Featured image from suvonni.com.
This Buzzhoney video defines the characteristics of a good brand story as one that,”Puts the customer at the center of the story or it makes them the hero of our journey.”
The social media matrix offers a multitude of opportunities to create impressions that build emotional connections, and compel consumers to act. Effective storytelling brands inspire engagement.
In her article, “How to Use Digital Storytelling as your Social Media “Secret Sauce,” Shanna Mallon offers five strategies to maximize a brand’s storytelling impact. You’ll notice the she has interwoven traditional journalism tenants throughout the following steps.
Step 1: “Show Your Brand’s Human Side.”
This includes opening the doors to your brand to the consumer. Do consumers feel the brand is accessible. It is a marketer’s primary job to make certain they feel or appreciate a relationship with the brand or at least the potential for a relationship. Strategies to promote the human-ness or personality of a brand may consist of on brand development and how the brand is learning from and responding to customer needs and a, “Look behind the scenes,” of brand production. For example; a walk through a day in the life of a brand employee.
Step 2: “Share Your Brand’s Story.”
Because consumers, “Buy in,” to the story behind the brand and not the brand itself, it’s essential to maintain that identity through all partnerships and brand activities. All content–no matter how tiny–represents and bolsters the brand identity.
Step 3: “Work Narratives Into Updates.”
Craft stories that in a variety of social forums. Whether in the form of a photo on Instagram or a miniature blog on Facebook, it’s possible to create a sense of storytelling through all communication with the brand’s consumer.
Step 4: “Share Consecutive Posts to Share a Broader Story.”
A series of communications–by their very nature–captures the storytelling vibe and solicits engagement. When the consumer wonders, “What will be next?” they have become invested and fundamentally engaged in the evolving brand story.
Step 5: “Incorporate Elements of Story Into Posts.”
Marketers must return to the journalistic and communication fundamentals when crafting brand narratives. Have we created relatable characters? Is the topic relevant to the consumer? Do they care? Is there a beginning, middle, and an end to the story? Does the storytelling have a point of view? Does our story have a climax? A falling action? Does our story surprise? Include conflict and resolution?
Traditional journalistic standards apply in the tightly packaged storytelling experience and allow brands the rewards of activating all 4 of the social media E’s.