If you want to appeal to your audiences on social, it's not enough to be engaging. It's not even enough to publish a lot. Today, savvy marketers know they have to capture users' attention through storytelling - and the more authentic they sound, the better the results. Read on to learn how to create a compelling story for your brand in five easy steps.
But while many are well aware of the advantages of storytelling, few know how to actually craft stories that are compelling and - most importantly - authentic.
Here are five steps to creating a relatable, authentic story about your brand that will allow you to stand out from the crowd and build meaningful relationships with your audience.
1. Create a Brand Persona
In order to create a convincing personality for your company, try imagining it as a real person. Ask yourself these questions during a brainstorming session:
- Would you categorize your brand as a man or a woman?
- How old would they be?
- What would be their interests and personality attributes?
- What type of language would they use?
- How would they be different from your competitors?
Bonus Tip: Don't forget to think about your target audience, too, and determine what type of person they would like to hear from.
2. Highlight Your Personality
So how exactly do you shine the spotlight on your personality?
One word: language. It should be reflective of your key traits, aligned with your target audience, and threaded through all of your brand comms. This way, you'll be able to sound authentic and relatable.
Fast food chain Arby's is a great example of a brand that has streamlined their voice across social media platforms. On Facebook, Instagram, and Twitter, Arby's is using the same geeky tone that strongly resonates with their community.
3. Appeal to Feelings and Emotions
That's why feelings and emotions (especially feel-good ones) should be present in your messaging. Once you have identified which emotions you want your brand to be associated with, think about how you can develop a content strategy that will help customers clearly make a connection between that feeling and your brand.
Storytelling is not the only thing LUSH has mastered on social. See our in-depth analysis of the company's social media strategy and discover some of their best practices you can successfully apply to your business!
4. Use the Right Storytelling Structure
Setting up the right context is everything when it comes to making your story digestible. Start by letting your community know why you're telling them a story. As you progress, link back to these introductory posts to give the newcomers a full picture of your messaging.
The next step should be evoking interest - for instance by addressing a common problem your company is aware of. Finally, move to the resolution and offer your audiences something of value, such as a solution to their difficulties.
Following this simple structure will enable you to keep your audiences interested and coming back for more. You can also monitor their responses to your story more in-depthly with a social media analytics tool to measure engagement, fan growth, and more.
5. Encourage Your Audience to Share Their Stories
Chances are your stories might remind your audiences of their personal experiences. Including these experiences in your narrative is a great way of demonstrating that your company and your community have a lot in common, which plays a critical role in developing strong brand-consumer relationships.
Birds & Blooms, an American bird and garden magazine, regularly publishes fans' photos along with detailed descriptions on their Facebook Page:
Interested in learning some of the most effective tactics of visual storytelling? Get a behind-the-scenes look at the social media strategy of National Geographic!
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