All You Have to Know About Social Media Storytelling
Consider the stories you read as a kid or young adult; they likely had a beginning, middle, and finish; a denouement, climax, or conflict; and a moral. Excellent advertisements, while often written in a somewhat different style, may yet express the same depth of meaning.
The amazing thing to keep in mind about advertising is that a narrative isn’t just about words; a fantastic tale has the power to change how we view the world and ourselves. And compelling ads always have a narrative to tell.
People’s increased global awareness has led to a rise in creative approaches to using stories in advertising. More and more consumers are looking for brands with a deeper purpose than simply selling “interesting” products.
How, therefore, does one go about telling a tale in this day of overwhelming digital options? Here are a few helpful hints, so read on.
Create a Protracted Plot Structure
Literally, all that makes up a tale is a string of events connected by a few crucial details. You may use social media to convey tales in innovative ways that blur the lines between narrative and commercial. Even while you have some limitations (such as in length), you also have access to a variety of resources.
Hence, it’s crucial to plan ahead for your ultimate goals and move backward from there as you create your social content and as part of your advertising strategy. In one or five years from now, how do you see yourself accomplishing your company goals? In terms of your ideal clientele, where would you like to be? Just how do you intend to expand your customer base nationally and internationally?
Every piece of content, whether it’s a clip, blog post, video, or photograph, needs to tell a narrative. But what if you wanted to take your audience and clients on a journey that lasted for more than just a few minutes? It’s possible to “hook” consumers for the long haul if you consider how each piece of content and each advertisement adds to the larger brand and company story.
This may be achieved by considering the “narrative arc” – the introductory, middle, and concluding sections of your content – in relation to not only the individual pieces but also the overall purpose and potential of your distinctive offers.
It’s better to demonstrate than to explain
When you think about it, the word “storytelling” suggests that you’re expected to do just that: talk. Showing our story rather than explaining it is by far the most effective method of advertising, regardless of the medium. To what extent does this imply…?
In the world of social media, this may mean coming up with a captivating video, info-graphic, or just employing a gorgeous visual in conjunction with a catchy title to truly get across your message (or at least the substance of it) in a matter of seconds. Since you probably only have a few seconds to create an impression, you should make your message as simple and aesthetically appealing as possible in that time.
Use Proper Writing Form
Have you ever tried your hand at copywriting before? Fiction? Non-fiction? The fact is that you don’t need to be an expert in any genre to master your plot on social media; while experience helps, it’s not necessary. Creativity, bravery, and a message that gets right to the point — or at least hints at some incredible things to come — are what will really stand out.
Sometimes this will involve more of a plot, complete with certain standard narrative components, depending on your target demographic. Consider the archetype of the hero’s journey: the protagonist is thrust into a dire predicament where only they can bring about positive change (save the world from destruction). Use the same techniques employed by fiction authors to draw your readers in, and you have a good chance of capturing their attention right away.
Partners and Influencers
The most creative forms of social media marketing nowadays often involve many components, such as a well-known person, an honest cause, and a tangible product.
Talk to the People That Are Already Following You
The success of your brand narrative and the other content you share on your pages should be readily apparent, and fortunately, social media networks provide a wealth of in-built tools to help you figure out which posts get the most attention and interaction.
All you have to do is keep referring back to your observations and attempting the same thing over and over again. Was it just that one article, or maybe that lengthier blog or poem, that struck a chord back when you first read it? Another possibility is that a particularly funny image was shared widely. Your audience’s reactions may be gauged by reviewing your previous insights, which can then be used to inform the development of a brand-new narrative.
If you’re looking for a new approach to convey your message, try a dynamic interface like Facebook Live or an animated video. Longtime followers are more likely to grow bored with the same old content in their feeds, so it’s crucial to mix things up whenever possible.
Give It Some Weight (to the World)
Perhaps you feel confident enough in your present clientele and the results of your audience research to move further.
Finding what makes your product significant to the audience is the most important part of crafting a brand narrative or campaign. What are their most pressing concerns right now, and how will they evolve over time?
Once you know what really matters to your target market, you can craft a narrative—both a brand narrative and a collection of narrative fragments—to show a need with an emotional underpinning.