Storytelling – A Powerful Tool When Branding Your Organization In Social Media

Storytelling - social mediaWhen we talk about social media, it’s the same as talking about connecting and making conversation. Via social networks people all over the world are able to interact, share content, valuable advice and also recommend products to each other, for example.

Social media is also a particularly useful tool for businesses that want to brand themselves, market a new product etc, as social networks allow them to meet their current and potential customers at close hand.

Here, it is therefore vital that a business is transparent in its communication, and the use of the concept storytelling can be an effective element, when wanting the customers to know more about the business and the people behind it.

What is storytelling then?

According to the National Storytelling Association (1997), storytelling can be defined as the art of using language, vocalization, and/or physical movement and gesture to reveal the elements and images of a story to a specific, live audience. A central, unique aspect of storytelling is its reliance on the audience to develop specific visual imagery and detail to complete and co-create the story.

Thus, when wanting to brand an organization, for example, it can be very effective to make use of storytelling in order to create and project a certain image and identity. Moreover, it can be a part of building a more personal relationship to customers, and gain their trust by letting them know who is actually behind the business and drawing on the human element.

When thinking about making use of the concept of storytelling, there are a few elements that are worth taking into consideration before getting started – depending on what situation you are in and what you want to achieve, as well. First of all, there are some different situations of the organization, and secondly, some important elements to think about when composing the content. Let’s take a look at them:

You can make use of storytelling in case of…

– breaking news
– education
– creating leadership
– product launch
– creating brand awareness
– crisis management
– being persistently present
– creating community relations
– practice of CSR

Typical elements of content:

– Make sure your story makes sense, and includes a beginning, plot and ending.
– Relate it to the specific needs of your target audience.
– Make your story unique, so the audience gets an impression of your company.
– Tell a story that is believable and builds trust in you.
– Be convincing, and think of the image and identity you want to project.
– The story should be memorable and inspiring – and maybe entertaining?

Storytelling is actually the most powerful driver of engagement in social media. Thus, when you get your story ready for your audience, it can be a very effective tool in obtaining a larger customer base. People love to hear a good story, which they can share with their network.

So why not start trying to tell some stories, and figure out how good a storyteller you are?

Clickbait: Information overload! How can brands cut-through all the noise?

Screen Shot 2016-04-12 at 10.11.34You won’t believe the hidden message in this blog post! Or rather – there isn’t one, I just wanted you to click through and read this. But bear with me – I’m about to suggest something incredibly controversial – a never-heard-before admission by a social agency!*

As much as clickbait is the emotional catnip of our online experience and can drive consistent traffic for publishers like The Daily Mail and Huff Post who churn out multiple stories each day, it’s still hugely annoying to discover you’ve been duped by an over-excited headline promising to give you all the feels. For brands, adopting the same practice can negatively affect perception and ultimately – sales. So how can brands cut through all the sensational copy and deliver successful results without falling prey to creating clickbait themselves? How do they beat them rather than join them?


Platform crackdown

In the early days of social, Facebook optimised content based on engagement, meaning that if users clicked on a piece of content, it received a higher ranking in newsfeeds. In 2014 Facebook took steps to try and crack down on those gaming this ranking using clickbait, and in February this year it introduced an update based not just on what users engaged with in their feed, but what they wanted to see. Facebook’s advice is that Pages should avoid encouraging people to take action (such as encouraging lots of clicks), because this will likely only cause temporary spikes in metrics that might then be rebalanced by feed’s ranking over time – meaning the latest ranking favours content that users naturally engage with rather than content that users click on through coercion.


Last month Instagram followed suit and announced it would alter user’s feeds to optimise the content users “care about the most”, and Twitter has also adopted a similar change (although users can opt-out and revert back to the chronological feed). The changes will hopefully make it harder for clickbaiters to game feeds with meaningless content, but the real aim for the platforms hosting is to surface more engaging content more frequently so users return often and stay longer.


The same goes for brands on social. If the content they produce is consistently engaging, then users will interact more frequently, leading others to discover it through preferred ranking. Ultimately, these new newsfeed algorithms exist to generate more meaningful engagement, driving not just clicks, but conversations via comments, and shares.


Learn and adapt

Meaningful engagement begins with relevant content that creates value for the user and the brand. While an insight-driven content strategy is key to delivering this, brands should also adapt stories and messages based on the emotional needs and behavior of their audience. This is more than just a case of ‘test and learn’ or refining what has already been done. Brands must also evolve their approach in line with new behaviors, platforms, competitors and rankings or risk being left behind by those who do.


A good example of a brand that does this well is Buzzfeed, who’s CEO recently shared their new strategic thinking, revealing how their objective has changed from getting users to click through to their main site to view stories, to allowing content to be consumed directly on other platforms. The new direction was prompted by analysing which content generated clicks and discovering that users prefer to consume some types of content within the platform they are already on. The company also found a discernable difference between user interactions with the same content on different platforms, demonstrating how content demand and consumption vary across sites. What spreads like wildfire on Facebook might fail miserably elsewhere.


Relevance is key

For brands looking to use social content to drive click-through to their site, it’s important to balance the goal of the company (clicks to eyeballs, or conversions to sales, for example) with the desire and behavior of users on different sites, and monitor response over time. Relevance is key to interaction, and brands that think like publishers will know that relevance is an ever-changing chameleon. While users are bombarded with meaningless clickbait, there is ample opportunity for brands to channel the social zeitgeist by delivering valuable content that meets audience needs in the format, time and platform that suits them. If they get this right, they won’t need clickbait.


At Mindjumpers we help companies and brands to think as publishers and provide end-to-end social media management across multiple markets, encompassing full social strategy, planned and reactive content creation, analysis and reporting.


If you’d like to find out more please get in touch.


*Don’t be naughty and scroll to the last paragraph – I’ve hidden the controversial part somewhere to optimize your dwell time in finding it!