Brand storytelling in 2022
- What is brand storytelling
- How a brand can use storytelling
- How to make up a great story about a brand
- How to make up a story for your brand
- Study your brand's audience and focus on it
- Don’t forget to tell about your brand
- Best brands practices of storytelling for inspiration
- Apple example
- Airbnb example
- The bottom line
Brand storytelling is a way to provide information about your brand in the form of a story. With this way to present, users will remember about you more and for longer.
Stories work when they are related to users and make them sympathize. That’s because a user better understands and remembers things that are connected to them somehow or raise emotions in them.
Assume, you want to increase your brand’s awareness and authority. You are going to do this by telling about your recent score-breaking number of sales. A post on Instagram dedicated to the wrap-up will not get much attention.
It’s different when you describe nor merely the final waypoint, but the process as well. Watching a dynamic picture is way more interesting and engaging than watching a static picture. Tell users an engaging story about how your brand has increased the sales. Then, your post summarizing the year results has more chances to get high reach and many likes.
You can tell a story in a video, text, series of photos, or audio. That’s why storytelling is possible on any social media platform, and even in an email newsletter.
You can tell stories yourself or pay bloggers to advertise you. Include storytelling in your content plan. Thus, you will solve the problem of "don’t know what to post". When other bloggers tell the followers about you in their accounts, more people become aware of your brand.
Storytelling can describe:
- Real history of a brand.
- Single facts.
- A company’s policy.
- Products and services.
You don’t have to be a gifted writer to create a story for the internet. Follow our simple guide and you’ll make it!
You may think up an imaginary story or describe a real event. Anyway, make sure you have:
- The main character. A story can be about a person, animal, or even an imaginary creation. Give your character feelings, emotions, and thoughts, and assign personality traits.
- Background. Describe the situation at the beginning of your story. This is the circumstances that the main character is in. They will explain the events and characters' motivation during the storytelling.
- The problem. There can’t be a story when everything’s good. Find a problem for your character so that you have something to describe.
- The solution. The problem in your storytelling must be solved. And your brand should contribute to the happy end.
In the end of your storytelling, you may add a call to action when it is appropriate. For example, you describe a situation when your coffee saved someone’s morning because your place opens earlier than your rivals’ spots. Then, you can appropriately invite users to your coffee shop. Give them a link to the map with your location tag or a link to a discount coupon.
We recommend that you always send users to your bio for the link. They will find it easily there. Now you may have a question — how can you give both a link to the map and to the coupon if only one clickable link in bio is allowed? We have the answer — use link in bio tools. Then, you can put as many links in your bio as you want.
Here is what you get with the tools:
Motivation and actions of the main character should be clear to your audience. It should associate itself with the character, understand and agree that the actions are right and reasoned. You should know who your storytelling is for.
Accounts’ statistics on social media is where you start studying your audience. Read more about it here. Pay attention to the gender, age, location, interests.
When you know the parameters of your audience, you can find words and examples for storytelling that are relevant to this group of people. Don’t use references to old films when you tell a story to teens. They are unlikely to understand them. But they will love your references to Marvel in your storytelling.
Associations and brainstorming help to create a portrait of an average user from your audience. For example, your brand sells tents. It means, your followers probably often go hiking or fishing, or at least often go to the countryside. Overall, they are nature-lovers, so your storytelling can be about nature.
Learn what your audience thinks about popular things. You can post polls and surveys asking about a particular problem or situation. You can also read the comments in your or your rivals' social media accounts. If you have a lot of spare time, you can even peer into the comments in your followers' accounts.
For example, you see that users criticize the latest actions of a popular celebrity. Then, you obviously should not ask this person to tell their followers about your brand. Nor should you invite him or her to film a video for your brand's account.
Don’t let your wild imagination make you forget about the purpose of the storytelling. You are creating a narrative to gain followers, increase brand awareness and sales. Make sure the story is beneficial to your brand.
For example, you make a video about an animal in a nature reserve. Don’t forget to show how your company helps it and other habitants in your storytelling. Videos like this show that your brand cares about nature. Thus, you make your reputation better.
Or, let’s assume, you write a story about a person who’s got in really hot water. Make sure you clearly explain how your product helps to solve the situation. If a user sympathizes with the person, they will buy your product in the same situation. They also may buy it now to avoid the situation later. Don’t forget to add a call to action and multiple links in your bio so that users can buy your product. We told you about it earlier.
We told you what storytelling is and how a brand can use it. In the end, we want to give you a couple of examples made by big brands.
Let’s watch iPhone 7 ads as the first example of storytelling. In this video, Dwayne "The Rock" Johnson saves the day. He manages his own plans and helps others. In this video, Dwayne’s been in many roles, like a family man, pilot, and an artist. The schedule is tight, as you see. He easily handles it with the help of Siri — an intelligent voice assistant on iOS.
Airbnb also has a YouTube channel. There you can watch storytelling videos about traveling. For example, there is a video about Japanese culture. The main character tells the viewers that he wants to show it to others. The brand can contribute to it since it’s a platform for providing and searching for lodging.
Stories draw more attention and are remembered for longer. You can post them yourself or pay influencers for advertising. Thus, storytelling will help you to gain followers, increase reach, engagement, and sales.
If you want to create a good story, you should understand your audience. Learn what it likes and what it doesn’t like, what they can relate to. Then you will make up a story that raises emotions. Add information about your brand, and users will remember it. If your goal is increasing sales, don’t forget to add a call to action and multiple links in your bio.
Have you already got stories about your brand to tell? Share in the comments!