We’re starting to see now that what you post online matters.
Audiences are smart and they want fresh, entertaining stories that really mean something.
Brands with purpose always do better than those who are out to make a quick buck, and this is only elevated if you can tell your story effectively.
What is storytelling?
It’s a way to convey a theme, meaning or sequence of events through images and text.
Traditionally, it has been done through conversations passed down through generations and in books that have been published.
Nowadays it can be done via an Instagram caption, a Tweet or a YouTube video.
IT might seem simple, but employing effective storytelling takes skill.
Why is it important?
Humans love to hear stories.
It’s why books, podcasts, and movies are a core part of what the world consumes daily.
We love identifying with our fellow man or getting an insight into an unknown world.
Evoking this emotional response is a proven way to engage with your viewer.
Focus on a wider issue
If you want to connect with lots of people then try to address an issue that affects a wide audience.
For example, the #LikeAGirl campaign by Always isn’t directly linked to period products.
It’s really about the stigma that young girls face when they want to take part in activities that are stereotypically reserved for boys.
This arguably connects with every single member of their core audience, including those who may not even be ready to use the products yet.
Pretty smart if you ask us.
Hone in on a character
It may not seem like it but character work is just as important for reality as it is for fiction.
For example, take a look at the video we made for Scottish Cot Death Trust.
Instead of trying to communicate the services they provide in a matter of fact way, we highlighted the emotional impact those services have had on one central ‘character’.
Of course, this is the real-life story of a lady named Dawn.
Think about your ideal customer
Having a story to tell is one thing, but are you communicating in a way that yous dream customer will identify with?
For example, do your customers want executive-style service and 5-star quality?
Or do they what a no-frills service at a discounted rate?
Consider their core values, socio-economic background and what they do in their spare time.
This will help inform the way you talk to them and what you choose to show online.
Aim for the shareability factor
When people talk about a social media post ‘going viral’ what they often mean is that it’s been shared — and therefore viewed — hundreds of thousands, or maybe millions, of times.
Take this video we made about the power of football for mental health It’s been viewed over a million times!
For a minute, think about the types of content that you’ve shared personally in the past.
It’s probably content that has evoked some sort of emotion with you.
Whether you laugh at a dog running into a patio door, get inspired by a motivational speech or feel angry at some sort of social injustice, it’s these powerful emotions that make you want to share it with others.
You want to spread that feeling far and wide so that others can feel the same emotion, because it’s all about connection.
That’s the human experience, right?
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