The Subtle Art of Social Media Storytelling
In today's modern and hyper-digital era, social media has become a critical tool for businesses of all sizes. Across industries we have seen how social is a powerful platform for connecting with past customers, building or reframing brand awareness, and driving new or recurring sales. However, with competition for attention at an all time high, it's more important than ever to craft top-notch social media stories that engage your audience and make an impression that lasts.
What is social media storytelling?
Social media storytelling is the art of using networks of various reaches and audiences to share content-rich narratives that connect with your audience on a meaningful and emotional level. It's about more than just posting products and promotions; it's about creating content that delivers a compelling narrative, opening a genuine conversation, and influencing actions— personal, emotional, environmental, or simply in buying/style habits.
Why is social media storytelling important?
Storytelling is one of the original hallmarks of humanity: a way to connect, share knowledge, history, and wisdom. It is no wonder that storytelling has such a powerful role in modern interaction. Here are just a few reasons why you should know about social media storytelling:
It helps you cut through the clutter. With so much content being shared on social media every day, it's important to find a way to make your brand stand out. Social media storytelling can help you do that by creating content that is unique, engaging, and shareable.
It builds relationships with your audience. When you share stories that your audience can relate to, you're building a connection with them. This can lead to increased brand loyalty and customer advocacy.
It drives sales. When your audience is emotionally invested in your brand, they're more likely to buy from you. Social media storytelling can help you create a sense of urgency and excitement that encourages your audience to take action.
How to create great social media stories
Here are a few tips for creating great social media stories:
Know your audience. Who are you trying to reach with your stories? What are their interests and needs? Once you understand your audience, you can create stories that are relevant and engaging.
Keep it simple. Your stories should be easy to understand and follow. Use clear and concise language, and avoid using too much jargon.
Use visuals. Images and videos are more likely to capture attention than text alone. Use high-quality visuals that complement your story.
Tell a variety of stories. Don't just stick to one type of story. Share a mix of personal stories, customer stories, and industry news.
Use a storytelling framework. There are several storytelling frameworks that you can use to help you structure your stories. A popular framework is the Hero's Journey, which consists of three acts: the setup, the challenge, and the resolution. Whatever framework you use, make it consistent, and apply it liberally so that your audience can effectively connect with your brand.
Keep it interesting. Some brands thrive off a ‘story-only’ approach to social media. While this can work in special cases, it is best to intersperse these stories among standard posts and content. This ensures each storytelling post is most impactful.
Storytelling Case Studies
Here are some examples of brands that are using social media storytelling effectively. Key examples are linked for further reading at the campaign level:
Nike: Nike is one of the masters of social media storytelling. They often share stories of athletes who have overcome adversity to achieve their goals. These frequently updated stories are inspiring and motivating, and they help to connect Nike with its core audience of athletes.
Dove: Dove is known for its body-positive campaigns. They often share stories of real women who are embracing their bodies and challenging unrealistic beauty standards. These stories are empowering and inspiring, and they have helped to make Dove a brand that is trusted and respected by women. Recently, Dove has also tackled issues of toxicity in social media imaging— the linked article explores this in detail via Ad Age.
Airbnb: Airbnb is a great example of a brand that uses social media storytelling to showcase its customers. They often share stories of people who have had amazing experiences using Airbnb. These stories are heartwarming and relatable, and they help to show the human side of the Airbnb brand.
By following these tips and campaign-level examples, you can start to create your own social media stories that will engage your audience and drive results for your business.
Remember, social media storytelling is an ongoing process. It takes time and effort to create compelling stories, but it's worth it in the end. By investing in social media storytelling, you can build a stronger brand, connect with your audience on a deeper level, and achieve your business goals at an unprecedented pace.
If this is something you would like to learn more about executing, or outsourcing entirely, Halyard is the partner to make that a reality. Reach out here to chat.