Brands can post on social media regularly, creating and commenting on content. But the critical question is: are you truly connecting with your audience? Storytelling is the glue that binds you to your audience. If you don't want to rely solely on running discounts to attract customers, storytelling is the tactic you need.
A compelling narrative can make you the first brand a customer thinks of when they want to buy. The unexpected power of a well-crafted story can differentiate your brand in a crowded market. Are you looking to become that go-to brand? Read on to discover how storytelling can transform your social media strategy and create lasting connections with your audience.
Jonathan Gottschall, in his book The Storytelling Animal: How Stories Make Us Human, emphasises the power of storytelling by saying,
“We are, as a species, addicted to story. Even when the body goes to sleep, the mind stays up all night, telling itself stories.”
Stories are an essential part of being human. But how does this affect your marketing?
Your copywriting, adverts, and visuals all tell a story. Every marketer knows that building a relatable and interesting story brings in buyers. Seth Godin, a renowned author and entrepreneur, further underlines this by stating, "Marketing is no longer about the stuff you make but about the stories you tell." This highlights the importance of brand reputation and the power of storytelling in creating a compelling brand narrative.
Thematic content, which revolves around consistent themes and narratives, plays a crucial role in building a gripping brand story that resonates deeply with the audience. This approach adds meaning and a linear, cohesive sense to your brand's presence. Consistency in thematic content reinforces brand messages and values, making them memorable and trustworthy in a sea of content.
For example, a beauty brand might focus on themes such as "natural beauty," "sustainability," and "self-care" across their marketing, weaving these elements into all communications. This strategy ensures that the target audience is more likely to be engaged and immersed in a coherent theme that they can relate to.
Restating this message solidifies the brand's identity, establishing it in a niche and creating a memorable connection with the audience. Take Dove's Real Beauty Campaign as an example. By challenging conventional beauty standards and featuring real women of various shapes, sizes, and ages, Dove created an inclusive environment that increased reliability, authenticity, and emotional resonance. Over ten years, the brand's value grew from $2.4 billion to $4 billion. Dove continues to use storytelling through initiatives like the Self-Esteem Project and leverages social media to amplify these messages with user-generated content.
Whether through humorous or heartwarming stories, thematic content is vital for brands to build a cohesive and compelling narrative that resonates with their audience and reinforces their market presence.
There are many places brands can tell their stories. One unique opportunity is through Instagram Stories. These short and temporary pieces of content present a unique opportunity. Brands can use these photos or videos to reinforce brand values and repost user-generated content, telling customer stories that resonate with less risk.
As its name suggests, Instagram created Stories with storytelling in mind. They stated on their official website for the 2016 release:
"Today, we’re introducing Instagram Stories, a new feature that lets you share all the moments of your day, not just the ones you want to keep on your profile. As you share multiple photos and videos, they appear together in a slideshow format: your story.
With Instagram Stories, you don’t have to worry about overposting. Instead, you can share as much as you want throughout the day – with as much creativity as you want. The photos and videos will disappear after 24 hours and won’t appear on your profile grid or in feed."
However, there is also the option to save posts as Story Highlights. Unlike traditional Instagram Posts, Stories are ephemeral, making them perfect for sharing spontaneous moments and interactive content. Followers can like, comment on, and react to an Instagram Story, so it's a great way to strengthen your community.
The difficulty of creating an Instagram Story is part of the positive--the content doesn't stick around. That means you need to post Stories regularly to stay at the forefront of customers' minds.
You also need to put in consistent effort and plan ahead to create a cohesive narrative.
Brands post an average of 13 Instagram Stories per month.
Thankfully, you don't need to spark completely new content ideas every time. There are many tried and tested approaches to developing impactful Instagram Stories.
Let's explore the most effective options:
The first step is identifying your core themes. Unfortunately, without careful planning, you risk boring and disengaging your audience.
Instagram Stories should align closely with your brand values and messaging, reinforcing your messaging. For example, a fitness brand might focus on sharing workout routines, healthy eating tips, and motivational quotes.
Ask yourself the message you're trying to send. What do you want your followers to feel when they think of your brand? What style of content do they respond to? This will help guide your Instagram Story creativity.
When working with influencers, your content should fit their style as well as your own. Give them creative freedom to make the most of their expertise. Stories are the perfect place to create impactful influencer marketing content.
Throughout the year, your customers engage with trending events and seasonal changes. These moments unlock an opportunity to connect with your followers and tap into the events that are important to them.
You can schedule your posts ahead of time for planned events and seasonal content. This allows you to maintain consistency and stay ahead of the curve.
Here are a few content ideas for your business Instagram:
Follow the trends in your industry to supplement planned event content with spontaneous, reactive content. For example, if your target audience is fans of a musical artist, you can create content when they announce a tour. A countdown to events your customers care about will also strengthen the community.
When working with influencers, ask them to create content around these ideas. Plan ahead and provide them with a brief including the call to action, the type of content you require, and the goal.
