of message do they want to hear? What branding resonates with them?
From there, adjust your content appropriately. If you opt for a highly professional attitude, refrain from integrating unnecessary humor. When you’re going for a fun approach, don’t make things odd by randomly using overly formal language.
What are the things to consider when creating content?
Keep in mind that all successful campaigns include personalized storytelling. Allow the brand’s personality to shine and keep the story personal. When readers can identify with wishes and challenges, you get to create emotional connections. These emotional connections will lead to an effective marketing campaign that will generate sales.
Each post should be relevant and honest. It should show feelings and align your brand’s story with the values of the audience.
How to tell your brand’s story on social media
The first step in creating a comprehensive brand story on social media is to create a powerful connection that resonates with your target audience. As such, you must begin by delving deep into your target audience. What drives them to make a purchase? How do they like to connect with brands? Where are they interacting with brands, and what kind of content do they engage with?
Once you have a deeper understanding of your target audience, you can begin to create content that they want to see. Examples of powerful storytelling content can include:
- Creating videos, images, and posts that tell your story in an easily-digestible, visual way.
- Highlighting differentiators, speaking to your reader’s emotions and motivations, and helping solve their pain points.
- Using macro- and micro-influencers to give clout to your story.
- Adding credibility to your brand story through reviews, endorsements, long-form stories, and giveaways.
- Creating blog posts and press releases that match your brand story and provide value to your readers.
Once you’ve created an awesome brand story you want to get out there, it’s time to get it in front of your target audience. Strategically amplifying your content and story will help ensure that your content reaches the people you want it to, and moves you away from relying on posting and hoping that your target audience finds it.
Social media advertising is one of the best ways to amplify your content, especially with the advanced targeting and retargeting features available on the platforms. Consider amplifying your content in the following ways:
Craft social ads to tell unique stories and take risks to draw attention.
Social ads help to drive direct response and awareness to your brand. These advertisements show up in your audience’s newsfeeds, making it important to stay away from blatant marketing and instead share your brand’s story instead.
Some of the best social advertising involves taking a risk to help your advertisement to stand out from the others. If it fits within your brand story, consider introducing something unique or bold into your advertisements, like these examples from Snowbird:
Use native video or native display ads to grab attention, boost engagement, and drive site traffic.
Native advertising is defined as “material in an online publication which resembles the publication’s editorial content but is paid for by an advertiser and intended to promote the advertiser’s product.” In short, it’s an ad that is written like it’s a natural part of an online publication. You’ve likely seen native advertising on many different platforms – Buzzfeed is well-known for partnering with brands to incorporate native advertising on their site.
When using native advertising to share your content, storytelling becomes that much more valuable. Your ad can’t read like an ad – instead, it has to educate, inform, and entertain your reader like any other article on the site. While native advertising is a more labor-intensive process, the benefits can be substantial: you’ll see 300x consumer attention while getting 100% share-of-voice.
Once you’ve created creative assets and a brand story perfect for your target audience, you now need to ensure that your message is reaching the right people. Social media’s targeting features means that you can specifically amplify your content to the people you want to see it. While you may not reach a broad audience, you’ll know that the people you do reach will resonate with your brand story.
The options you have to target your customer are endless – target by lookalikes, interests, behaviors, demographics, and more. If you want your content to reach people between the ages of 25-35 who ski regularly and have recently shopped for skis, you can do that with social ad targeting. For an in-depth guide on how to target your customers on social media, check out our blog on how to use Facebook Custom Audiences for retargeting.
Why use storytelling on social media?
If you’re still wondering why you should use storytelling on social media, consider these statistics: the average U.S. citizen consumers 100,500 digital words per day. Storytelling is a great way to make your brand stand out from others, especially since 92% of customers want brands to make ads that feel like a story. The numbers don’t lie – building your brand on social media with storytelling is the way of the future.
If you’re looking for some help with getting your brand’s story solidified, the social media team at Volume Nine is here to help. Reach out to us today to learn more about how we can help grow your brand on social with storytelling.