Do you want to know how to set great storytelling on social media?
Telling stories is the most natural way to create a link between each other, when we go out with friends it’s normal telling stories about ourselves, our daily routine, job and so on.
It comes normally that nowadays, on social media, brands use storytelling as well to create a relationship with their audiences.
The businesses that succeed are those that tell the best stories, and if we take a moment to think about the digital environment in which we all operate, we have to deliver content every day, on different platforms and it’s our job deliver content that can be valuable for our audience.
Let’s start to the pillars to build a great storytelling for our brand social media strategy.
- Start with emotion
In order to build a story, we need to identify the emotion that we want to stimulate and generate among our audience.
Here the main emotions to work with:
Joy – Sadness – Fear – Disgust – Anger
Emotion is the first gateway to create a connection with people, a story that doesn’t generate an emotion is like a blank sheet.
Moreover creating emotional content can bring to a much higher shareability on social media, which is an important communication goal to achieve.
According to a research conducted by New York Times, contents that stimulate Anger and Joy can make a content more viral on the internet.
I personally prefer contents that inspire Joy rather than Anger, and brands should focus more on give positive vibes rather than playing on the side of negative feelings.
2. Craft a story around you
Authenticity is key to delivering great content, so in order to create a unique story start with a real experience that you lived and that can fits very well with the identity of your brand.
To start doing it, try to write down an experience that you can remember vividly, that makes you feel one of the emotions mentioned in the first point.
3. Context & Target
Now that you have a draft of the emotion that you want to stimulate, a draft of the story that you want to tell, start to put yourself in the shoes of your target audience, individuate how they talk, what matters to them and which social media platforms they use the most.
Make a map of your target and social media contexts in order to have a clear view of where your story will be distributed and who will reach.
It’s not finished yet, now that your map is clear you need to figure it out the preferred media to use to tell your story, images and videos are the most engaging media on social media, so always keep an eye on the best format media to communicate with your target, maybe you will discover that Gifs can be powerful too.
4. The “What if” element, World & Character
You have the emotion, the story draft and the contest and target, now you need to transform your work into a real and powerful story.
To do that take your story draft and start to imagine different scenarios, ask yourself, “what if now happens something like this?” “What if my story takes place in this particular scenario?” “what if the characters of my story have these characteristics?”
You can really free your imagination in order to find original solutions to create a specific world for your story and your characters.
Talking about characters, they need to be crafted around your target audience, you cannot talk to a group of teens by having as protagonists a group of old men, it creates cognitive friction (read about Cognitive Fluency), which is something that needs to be avoided in every communication strategy.
5. Touchpoints & Micro-conversions
Crafting a storytelling for social media means to be aware of the fact that people will love to interact with it, so when you plan the publication of your contents on the platforms, always include a clear call to action related to your story.
Ask people to express their opinions about how they will imagine the next chapter of your story, or to express their opinion about their favorite characters.
Engagement is the key element, always structure your storytelling strategy with clear call to actions, in order to measure the outcomes of your communication.
I hope that you’ve found this article useful for your business, we take care to build personalized storytelling strategies for our brand partners, if you want to talk with me and share some thoughts, hit me on firstname.lastname@example.org or visit us at Call The Tune.
Wish you a great day