In this digital era, social media had made each and every person a storyteller, with the ability to share their lives with the push of a button. This poses the unique opportunity for brands to become a milestone in the life story of their audience.
Brand storytelling on social media influences customers by increasing brand awareness, reach and attracting new followers. Your story is how your company will be remembered by customers. When you tell your brand narrative on social media in a way that resonates with the right customers – the customers who will actually use your product and services – the follows, clicks, tweets, or likes will come.
Allow your customers to become part of your story
It seems nowadays if you don’t post a picture or status update of an event or personal experience, it didn’t happen. “Who has gone to an experience so they could take a picture of it and post it on social media? Pics or it didn’t happen?” asks Maya Peterson, Director, Culture and Creative Insights at Viacom Velocity. She adds that “when you understand how much your audience experiences because of social media, you have an opportunity to connect with them more meaningfully.”
A great example is Shinola, who creates connections to its community with user generated content. When a customer purchases a watch from Shinola, the brand invites the customer to share the watch on social media with #MyShinola. There have been 12,400 posts with #MyShinola on Instagram alone. Inviting your customers to be part of your brand is an excellent way to get them engaged on social media. Intrepid Travel focuses on small group adventure travel. They post travel images from their past customers on Facebook to show prospective travelers how awesome a travel experience can be with Intrepid. By using a hashtag that involves your customers or featuring your customers’ photos, they can help tell the story of your brand.
Focus on the whole experience
When 52% of young people say that the most amazing brand experience changes their perspective, it can be easy for brands to solely focus on creating that one viral moment as opposed to a representation of themselves online. This can lead to audiences feeling like there’s a brick wall between them and the brand – a disconnect. Boye Fajinimi, Co-Founder and President of The Future Party, believes that experience should be part of the story. “By highlighting the five senses and that, if a person is able to interact – touch, taste and hear – as part of the experience, then the desire to share it online will be more organic and purposeful”, he says.
Your brand’s story needs to be told in a way that involves your customers and your community to make people feel like they are part of your brand story and connected to your brand. If you’ve got content, share it. If your company helps the community, make it known. Always involve your customers in your brand in as many ways as you can and as often as possible.