More and more, people want to get behind a brand that has a meaningful mission, rather than just buying something because it’s “cool”. Now in an oversaturated social media market with ads for everything, how do you come across as new and vibrant, and out-shine the competition? Stories. Since the beginning of time, humans have been telling each other stories around fires and water coolers; this connection helps shape our days to aim for greatness by building on past experience. So, what’s the best way to tell a story in today’s overcrowded digital landscape? Here are our tips to make your storytelling stand out in the online world.
Meaning
All great stories have one thing in common — a meaning behind the text, something to leave a lasting and memorable impression. Regardless of the amount of time you could dedicate to studying the social media market and target demographics, this still may not be enough, especially if you are developing a new marketing campaign. Your understanding of what makes your product important to the customer should be thorough enough that it will last the test of time. Adding some meaning to the stories you tell in your social media campaigns has been shown to make a huge difference in how your brand is received; for example, the sports drink industry thrives on its ability to tell the stories of athletes around the world, and keeps up that connection by sharing their success with their followers, fostering greater engagement and personal connections by telling a story, rather than simply advertising the best deals.
Show, Don’t Tell
The word ‘storytelling’ evokes an image of some theatrical spectacle littered with excitement and wonder, however, in the world of marketing, there isn’t quite enough time to create something so epic. In the vast realms of social media, it is just as important to be informative and precise as it is to be sharp and to the point. When you decide on the story that you want to tell, consider ways to build around the topic, rather than just spitting it at your reader. Adding visual aids such as videos, photos and other interesting graphics can help say more with fewer words. Check out our blog on 5 Ways To Add Video To Your Social Media Strategy
Linear Storytelling
All stories have three core elements, a beginning, middle, and end. One integral aspect of your ad campaign when involving storytelling is that your story, whatever it may be, needs to be linear and coherent or it could leave your customers and followers confused and dissatisfied. Every video clip or image upload needs to be either self-sustaining or clearly linking to the remaining story aspects. This developing story arc that you are making also works in conjunction with your potential long-term goals, offering unique possibilities for relating ad campaigns. A successful example of this would be the meercats from ‘Compare the Market’, being a recurring instalment in their ad campaigns.
At the end of the day, your story is yours. Whether you are selling sports drinks or looking to bring more followers, your story needs to include several key aspects; meaning or moral understanding, enough visual representation to entice but not bore, and a coherent storyline.
