What Does Brand Storytelling Do?
Brand storytelling on social media will engage your customers. It does this by making them more aware of your brand. Not to mention, it can get you new followers too. People remember a company for its story. This is why building a unique brand story on social media involves telling it through many platforms.
Of course, brand storytelling can be tough. The trick is to figure out the best way to tell your brand story to your social media fans. We have grown up in a story culture. In addition, there is no reason that cannot be used to promote your company.
Storytelling should remain at the forefront of your mind when thinking about how to market your business. This is because a good story evokes emotions. It can be the difference between a customer buying a product from you or never shopping from your brand. Ads that can evoke emotion gain more customers than traditional ad content.
Of course keep with your usual communication of key marketing points and staying on brand. However, remember, it is vital to take a human approach. This will tap into the hearts and minds of your desired customers. This way they will want to know more. As a result, they will invest more time into your brand.
When a story is told well, a neurochemical called oxytocin is released in the brain. This chemical boosts a person’s trust in a situation or storyteller. If a brand masters its storytelling, it helps to develop a much needed strong relationship between the company and the consumer.
Brand features, attributes and info are vital. However, customers evaluate brands on how it makes them feel. Emotions and positive experiences drive sales. As stories evoke an emotional response, the storytelling approach is absolutely vital.
Stories Are More Memorable Than Facts & Figures
The Stanford Graduate School of Business found that stories are up to 22 times more memorable than facts and figures alone. Capital One saw this firsthand when the company decided to activate its popular, “What’s In Your Wallet?” campaign on Instagram.
It was a top performing campaign for them. The company increased its ad recall by 16%. They did this by partnering with Instagram influencers. The influencers helped them visualise their #walletstories. In this campaign, the influencers created visuals of the personal keepsakes in their wallets. They then paired them with personal, humorous and quirky stories behind them.
The effort allowed Capital One to reach a younger customer base. In addition, the use of storytelling made the campaign more memorable than its other ads.
Our Neural Activity Increases 5X When Listening to a Story
Storytelling lights up the sensory cortex in the brain. This can make you feel, taste or even smell the story. Research shows that storytelling activates a process in the brain called neural coupling. This results in the listener to empathising with the story. In addition to relating it to their own thoughts and experiences.
If you really want to light up your customer’s brain activity, you need to invest in emotionally-charged storytelling. A good example of this comes from Toronto stationery store, Take Note. The company created a video to tell the story journey of one couple’s relationships through the notes they left for one another.
It was simple, poignant and highly relatable. This video elicited a very strong emotional response.
Stories Increase Our Likelihood to Purchase Products
Research from Headstream says that stories have the power to sell us in the moment or in the future. The company found that if people love a brand story, 55% are more likely to buy the product in the future. In addition, 15% will buy the product immediately.
Refinery29 is another example. They are a lifestyle outlet targeting women. They uncovered the power of storytelling to increase its subscriber base. The company tested a sequential storytelling ad campaign to one customer segment. While another was targeted with traditional ‘subscribe’ ads.
In the storytelling ads, Refinery29 first told its story. Then provided product information and last invited people to subscribe. Over a 12-day period, the sequential storytelling ads blew the traditional ads out of the water. Refinery29 reported an 87% increase in people visiting the landing page from the storytelling ads. In addition, they reported a 56% increase in subscription rates.
How to Implement a Storytelling Strategy
1. Brand Character
Successful stories tend to have a protagonist. Therefore, integrating a brand character into your marketing strategy is a great place to start. It helps to boost shares and engagement. For example, Compare the Market. They enjoyed an 80% jump in internet traffic. It was thanks to the TV ad introduction of meerkat Aleksandr Orlov.
Remember the return of Go compare’s moustached Italian opera singer, Gio Compario, to TV screen in the UK? That contributed to a 26% increase in customers looking for quotes. Insurance revenues rose 17%. Another example of a strong brand character in action is Alfac Duck.
The idea first came to light when an agency creative realised that the brand’s name sounded like a duck’s quack. The duck has featured in many ads. The duck now has 784,000 followers on Facebook. In addition to 65.5 followers on Twitter.
According to the company, the Alfac Duck made people more aware of their brand. It did this to where 9/10 people in America and Japan had heard of the brand. When creating a storytelling marketing strategy for a business, it is important to think about your target audience.
2. Increasing The Emotional Impact
Make your consumer feel good when they interact with your brand. This boosts sales and interaction. Here are some ways you can boost the emotional impact of your campaigns:
Tell Personal Stories
You can document your journey as a brand from the very beginning to where you are now. You can interview vital members of staff. Personal stories are easier to relate to than corporate content. They can boost people’s trust in a brand. Fintech brand Revolut does this well with their RevInsider series. It gives behind the scenes insights to the people and teams behind this popular platform.
Interact with Consumers
Interaction is vital. You want to take your fans on an interactive journey. This helps them to feel part of your story. By making people feel wanted, you keep them engaged. You are doing this by tapping into a human’s need to feel useful and wanted. If you become an interactive storyteller, your brand can be creative in many ways. For example, polls and quizzes, live question and answer sessions. In addition, this gives your business strategy feedback.
There is a huge amount of power in brand storytelling. Every brand should be telling their stories on social media. A brand’s story is remembered. Customers can connect and relate to it. It shows that people are running the brand. Through this, customers learn that they are no longer just starring at an ad. Your own brand’s story needs to be told in a way that appeals to your customers. In addition to your community to make people feel apart of your brand story and connected. Your brand’s story will engage customers. So, begin to work on defining your story.