5 Ways to Use Storytelling in Your Social Media Marketing
Do you want to use storytelling in your social media marketing? Are you looking for inspiration? Building your social media campaigns around stories helps you stand out from other brands, and grab the attention of consumers. In this article you’ll discover five ways to use storytelling in your social media marketing.
Pay Attention to Story Structure
Freytag’s pyramid is a powerful storytelling framework used in a variety of creative works from Aesop’s Fables to Shakespeare’s plays.
This structure splits the story into five narrative arcs, evoking various emotional reactions from your audience. These arcs include the inciting moment, the complication or rising action, the climax (or turning point), the reversal or falling action and the moment of release.
In your storytelling you can follow the steps in Freytag’s pyramid or use them in parts, but the approach helps you make an emotional connection with your consumers.
Sequence Your Ads to Create Stories
According to the recently published The Power of Storytelling from Facebook IQ, online storytelling on social media can have a direct impact on in-store purchases.
As an experiment, Refinery29 tested Facebook ads that were sequenced like stories. Overall, the experiment yielded a 56% conversion lift and an 87% rise in view-throughs. Refinery29 also saw a 7% increase in in-store purchases and a 10% increase in online purchases.
Align Your Story with Audience Values
A belief ecosystem allows you to move away from product-oriented branding to a more lifestyle or customer value-oriented branding. This is a natural fit for social media where businesses need to define a niche target group (the first believers), develop a brand communication strategy (giving consumers a simple and clear reason to believe) and create online and offline spaces for brand reach and to share stories.
Tell Local Stories
With powerful social media reach (1 in 7 people in the world are on Facebook) and democratization of the narrative, our online activities are propelling the shared economy to give us services that came from the computer and became real. Just like Uber or Airbnb, we’re in a world where stories don’t end with singular offline or online experiences, but instead merge and continue.
Feature Your Unique Value Proposition
The McKinsey S-C-R (situation, complication, resolution) framework helps you develop a story that’s compelling and cohesive and brings out the unique value proposition of your brand.
Although it’s mainly for humor and fun, Blendtec’s Will It Blend series is a great example of the S-C-R structure. The video series has been instrumental in making the Blendtec brand a viral sensation and also has increased sales. This episode alone has garnered over 4.3 million views.