Storytelling on Social Media

Storytelling can bring excellent results to any business – small or large, in the food industry, fashion or any other industry. The best formula to achieve excellent results in business is to include Storytelling and Call to Action in the Social Media Marketing Strategy.

We all have a story to share and this is what large companies have done for many years. If you check the Christmas advertising campaign of Coca-Cola, John Lewis, M&S and Sainsbury, they all have something in common – Storytelling. They follow a story that makes you watch the ad, they are not asking you to buy their products.

This is what consumers want. They don’t want hard selling. Outbound marketing is the way forward.

If you are a business owner, make sure you change your strategy toward listening to your audience and responding to their needs and requests. Storytelling builds brand awareness and brings loyal customers if it’s done properly.

Stories can be told using words, images, videos or a mixture of all. The best Social Media Marketing Strategies include all.

Storytelling Sells

The Facebook Marketing Science team tested campaigns from 6 advertisers to find out if a blend of storytelling and call to action would work better than just Buy Now-ads.

During this analysis, they studied two types of Storytelling approaches:

  • Funnel-based storytelling, when an advertiser uses a series of messages to “walk” a potential consumer down the purchase funnel
  • Priming-and-reminding storytelling, when an advertiser uses multiple Facebook ad formats to both “prime” people with the brand’s story via video ads and “remind” people of the video narrative with display ads.

In most cases studied, The Facebook Marketing Science team founded there is value in integrating brand messaging with call-to-action messaging rather than solely using a sustained series of call-to-action messages.

Marketers should evaluate for themselves what is the “right” combination for their brands based on their business objectives.

When implementing a storytelling test for a campaign, advertisers need to keep focused on their key business objectives, aligning their target audience, images and measurement strategies to those objectives.

In addition, advertisers should evaluate their target audience, understanding the audience’s existing knowledge of the brand, demographic composition and Facebook behaviours should heavily influence the type of storytelling and the format of the storytelling phases.

The research was made by The Facebook Marketing Science team but the lessons learned can be applied everywhere on social media – Tell a story on your social media posts and then promote your products or services.

Know Your Audience

Before you prepare the stories you want to share with your audience, learn as much as possible about your target market and what social media network they use. Find out who they are, where they hang out, why they are on social media and when they are most active.

If your product or service appeals to one or more identifiable demographics, you can create content that appeals specifically to their tastes. Create ‘Buyer Personas’ to help you identify your ideal customers. You will find it easier to create the right content if you know who is going to read it.

Storytelling Ideas

There is a story behind everything you do.

Stories are actual experiences. Here are some ideas for the stories you can create and share:

  • Entrepreneurship journey
  • The story of your brand
  • How you developed your products
  • Why did you go into business
  • About your customers
  • Create a story based on the feedback received
  • Your business on social media
  • Behind the Scenes – when something exciting is going to be revealed soon

Your social media posts need to grab attention to make people want to read your posts and play your videos.

Follow a clear structure and transmit emotions. Remember that any story must have a beginning, a middle and an end, a hero and a plot.

Write blog posts and share pieces of the story on social media following the plot. Check out my blog post Storytelling, A New Trend in Business to find out how to build a story.

Here are some fantastic life stories of 50 of the UK’s most Inspirational Female Entrepreneurs.

Photo and Video Storytelling

Include a photo or a video in every social media post. Studies have shown that images can result in 85% interaction rate on Facebook and increased retweets by 35% on Twitter.

Your multimedia products must tell a story.

Video Storytelling is going to grow in 2017 and Snapchat, Instagram, and Facebook embraced this trend more than any other social networks. Just to give you an overview, Facebook introduced Live Streaming for everyone on 6th April 2016, Snap launched Memories in July 2016, to give the user the ability to save and search for past stories, and on 21st November 2016 Instagram added live video on Instagram Stories.

YouTube remains the most important channel of using videos for business, registering 4 billion daily views, so make sure you will be present there.

If you are not using videos yet, think about doing it in 2017. It’s going to be the main communication way for Storytelling.

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