Very present in newsrooms, with specialized media like Decoders or The Pudding, data storytelling is a tool that is still too little used by brands. To contextualize and reinforce your stories, data and analysis are more convincing than personal experiences. But relying on raw data is no longer enough, we must also image and script it. To convince you, here are three good reasons to get into data storytelling…
1 / Simplify a complex subject
By prioritizing and scripting information, you can simplify it and make sense of the most complex subjects. News sites have understood this, and are using data storytelling to educate the general public on complex subjects such as Obamacare or unequal wages between men and women.
Source: Information is Beautiful
If you practice in a little known field, that you work with complex technology or want to demonstrate the impact of your activity on the daily life of your consumers, this type of content is made for you!
Especially since it is a format that captures the attention of the reader. For example, data visualization is the preferred format for 68% of directors and managers, according to a recent Quartz study. It’s not innocent if you see so many shared infographics on your Twitter and LinkedIn feed.
To get a message across, nothing like content that mixes visuals with information and engages the reader. And if it’s interactive, it’s the jackpot!
2 / Enhance your performance
Data storytelling is not just for external communication! Marketing constantly needs to demonstrate the results of its work, and to present the impact of its efforts on the company’s turnover.
Rather than put your manager to sleep with Excel tables showing the ROI of each of your digital campaigns, remember only the most significant data. Then present the direct business consequences of these results, and add a pinch of emotion to better capture the attention of your audience.
Put yourself in the shoes of your interlocutor, and adopt their language. Don’t talk about share of voice, but market share; don’t focus on web traffic, but on the number of online purchases.
Finally, an image is better than a long speech, so do not hesitate to illustrate your presentation.
Also think about it the next time you want to negotiate a budget with your management!
3 / Put the consumer at the center of your communication
Data storytelling is an opportunity to create highly relevant and engaging content for your audience, by offering messages shaped by your consumers, for your consumers.
Spotify understands this perfectly, and uses its users’ data to offer different formats of content on social media. This approach is very well illustrated by their recent poster campaign, which in two sentences manages to recount the curious habits of their subscribers.
This can also be done using data external to the company. For example, by listening to everything your consumers say on social media, you can stage their reaction to a trend or news item.
This type of content directly involving the consumer makes it possible to create a real link with the brand.
How to master data storytelling?
Data storytelling is a big topic, that’s why Meltwater invited Lionel Clément, founder of the agency Storytelling.fr to host a free 45-minute web conference, available for replay.
We deepen the points discussed above and answer other questions like:
- What information can you use to create your content?
- How to take advantage of data to better understand and target your audience?
- How to tell stories that will touch your readers with data?
- What different uses for your data in terms of content?
Find the replay of the webinar here!