Storytelling has always been an integral part of Digital Marketing, and Marketing in general, for all the good reasons.
While the digital age has brought increased access to information, digesting it all takes time and energy – especially if you are an Influencer. Influencers and businesses owned by them have the pressure to perform well online. Consumers trust online reviews more than ever, and are able to compare products or services between two brands at a single click, marketers need to convey why their brand is worthy of their attention. Storytelling in marketing is a means for brands to simplify the complex ideas that they want to convey.
1. Know your values:
Great storytelling begins with a clear understanding of your brand’s history and values. The historical development of your brand, easily referenced and communicated, will give your audience insight into why you’re championing the values that you do. Harken back to your company’s mission and vision to find out what angle to approach the stories you tell with your marketing strategy.
2. Maintaining harmony between image and captions:
Yes, people do still read the captions on Instagram. That’s why, especially for brands, you shouldn’t shy away from giving more context to your images – unless your strategy specifically calls for the opposite.
3. Use data for continuous improvement:
It isn’t enough to simply communicate your brand message according to how your team sees it – you need to take into account the characteristics of your audience as well, which is where your data and analytics tools come in.
Do your research and check the analytics on your Instagram account. What demographic identifies the most with the content you post? Who views your content, and when? What kind of information can you find out about your audience, other than age and location? Putting this all together can help you tailor your message and how you communicate with fans via comment or DM.
4. Lastly, remember that people want to feel a connection:
Humans are social and emotional creatures, and most would also like to have an affinity with a brand whose products and services they prefer. Understanding which audience to cater to with your Instagram account, and crafting posts around that, will help you establish an instant bond with whoever decides to scroll through your profile.
With people growing more discerning than ever about the products they choose, communicating what makes you worth their attention – in the least amount of time – can make all the difference.
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