Social Media & Storytelling: How to Get it Right & Increase Engagement
In the chaotic age of marketing we live in today, consumers are bombarded with information no matter where they turn. This poses marketing professionals the challenge of telling their brands story through a variety of mediums, including social media. Read below to learn how social media storytelling differs from other marketing methods and how to grab your audience’s attention with a message they will remember.
by Isaiah Bradford
Social Media has become embedded into our cultural fiber, making it easier than ever for brands to connect with their ideal customers. But as consumers become more educated simply posting occasional content is not enough. If you want to convert your audience into actual customers, then you must evoke emotion through telling your story. Engaging your customers through stories helps them to recall details about your business later. Creating content that ignites emotion will also lead your audience to developing a deeper connection to your brand which will keep them coming back for more.
Due to social media user’s short attention spans and the nature of the “short and sweet” posts platforms provide, telling your brands story requires a few items that should be considered before posting.
1 — Plan It Like A Play
If you are a former thespian than you are familiar with traditional story arcs. Typically, a story has three acts. In act one we have the exposition where we introduce the character and conflict followed by the rising action leading to act two. In act two we find the climax or a suspenseful turning action. In act three we find the falling action leading into the resolution.
While in the planning stages of your social media campaign analyze your end goals and work backwards. This helps to better outline your long-term goals which can be broken down0 into strategic short-term goals that help you attain desired results. This method will also aid in creating consistency among your campaigns over time while keeping your audience engaged.
2 — Get Visual with It
Traditionally storytelling sparks mental images of words sprawled throughout a book or a film showcased on the big screen. When telling a story on social media however you must produce content within the limitations set by each platform. This requires creatives to conjure up compelling content that visually stuns their audience while simultaneously getting their message across.
When brainstorming content ideas be sure to think out of the box. A simple picture and caption does not always do the trick these days. Consider simple visual mediums that allow you to convey your message in an appealing manner such as videos, infographics, charts, maps, cartoons, and personal photos/videos from customers.
3 — Blast Out Blogs & Other Storytelling Marketing Material
If your website features a blog with themes that encompass the essence of storytelling you should be posting them to your social media accounts. It is also good to include an image on your blog or attached to your social media post featuring your blog URL to better catch your customers eye.
If your brand is featured in a major publication or has been profiled by a blog or news outlet be sure to upload these links as well. Post featuring these types of positive press will help boost your brands level of trustworthiness among your audience.
4 — Make Meaningful Connections (& Post About Them!)
When it comes to content marketing, connecting with customers is what it is all about. Social media provides your company the opportunity to directly engage with your consumers. Be sure to reply to comments. Communicate in a tone that resonates with your audience. Also take the opportunity to elicit visual feedback from your fan base. Whether it be a video review, a blog sharing their personal experience with your brand, a photo featuring your product, or a simple screenshot of a customer review — this user generated content will do wonders in creating trust in your brand and increasing online customer interactions.
Incorporating social influencers that connect with your audience can also be beneficial to your brand as well. Having online celebrities generate content like the above mentioned gives you additional content to post on your page with the added benefit of dual promotion on theirs.