We’ve talked about the use of storytelling and why it works. Generally, human minds are more capable of processing stories. Information about your product alone is not enough. How that information helped others in the past or can help them is something that people are more readily able to process. On top of that, stories tend to elicit emotional responses from people based on empathy or mutual understanding of the circumstances. So that’s the “why” of storytelling in a nutshell but we are going to talk about the how and what. Let’s look at some ways you can employ storytelling on your social media.
Testimonials are really helpful in terms of their ability to get prospects who have been considering your product over the line. They are a form of social proof and can take many forms. While many will think of short-form statements or long-form videos as testimonials there are many more ways to use testimonials. It is best when testimonials come from people who have used the product for some time and have experience with its ins and outs. You can post testimonials on your platforms but it is best when posted on clients platforms.
Storytelling talk tends to lean on user-generated content but there is still space for your own content in storytelling. The idea is simple, while a sale is usually a process that we experience through an event, using the product is a process that the customer will experience for a very long time to come. If we have a good product or it just happens to be a durable product. It’s not as hard as you think. Selling chilli sauce? How about a recipe of the week? Selling computers? Tips on updating and software can work. The idea is to spin content that relates to the use of the product.
Live video has become quite a thing and live audio is well on its way to the limelight with Facebook looking to introduce live audio products to join the infamous Clubhouse and recently launched Twitter spaces. You can use these platforms to have conversations with customers or prospects relating to their experiences and/or concerns. The live aspect gives you a great opportunity to be candid but this is not for everyone. Not everybody thinks as fast as they speak or type so perhaps you want to make sure you’re ready for this before doing it.
Show and tell
Remember those infomercials from back in the day? Where they would show you how that new jewellery cleaning product really cleans products “live” on TV? Well, that was powerful storytelling right there. I’ve written before about how showing people your product in action is more powerful than telling people about your product but doing both is most powerful. If you’re a graphic designer why not make designs that show your work and creativity? Voice over artist? Do voice overs and show how flexible you are.
This is a beloved form of storytelling that really took root on Twitter and has extended to Instagram. Hashtags are, for the uninitiated, tags that make content universally visible to people outside your circle. So if I post something with the hashtag #startup anyone looking for startups can see it. Where hashtags come into storytelling is using them as part of stories. We all use the word adulting today on social media but may not know that it was birthed as part of a social media campaign with the accompanying hashtag. Hashtags can get messy. If you are planning to trend surf please be careful as to how you do it and that the trend is relevant to your business. Also, if you are going to use hashtags think about them carefully. Using your name as a hashtag is great but only if people are going to search for it.
There are many other practical storytelling methods that you can use to make your businesses social media accounts worth following. Remember the idea is to be social and create a community.