In a digital world, brands cannot afford to be bland or characterless. To thrive, a business needs to connect with its clients on a deeper level than ever before. In short, it is essential that businesses are strategic and unique with their brand story telling.
It’s no secret that the marketplace is crowded with endless content. Sadly, these days it isn’t enough to have a quality service or product. Businesses need to connect with their audience’s emotion through quality photos and videos that deliver a curated brand story narrative. Take for example, Flora Farms in Cabo, Mexico who use their Instagram feed to show content that transmits the viewer to their incredibly picturesque farm + restaurant experience through a deliberate mix of lifestyle and product imagery. By scrolling through the feed, the viewer is guided through what this brand wants them to remember: celebratory moments, authentic tamales, and colorful organic produce straight the farm. Rather than simply saying “farm to table,” Flora Farms illustrates this idea through imagery that guides the viewers’ senses to what visiting Flora Farm feels like.
Images from Flora Farm Instagram
Facts are useful but for social media, businesses want to transport their viewers and evoke emotion. Businesses should be asking themselves what they want to be known and remembered for. Emotions are the driving for behind purchases (95% of purchasing decisions take place unconsciously but we use logic to justify those decisions).
Here are three key ways to apply strategic social media storytelling
- Create and show media that shows who you are rather than just what you do (offer viewers a glimpse of who you are by showing behind-the-scenes)
- Caption with a call-to-action in mind. Do you want them to post a comment or simply like your image? If you want more engagement, then ask your viewers (ask them to tag a friend, sign up for your newsletter, etc).
- Respond and Engage: don’t be afraid to respond back to your audience. It is recommended! If their comments are more than a simple emoji, be sure to respond back in at least 4 words. Simply put, only comments that are longer than 4 words will count as post engagement.
In conclusion, it is imperative for businesses (big and small) to be active on all social platforms. Paying attention to your audience while being true to your brand identity is key. And although there is infinite competition in the marketplace, no other business has your exact brand story. And it’s your job to figure out how to communicate just how unique you are through storytelling.
