Social media is currently overwhelmed with too much content from brands and individuals. Therefore, knowing how to tell your brand story on social media will help you rise above all the noise.
If you want your followers to react to your content, it has to be intriguing. One way to do that is to use storytelling.
It is one of the oldest yet most effective techniques for capturing people’s attention. Below, let’s discuss how to create a brand story that captivates your target audience.
What is Social Media Storytelling, and Why is It Important?
A brand story is a well-crafted narrative that depicts the series of events that triggered your business’s formation and demonstrates how that narrative still drives your mission today. A well-crafted story evokes your customer’s emotions and gives them a reason to trust your brand.
Your brand story should be authentic and inform your target audience of your company’s values and purpose in an engaging, inspiring way. Storytelling allows you to deliver a specific message to your target audience entertainingly.
Storytelling has the following benefits to your brand:
- It allows you to create meaningful connections with your target audience
- It enables you to tap into the emotions of your target audience
- A story influences behavior, hence helpful in initiating a call to action
- Brand stories create customer trust
Here is how your brand story works to enable you to achieve the above benefits.
Elements of a Great Brand Story
Your brand story has to be impactful to generate enough interest from your target audience. Here are some elements to include in your story to create a desirable effect.
Utilize a Narrative Technique
Whether on social media or written in a book, stories are considered a piece of literature. Therefore, incorporating a narrative technique ensures you create a richer story that captures the emotions of your target audience.
Using a narrative technique facilitates using the following literary elements to improve the quality of your story.
All these will make your brand story memorable among those who read it. These elements combine to give your story a structure and make it more engaging for your target audience.
Tell an Authentic Story
Your brand story should help you create trust with your target audience. Such trust is impossible if you give your target audience a fabricated story. People will lose faith in your brand when they realize your story is just a marketing ploy.
The brand story you share reflects who you are, how you intend to help your target audience, and what makes you different from all the other brands. All these aspects are why customers trust and build connections with your brand.
The following shows the steps to create an authentic brand story.
Note: Nike has developed long-term relationships with their customers because they remain true to their brand’s identity. Nike uses its brand story to inform their customers of their values and aspirations.
For example, Nike shared the ‘Dream Crazier’ brand story on YouTube to remind customers of its value of advocating for equality in sports. The video represents women in the sporting space and their achievements over adversity.
Make The Story Emotional
A quality brand story stimulates emotions and empathy from your audience. And these are very vital to your brand story.
The emotions then drive action among your customers. It makes customers in the consideration stage understand that you are the ideal brand to help them address their unique needs.
For example, the Nike “What Will They Say About You?” campaign was a brand story about Nike’s commitment to promoting equality for women in sports. The campaign created an emotional connection with the audience by showing Arab and Muslim women athletes training and competing. This campaign aimed at triggering the Muslim and women athletes (embed the hyperlinked video) to buy Pro Hijab, a head covering designed for female Muslim athletes.
Associate the Story with Your Target Audience
Your brand exists because of your customers. Therefore, your brand story enables you to create personal connections with your target audience.
Associating your brand story with one of your target audience’s unique needs lets you establish this personal connection. It ensures something draws your audience’s interest to the target story.
For example, Nike uses a specific brand value to create a story that stimulates meaningful personal connections with their target audience.
How To Tell Your Brand Story?
You already know much about your brand story. But can you tell it in a way that elicits the expected reactions? Follow these tips to deliver a brand story that stands out.
1. Know Your Brand Story
Your story will not stand out if you aren’t sure about your own brand. Knowing your brand means being aware of who you are, what you do, what you care about, what you offer, what makes it unique, and why all this matters.
Defining the following aspects of your brand will help you determine how you will tell your story:
- Define your brand heart: This basically entails the core principles (mission, vision, values, purpose) your brand stands for. It shows that you are clear on what you want to achieve with your story.
- Define your brand positioning: Unless it’s a new company, there are views people already hold about your brand. Start by understanding what these preexisting views are and why people hold them. Your brand positioning will influence the plot and theme of your story because you can either reinforce these views or seek to change them.
- Define your brand messaging and voice: Your brand story shouldn’t change how you communicate with your customers. That is, of course, if you have been doing it right. Your story should be consistent with your previous brand voice and message.
2. Know Who the Story is for
Even in literature, stories are created for different target audiences. How you write your story, including literary devices, varies depending on the target audience.
The same rules apply to your brand story on social media. You identify your target audience and tailor the story to their unique needs.
Note: You must research your target audience and create a buyer persona based on your findings. The persona will also define your target audience’s needs and wants.
It may be a lot, but it allows you to create a story that resonates with them. Moreover, it is your pathway to creating a story that triggers a real emotional connection with your brand.
3. Define Your Brand Story Ideas and Message
A brand story should be authentic but not necessarily a collection of business facts and features. Instead, it is a narrative that relays a specific message and triggers an emotional connection with your target audience.
You cannot be short of ideas at this stage, having defined your buyer persona and brand position. For example, your core message should address a specific target audience’s needs and improve your brand positioning.
For example, Nike’s core brand story idea in the “Dream Crazier” campaign is to show women’s achievements over diversity in sports. The story features Serena Williams with a simple story message, “Having a baby and coming back for more? Crazy, crazy, crazy, crazy and crazy.”
4. Show and Tell
Imagery is one of the most influential literary devices for creating an intriguing story. You want to take your target audience on a mental journey that remains vivid in their memory.
The latest marketing statistics indicate that visual content is the future of storytelling. On average, your target audience will retain 55% more information when it’s accompanied by visual content.
The statistics also show that 91% of consumers prefer interactive and visual content over traditional, text-based, or static media. Video content alone accounts for 82% of internet traffic, making it an ideal format for marketers to disperse a narrative like a story to their target audience.
Another advantage of showing and telling is that your story becomes sharable. Visual content is 40 times more likely to be shared by your target audience on social media, improving your brand story’s engagement levels.
5. Share Your Brand Story Widely and Encourage Feedback
Your brand story is a communication to your target audience. It only serves its purpose if it gets to your target audience.
Perform keyword research to determine the hashtags that will make your story trend and reach a bigger audience. Also, make your target audience part of the story, encouraging them to share it widely.
Your target audience will also feel like a more significant part of your brand story if you invite them to participate and give feedback on your brand story. For example, use polls, contests, customer questions, and encourage customer reviews to encourage their participation and feedback.
Let Us Help You Create Your Brand Story
Of course, you want your brand story to be a hit and trigger an immediate emotional connection with your target audience. But that shouldn’t stop you. Get in touch with us now for help crafting a brand story that your customers relate to.