Storytelling, which aims to capture the attention of an audience by telling it a story, is increasingly coveted in marketing. It offers the audience a sustainable entry into the life of the brand. It is also different from TV advertising, which is product-oriented and which more and more of us are zapping. Indeed, at a time when the consumer is over-solicited, all businesses must deploy differentiating strategies to stand out from the competition. The advent of social networks, where each brand can share special moments with its community, makes this strategy formidable. So let’s see how …
1) Brand storytelling, what is it?
Storytelling has existed since the dawn of time, as it is telling the story of your brand to your audience. This marketing technique aims to inform, entertain, make people dream, and therefore ultimately, better sell your products. The more your stories evoke the desires and desires of your target, the more they will be receptive. Yep, who doesn’t like listening to great stories?
Storytelling gives a soul to your business: it makes it more real, more expressive, more energetic. In a word, it simply makes it alive! It is also a great way to get deep into your brand’s discourse, to convey its values from different angles such as emotion, expertise or even pleasure.
Your brand needs to think “user centric” by telling stories that focus on your consumers’ interests. In this way, you will stimulate their engagement by targeting those who share the same values as you.
Indeed, to reach the consumer, the mission of storytelling is also to get closer to their current concerns. These can be around the notions of “eating well” for a food brand, notions of “respect for the environment” for a furniture brand … The main idea being that the brand chooses lasting speaking out on which it will be able to build its storytelling, play its social role and extend its discourse beyond its products.
Storytelling takes on its full meaning: it creates attachment and preference. Ultimately, consumers don’t buy what you do, but what you make them feel! So what could be better than using social media to spread your stories?
2) Social networks at the service of storytelling
Social media is a great way to reach your audience and improve the visibility of your brand. Why ? Because they represent a combination of platforms in which consumers browse safely since they gather all their friends, especially on Facebook. And what could be better for a brand than to benefit from the influence of other Internet users?
Indeed, on social networks, you multiply the reach of your content thanks to viralization. For example, someone views your brand’s video on Facebook and then shares it on their wall. Friends will be exposed to your content and will be more likely to “share” and / or “like” it. Yes, we are all more inclined to be influenced by the actions of those around us than by those of brands.
By improving the visibility of your brand via social networks, you will differentiate yourself from the competition and get new customers. Your fan community will therefore become an ambassador and will pay particular attention to your story. That’s why it’s imperative to connect with your audience through your story.
Here are some tips for carrying out your storytelling strategy:
Interested in your audience:
In order to develop good brand storytelling, first you need to know your audience well. Audit your content: analyze which ones worked best and why. Also look at which category of people you are talking to, which will allow you to adjust the tone according to their profile.
Then don’t hesitate to involve your fans in the choice of your content. Just ask them what they think of your brand, like a quiz. They will be happy to answer them! It’s a great way to drive engagement with your audience. At the same time, this will allow you to target their expectations and define the values you have in common.
Once you know who you’re talking to, you need to develop the interactions to engage your customers. For this, a lot of devices are at your fingertips. For example, you can enhance your users by involving them in the development of your next product:
The Michel et Augustin brand does it really well. Here, the brand has involved all of its fans by developing its history with them. In addition, she adapted her wording according to her target! We love it.
You can also make your community react by organizing offline operations relayed online.
What is interesting is that the pastry shop of dreams relied on a calendar event to share its greed values. Here, the communication axis is oriented towards a physical event aimed at entertaining children, with an engaging action on an event. In the end, it creates traffic on the products.
Beyond these examples, storytelling offers many other types of devices to meet many objectives, whether quantitative or qualitative.
Make them dream
Bring your community into your universe. Tell him your story, what you are passionate about, what you are proud of!
You can also create your own brand decor or bring your products to life by creating real characters who evolve over time. Thus, you will develop a visual cue for your target that can immediately identify you. You will see, your sympathy capital will only increase!
Oasis does it very well. The brand has managed to build a particular brand universe with characters who all have very distinct personalities. This strategy allows him to reach his community that identifies with the fruit that most closely resembles him. She notably created a saga that lives as well in animation, in post social networks, in point of sale, in media…
By offering content related to the daily life of its community, by bringing a strong dose of humor and by bringing its characters to life over time, Oasis has managed to transport its fans into its brand universe. Indeed, what is interesting here is that the product has been erased in favor of the “fruit family” by proposing a storytelling around the centers of interest of its fans. And in the end, it strengthens their commitment. Successful bet !
You will understand, storytelling allows you to engage your audience through editorial content, videos, images, gaming, etc. that carry the values and commitments of a brand. Thus, you will be able to create a lasting and solid preference and differentiate yourself from the competition.
So, ready to get started?