The Power of Storytelling in Social Media Marketing
A major flaw that we see some businesses and brands making online is talking at their audience rather than creating meaningful dialogue. In social media, the “social” part is the most important. It’s one of the key characteristics that distinguishes online marketing from traditional marketing. Social media allows you to connect with your audience and desired customers in order for them to feel like they are part of a community, not simply another purchase in your order history.
An important aspect of social media marketing, fulfilling the “social” part is storytelling. Establishing emotional connections and humanizing your brand can be the difference between converting and retaining a loyal customer, and having someone scroll past your content. Storytelling enhances brand identity to foster deeper connections, and establishes a consistent narrative that people can relate to. When you tell stories as part of your strategy, your audience will not just think of you as another business that sells products or offers services. They will feel like they know you based on what you share about your values, goals, and mission.
What is Storytelling in Marketing?
Social media storytelling consists of using social media platforms to tell stories about your brand or products to captivate your audience. But it’s important to remember that storytelling isn’t simply about selling something to someone. That’s a great end goal, but the primary objective should be creating a sense of community and personal connection with your audience. With the increased use of social media, audiences are more savvy, and can usually tell when a brand or social media personality is being disingenuous.
Storytelling - when it all comes down to it - is about showing rather than telling. Anyone can say that they’re different, but the natural next question is “how?”, followed by “why should I care?”.
Enhancing Brand Identity Through Social Media Storytelling
Storytelling allows you to establish a unique identity that resonates with your desired audience. It highlights your brand’s strengths and values to create a strong identity in the minds of the customer. Think about your favourite products. What draws you to them? Why are people so polarized between brands like Nike and Adidas, or Coca-Cola and Pepsi? It’s the unique qualities that differentiate one brand or product from another that make all the difference. And those qualities are communicated through careful storytelling.
Simply trying to sell a product by talking about it being different without showing how or why will never be effective. It’s the narrative around these products - the authenticity, humanity and values around these brands that make them stand out. Businesses that have ESG commitments, support local charities, donate a portion of their proceeds to causes they care about stand out to people. Brands that resist the urge to simply be a brand and choose to have an identity and personality behind their products have an advantage in a loud and saturated marketplace.
Consider a brand like Apple. Since its inception, it’s been a household name. This is partially because Apple introduced products that were new to the marketplace. But, it’s largely as a result of the ingenious storytelling around Steve Jobs as the master innovator. Apple as we know it today didn’t come on the market as a faceless brand. There was careful consideration in positioning Steve Jobs as the personality behind the brand, especially as other mobile and tech companies started rolling out similar products. Apple wasn’t simply an MP3 player or phone. It was inventive, innovative, and a new way of existing. This storytelling worked, with Apple providing a full line of tech devices that are used by approximately 50% of mobile device users in North America. When Apple came on the scene, having their products made you forward thinking, tech savvy, and ahead of the curve.
Connecting with Audiences on a Deeper Level
The case for Apple and many brands like it is simple. Through brilliant storytelling, owning an Apple device became a personality that many people still hold onto today. When people connect with brands on a deeply emotional level, their loyalty to the products they love becomes part of how they identify. They become passionate advocates for their chosen brands and that’s exactly the desired outcome. How many people sit around the table at family occasions calling out the singular person who owns an Android phone in a sea of iPhone users? It may not be about Steve Jobs as the master innovator anymore, but there is a sense of emotional connection and identity that comes with using one product over the other.
We all understand the hero, the underdog, the victory over struggle. We identify with the woman who started a business while on maternity leave who operates with her children and fellow moms in mind every day. We want to celebrate the student who started their side hustle as a way to get themselves through school. We see when personal experiences inform brand decisions. And these experiences, these stories, are exactly what make consumers feel a sense of personal connection to your brand. This connection and commitment to creating a community will help you reach your audience in an authentic way.
Elements of Effective Brand Storytelling on Social Media
Authenticity and Consistency
To earn the trust of your audience, it’s important to be authentic and consistent in your storytelling. Highlight some of the magic moments that helped build your brand and the setbacks you faced. Tell them about your team, the inspiration for what you do, and discuss the values and causes that matter to you. Being honest with your followers helps them relate to you and find the human behind the brand.
Know Your Audience
Knowing who you’re speaking to is crucial in striking the right message and delivering relevant content. Ask yourself questions like:
- What’s your core demographic?
- What are their aspirations and dreams?
- What issues are you trying to solve for them?
Knowing the answers to these questions will inform the type of content you share and how you can create an emotional connection between your story and your desired
Connect with Your Community
Remember: the point of storytelling isn’t to talk at your audience. You want to foster a sense of connection and community to establish an emotional connection. Use your social media networks and digital platforms to interact with the people who have taken the time to engage with you. Try reposting images from customers and community members who align with your values. Share positive customer reviews. Take some time to comment on community content, like and reply to your comments, and engage with DMs. All of these actions go a long way in facilitating a relationship with your customers that keeps you memorable and makes them want to continue supporting you.
How to Execute Effective Storytelling
Storytelling can seem like a daunting task. It makes you feel vulnerable and definitely takes some additional time and consideration. But, like most other things in the digital space, it doesn’t need to be complicated. When it all comes down to it, your audience simply wants to know that there are people and values behind the products they love, especially when you’re a small brand or business. Take advantage of storytelling and connection through:
- Personalized content like photo and video shoots
- Blogs
- Unscripted stories
- Instagram Lives
- Behind the scenes videos
Some of these can take as little as a few minutes a week. If a 10 minute Instagram Live gets you a handful of new followers or a single purchase on a product, that’s some pretty good ROI.
We’re Here to Support You
It’s important to remember that even though you might not have a big marketing budget, you can still make an impact on your audience through storytelling. Social media is a powerful tool that allows you to reach a huge portion of your audience and it’s important to use that to take advantage of storytelling to establish and maintain a strong brand.
If you’re not sure where to start, don’t worry! Our team of skilled and knowledgeable digital marketing experts are here to support you. Whether you’re looking for a full digital strategy that incorporates storytelling as a key component, or you’re looking for a bit of guidance to help you take your brand to the next level, we have a package that’s right for you. Reach out to us today at
hello@thesmallsocial.com to inquire about Social Media Coaching or our Social Media packages. We’ll help you tell your story to attract and maintain a loyal customer base.
