Last month, in the note ” 4 steps to make your brand stand out from the competition ” I named them in passing on Storytelling and I promised to dedicate a note exclusively to this tool that is fundamental in the development and differentiation of a brand.
That is why today I bring you all the necessary information to be able to make the most of it.
What is Storytelling ?
Being a storyteller is being a storyteller. They will be guessing then what it is about, right? Storytelling is the art of telling a story in an attractive and sensitive way, to bring the reader closer and make them feel part of it.
Storytelling allows you to tell everything about your products in a different, more human way, and allows you to give your brand a strong identity. Using this resource you will get your customers to link to your brand through the sensitivity generated by your stories, and this will make your brand unique even though there are many similar products on the market.
This tool has various ways of being used: you can tell individual stories linked to different issues of your brand. For example, the stories behind each product and its creative process or the stories behind different customers who have purchased your products.
You can also tell the story of your brand by giving it continuity, creating a great story that you tell little by little, generating a link with your audience, not only sensitive to your story, but also intrigued to know how it continues. The important thing is that you always tell stories with which you identify.
Storytelling and social networks: the best couple
On Instagram, for some time now, the text that accompanies the photo has been of great importance: although a good photo is essential to capture visual attention, photography alone is no longer enough. We need a good text accompanying the image since this is what allows greater interaction with the public.
Statistically, the posts with the most interaction are those that have Storytelling . And if you don’t believe it… take the test! Upload an image accompanied by a good text, tell a story using the Storytelling resource and check the number of “likes” and comments your post will have. It is probably the one with the most interaction on your account.
With nothing to tell, there is no story to create
This is essential: no one can create a story if they have nothing to tell. So before you start writing or calling someone who is going to write your texts, I recommend making a list of situations that you would like to tell.
Analyze what you would like to tell your clients, what experiences define you as a brand, what are those anecdotes that represent you, what stories speak of your experience and how to undertake. Once you have decided what you want to tell… let’s get to work!
The big question: how do I do it?
If you have good writing and you have the facility to narrate situations, the Storytelling exercise will not be very difficult for you . But if you don’t get along with words, if when you read a story or a post on social media and you think “why does it never come out that way for me!?”
Do not worry or despair, like everything in the entrepreneurial world, you can delegate it! With the writing of your texts and the creation of your stories, you can do the same as with photography and network management: hire someone who is an expert on the subject.
I recommend you try to write your own content yourself, but if you see that it doesn’t come out, you should hire someone who is dedicated to this to avoid wasting hours and hours trying to make your story reflect the message you are trying to convey, many other hours correcting wording errors and tenses.
Or trying to make the text smaller without losing its essence if you can’t get it to have the words or characters allowed on the platform you decide to publish it on.
If you are going to try it, here are some tips:
1- Define the story you want to tell, think about the feeling you want to provoke in the people who will read it and… sit down and write! Spend at least an hour writing your story.
2- I wrote using the notepad. Divide the text into paragraphs and use short, catchy sentences to attract attention.
3- Be very careful with spelling and writing errors! The story can be beautiful, but if it has misspellings it will take all the attention.
4- Read the text aloud to hear how it sounds so you can correct it.
5- Once you have finished it, read it at least three times before posting it so you don’t have to correct it once you’ve uploaded it.
6- Do not abuse Storytelling : the ideal is to upload one or two weekly posts using this tool. People can get bored of reading very long texts. But it always depends on your brand identity.
Finally, two great data for you to apply to all your Instagram posts :
1- There are statistical studies that confirm that the ideal is to use more than eleven hashtags because posting works much better.
2- Following the previous data we have to use more than eleven hashtags, but… beware! Never use hashtags that name trademarks, let alone Facebook and Instagram. Do not use derivatives of those words such as ” instragramer ” either because Instagram is not going to let you promote those posts.
Now yes: to tell stories!