American author Robert Jordan once said, “Stories have power — Gleemen’s tales, bards’ epics and rumours in the street alike. They stir passions and change the way men see the world.” They act as a vehicle that shapes opinions, and that is why it is so powerful in shaping users’ opinions of your brand on social media.

Telling a story on digital platforms involves communicating info about the purpose of your brand, as well as sharing fun facts or insights about your company culture. It’s about more than just convincing your audience that they need to buy your products or service — true storytelling is about consistently communicating who you are across all channels.

That is why this powerful tool forms a crucial part of your social media marketing strategy.

So, what storytelling elements should you use on social media? Well, prick up your ears as media update’s Maryna Steyn explores the endless opportunities here:

1. Share the journey of your brand

As the storyteller, you need to pay attention to the journey that you take your consumers on when talking about your brand.

You can do this by revealing new campaigns or exploring the stories behind a product’s creation — anything that stirs the curiosity of your audience. This will ensure that your consumers remain eager to stick around when you post something new, as they’ll never know what’s coming next.

When you take your customers on this narrative journey, you also need to ensure that your story has a satisfying arch and final outcome. If you are going to tell them about the harsh obstacles your brand has had to overcome, make sure to also let them know about the success you’ve achieved.

Your followers are already invested (because they are following you), therefore, they want to see how your story unfolds. It’s also important to note that a single brand can have a million stories to tell, and a true creative genius will know how, when and where to tell them.

MultiChoice does this in a great way. The brand manages to tell stories about who it is through ad campaigns, such as the ‘Who are we’ campaign. Furthermore, it also tells stories about its Innovation Fund, the Talent Factory and has even showcased ads about what its customers like about its products.


2. Use imagery in your story

Consumers are more likely to respond to visuals on social media, and that’s why getting the imagery right is so important. There are two sides to this — the actual pictures that you use in your posts, and the images you create in a user’s mind.

The visuals you use on social media need to be in line with your brand image. This relates to the aesthetics, color scheme and overall look and feel the photos, videos and graphics provide.

For example, using casual and abstract images like Fanta does in its adverts, shows that you are a fun, easy going brand. Using sharp contrast and dramatic black and white photos, on the other hand, communicates sophistication and luxury.

When looking at the perceptions users on social media have about your brand, it’s important to consider the language you use and your voice. This means looking at the difference between a more casual tone of voice versus a more professional one.

Remember, part of communicating your story means doing so consistently. That also means sticking to one brand aesthetic across all your platforms. Fanta, for example, will not start using classical music and men in business suits in blue colours that are the opposite of their orange, young and fun image.

3. Create an emotional response with your story

Every great story aims to evoke an emotion from the brand’s target audience — whether it’s to laugh, cry or jump for joy. This will hopefully inspire them to take action and engage more with your brand — whether it’s by leaving a comment, sharing their own experiences or by heading to your website to learn more about your products or services.

A well-crafted story will call your customers into action — they will buy the deodorant, donate to the charity or sign up for your brand’s service.

Take, for example, Allan Gray’s advert about The Letter:



This story plays on the emotions of viewers by showing a couple who was kept apart for a very long time. You then see the lovers reunite as the voiceover asks, “Will all this waiting, year after year, be worth it?”

The tagline then answers this question by showing on the screen that when you truly value something, you stay committed. This shows the audience that investments are worth it, even if it is a long-term commitment. Clever marketing from an investment service, isn't it?

4. Show what makes your brand unique in your story

As a storyteller, you need to know what makes your brand stand out from the crowd. If you are a supermarket, what makes you different from the numerous other franchises out there?

Let’s look at a very famous storyline: There once was a princess trapped in a tower and a brave man rescued her. Cliche, right? But what makes this same old story distinct is the uniqueness that the storyteller brings to the table. Told from a different perspective, many people have taken this story and put their own unique spin on it; it’s the difference between the tale of Rapunzel in Tangled and Fiona in Shrek. See where we’re going with this?

Using the same supermarket example, think about what makes you buy fruit from Woolworths and meat from Pick n Pay. Each brand has the products that make them stand out and that gets consumers talking.

It’s also the way that you tell your story. When people purchase a meal from Nando’s they’re remembering every funny ad and post they’ve seen on the brand’s platforms. You, therefore, need to find out what makes your brand stand out, and tell that story on social media!

How do you tell your own brand’s story on social media? Let us know in the comments below.

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Now that you know more about storytelling on social media, why not look at Visual content and storytelling on Instagram: A Q&A with Shawn Ogulu.
*Image courtesy of Canva