Sharing behind-the-scenes stories develops your connection with your audience, offering a glimpse into the inner workings of your business and the people behind it. These types of stories are engaging, exciting, and humanise your brand. It enhances relatability and trust.
Here’s how to effectively incorporate these themes into your Instagram Stories:
To add suspense, use storytelling techniques to encourage people to swipe through to your next slide. For example, add a surprise element or create a mystery around what an employee is doing.
Educational and how-to content is a powerful way to engage your audience while establishing your brand as an authority in your industry. It builds trust and encourages ongoing interaction with your content.
Here are some creative Instagram story ideas for educational content:
The idea behind this content is to address user questions, establish your brand's authority, and develop relationships.
Encouraging followers to contribute their own stories and showcasing community content can significantly boost engagement and increase loyalty among your audience. It adds an extra source for generating content ideas.
Here are some great ways to incorporate user-generated content and community stories into your Instagram strategy:
Allowing customers to bring you creative Instagram Story ideas relieves the pressure. Save the best content as Story highlights, which remain on your page for as long as you want.
By working with influencers, you can create cool Instagram Story ideas that catch on with customers, encouraging them to create user-generated content.
To make your Instagram Stories stand out, you need to grab attention immediately and show value to the watcher. Start strong by using a captivating image or video right at the beginning of your Story. Incorporate bold text or a catchy headline to draw viewers in. It’s crucial to convey the value of your Story upfront—let your audience know what they will gain by watching. Whether it’s entertainment, information, or a special offer, make it clear and compelling from the get-go.
Use Instagram's tools and features to enhance your Stories. Stickers, GIFs, and music can add a dynamic element to your content, making it more engaging and fun. Stories is the perfect place to express your brand with short videos than the Instagram Reels feature.
Maintaining consistency and brand identity is essential for making your Stories recognizable and professional. Use your brand’s colours, fonts, and overall aesthetic to create a cohesive look across all your Stories. This consistency helps reinforce your brand identity and makes your content instantly recognizable to your audience. Regular updates are also key—posting Stories frequently keeps your audience engaged and coming back for more, ensuring your brand remains top-of-mind.
If the ideas here aren’t enough, there are several strategies you can use to find fresh and relevant Instagram Story ideas for your industry.
For food brands, leveraging seasonal themes and posting recipes can significantly enhance engagement. By aligning your content with the current season, you can stay relevant and offer timely value to your audience. Sharing seasonal recipes that feature your products not only showcases their versatility but also provides practical use cases that can inspire followers to try them.
For example, posting a step-by-step tutorial on making a refreshing summer salad with your organic vegetables or a hearty winter stew with your spices can drive interest and interaction. This approach helps in building a loyal community that looks forward to your content and associates your brand with creative and useful ideas.
Beauty is one of the biggest sectors for influencer marketing due to its highly visual nature. Instagram Stories is an ideal platform for showcasing products in industries like beauty because it allows brands to create visually stunning content that captures the audience's attention.
Creative ideas include product tutorials, before-and-after transformations, and user-generated content. For example, a brand could share a step-by-step makeup tutorial for its latest eyeshadow palette, giving followers ideas for looks they can create.
Alternatively, brands can work with influencers to create funny Stories based on trending hashtags and topics. In addition, influencers can take over the brand's account to create content by sharing their beauty routines and favourite products.
Additionally, behind-the-scenes content from photoshoots or product development can give followers an exclusive look at the brand’s inner workings, building a deeper connection with the audience.
To put creativity into an Instagram Story, focus on making your content visually appealing and engaging. Use a mix of quality photos, videos, and graphics to tell a cohesive story.
One of the best Instagram Story ideas is to use the available features and incorporate interactive elements like polls, quizzes, emoji sliders, and question stickers to encourage viewer participation. These features aren't available for Instagram Reels and Posts, so they give you a unique opportunity. In addition, use powerful tools like filters, GIFs, and music to enhance your Stories.
While creativity is key, it shouldn't be a source of confusion. Make sure your business's content aligns with your brand’s aesthetic by using consistent colours, fonts, and styles. That way, when you save them as Story Highlights, there is a unified message.
Most importantly, keep your audience in mind—create content that is not only creative but also valuable and relevant to them.
Adding text to your Instagram Stories enhances engagement and gives you a chance to share important information.
One option is to share personal insights or behind-the-scenes moments with captions that provide context and deepen the connection with your audience. There are plenty of options. You can also create step-by-step tutorials or how-to guides with explanatory text to add value and demonstrate your expertise spanning over multiple Stories.
Interactive text elements like polls, quizzes, and Q&A stickers can boost engagement and encourage viewer participation. You can also showcase user-generated content by adding captions that recognize and appreciate your followers, building a sense of community.
Additionally, make announcements about promotions, loyalty programs, and events with clear, actionable text to drive conversions. Inspirational quotes and tips written in visually appealing fonts can motivate and captivate your audience. Discuss trending topics and incorporate popular hashtags within your text to increase visibility and relevance. By combining these text elements, you can create dynamic and engaging Instagram Stories that effectively communicate your brand message and connect with your audience on a deeper level.
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