Build a tribe, not an audience
We all have that one friend who always has a story to share. And they’re pretty darn good at telling them. We gather round the table in eager anticipation of the ridiculous anecdote and the inevitable laughter that will follow. Whether it’s their unusual observations, their bad luck or their knack with accents, at every social gathering, this friend is a magnet. There is something irresistible about a good story.
The marketing industry is definitely responding to the reality that stories resonate far more than information — even to the point of stimulating our brains in greater ways [1]. However, whilst this wave of branded content hones the art of storytelling in advertising, what we must not forget is the role of the storyteller. Part of the joy that stems from hearing that crazy story narrated by your mate is the relationship you have with the storyteller — they’re your friend. The history you’ve built together creates familiarity, ease and trust which immediately creates an atmosphere of receptiveness. Branded content shouldn’t just be about capturing the attention of an audience, to entertain or inspire in the moment, but it is a way for brands to build long-term relationships with their consumers — to cultivate a sense of friendship and camaraderie.
How do we do this?
1. Share stories in order to share oneself.
What I love about listening to a friend’s story is not only am I thoroughly amused, or emotionally moved, but through the process of their storytelling, I’ve learnt more about my friend. I gain greater insight into their personality, their perspective, their values. The same sequence of events could happen to very different people — one could spin their day as a comedy, another could turn it into a tragedy, and another could make a melodrama out of it. Whichever way the story goes, the way the storyteller relates it reveals a lot about who they are. In this same way, storytelling in the realm of branded content, is a way for companies to build and develop their brand character. It’s a way for brands to wear their hearts on their sleeves a little bit; to tell their consumers what really matters to them, to create a persona and give life to a faceless corporation and faceless products. Apple’s ‘Think Different’ video, pioneered by Steve Jobs is a great example of a brand displaying their ethos in a memorable and motivating way without even mentioning technology — personality comes before product.
2. Become known for having something interesting to say.
Rather than trying to trick consumers into not realising that your content is branded before they’ve engaged with it, why not build a brand that is renowned for having something valuable to share. What if the mention of a brand wasn’t something that deterred or turned away viewers but actually attracted them? Just like that friend who instantly gathers a crowd at the pub or the party, be that stand-out brand with “top-notch banter” or whatever it is that makes your consumers stop and listen. Dollar Shave Club is excellent at this — their website has a space dedicated to original content, publishing an eclectic mix of articles that reflect the brand’s humorous, playful and satirical personality. The brand isn’t suddenly revealed after the content is watched or read, but the consumers go to the brand for the good content. It is the nature of the storyteller, of Dollar Shave Club, that attracts their consumers, and not just the story.
3. The story unites and creates allegiances.
The very act of telling a story creates a shared experience amongst the listeners. Transforming consumers into a community — building a tribe , and not an audience — is a powerful thing for a brand to do. Creating this sense of belonging can heighten loyalty to your brand. Red Bull’s YouTube channel reflects this well as their focus on extreme sports attracts and unites a particular demographic. Just like we might gather round the campfire (excuse the corny metaphor) to listen to a story whilst bonding with others, branded content should become this figurative campfire: a space where consumers gather not only because they want a good story, but because they know and trust the storyteller and the storytelling provides them with community.
