Storytelling is magic for brands

2015_03_17-Storytelling-For-Startups
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The explosive growth of social media and content marketing means more opportunities to promote your brand. With so many companies vying for attention in the digital sphere, how do you stand out? The answer lies in engaging storytelling.

Creating a story around your product allows you to shape consumer brand perception. After years of declining sales, Apple rebounded after its 1997 “Think different” rebranding campaign.

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Apple relied on its outsider status and imagery of iconic visionaries to compel customers to “rebel” by buying its products. The company successfully gambled on the concept of individuality – rather than technical capabilities – to sell computers.

At its core, storytelling isn’t a sales pitch. It’s meant to emotionally connect with consumers, in the process building loyalty, attracting new customers, and increasing brand visibility.

Beyond traditional television or print ads, the digital age has equipped marketers with new platforms for visual storytelling. Social media channels like Instagram, Facebook, Twitter, and Snapchat allow even the smallest company to gain a greater amount of exposure than with typical advertising – thanks to free or affordable posting options – with the added benefit of possible post amplification when fans share its content.

It’s key to follow a few guidelines for savvy social media storytelling.

  1. Use arresting visuals. Visual content, like photos, receive 40 times more shares and 90 percent more clicks than text-only content.
  2. Infuse your posts with personality. Use an informal voice in your writing to attract and retain your audience.
  3. Create magnetic characters. Your customers should root for your protagonist, even if it’s just short-form content, like Microsoft’s Instagram post above.
  4. Don’t give it all away. Posting teasers can lead to additional offline or mobile marketing opportunities.

How have you successfully used storytelling to sell your brand?

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