Social media can be a great tool for telling your brand’s story. But like telling any story, you can either tell it right and make an impression or tell it wrong and bore…everyone… to death.
Why do you need to tell a story? You’re just selling a product, right? WRONG. Storytelling turns a marketing campaign from persuasion to inspiration. It creates the personal connection with a brand or product that clients are looking for and sets them on fire. Too often clients get lost in company-speak- PowerPoint slides, technical minutia, and memos.
Bored. To. Death.
Telling a story the right way with social media isn’t about telling the right story. It is about telling a story the right way, to the right audience, and with the right platform.
The Right Way- Is this a story that should be told with words, pictures, or video? Whose perspective should this story be coming from? Infographics make great visuals but should come from within the company, but client testimonials should be in word or video format and have minimal interference so it feels authentic.
The Right Audience- Be intentional about who needs to hear this story. Investors? Clients? B2B? If this is a marketing campaign to develop new clients, avoid language that only seasoned clients or other industry professionals will understand. If you are targeting a specific demographic, there are great resources out there for different platforms regarding user demographics and which audience is more likely to see your message.
The Right Platform- If your company is new to social media, stick with the Big Three- Facebook, Twitter, and YouTube. This makes your decision about which platform to tell the story with a little easier. Video? YouTube. Words or Pictures? Facebook and Twitter, depending on the content and audience. But if your company is a little more experienced with social media and is venturing into newer platforms, take advantage of opportunities to develop a following. Vine is a great vehicle for video that makes a big impact in a short amount of time. Pinterest is a great way to show off a variety of products without spamming a client’s newsfeed on Facebook. New platforms are more likely to have a smaller, more targeted audience.
Storytelling is a great way to build brand loyalty and develop a deeper connection with your audience. All it takes is a little bit of research and planning.