Why Storytelling Matters
At its core, social media has always revolved around capturing the moments in time that you want to share with your family and friends. It’s a snapshot of who you are, where you’re going, and the people you're sharing the journey with.
As such, storytelling is at the epicentre of a good social media strategy for your business as it enables you to build a narrative that connects and shares your mission and your journey with your audience.
All social media platforms have their own demographics and user behaviours that influence the types and ways that stories can be told, but the important concept to keep in mind for your business aspirations is that in social media, storytelling matters.
What Is Storytelling?
According to Wikipedia, storytelling is:
“The social and cultural activity of sharing stories... as a means of entertainment, education, cultural preservation and instilling moral values.”
A good story gives shape, meaning and context to your audience about a particular theme; and does this by taking them on an emotionally intriguing journey that allows you to direct the course and the destination.
With that said, the savvy entrepreneurs who place their audience's experiences at the centre of their communications and online marketing efforts through the use of story, will have the advantage of connecting people to their vision in ways that their competitors can't.
This is because a good story is remembered, and most importantly for your business goals - a good story gets shared.
Why You Should Use Storytelling In Social Media
Harnessing the power of social networks allows you not only to share content, but to tell your audience why your business should matter to them.
If you look at some of the biggest brands around, you’ll notice that they use the art of storytelling to distinguish themselves from their competitors in simple, yet compelling ways:
- Apple tells stories of people challenging the norms
- Nike tells stories of people doing the impossible
- Airbnb tells stories of travellers living in homes around the world and belonging anywhere
The biggest mistake that an online entrepreneur (or marketer) can make is to think that social media is simply a distribution channel, when it is in fact a conversation hub; a transmission of experiences; an invitation to share values; and an opportunity to build relationships.
Let's face it - it's getting harder and harder to maintain your audience’s attention because they're bombarded with advertising and pressed for time. Good storytelling solves this problem.
Because a well crafted story draws your audience into the narrative by captivating their attention; disarming their skepticism; inspiring their desire to participate; and motivating them to take action.
For entrepreneurs who are looking to stand out in the noisy world of social media, storytelling is the not-so-secret-sauce to building a loyal fan base around your business.
Great storytellers have been revered throughout human history. They are the men and women who have been able to hold an audience in the palm of their hands through their use of intrigue, their ability to communicate, and their capacity to deliver a message in creative and powerful ways.
When you can incorporate good storytelling into your social media strategy, you have the opportunity to not only stand out from the rest of the crowd, but to carve out a space in your niche.
Taken together, when it comes to social media - storytelling matters - and those who learn how to use it effectively will win the social media game.
Do you have a favourite brand whose story resonates with you? Please share what it is and why it speaks to you...