Expert view: 5 ways to become a good social media storyteller

Writing social media posts has become a complicated business – so do you have the skills to make your customers listen? Katrina Bell has 5 tips to help you create instantly engaging content.

We all strive to create social narratives that will captivate our audience, to differentiate our content from all the noise – a new concept of storytelling can help you on the road to being an unmissable source of readable, interesting posts. The concept behind social media storytelling is simple enough – tell the right tales in a way that resonates with your audience and they will become an avid listener. 

That investable narrative doesn’t look so different on the surface – but which of these headlines are you more likely to invest in?

A – Check out these winter trends.

B – See how the Jones's stayed ahead of the curve with these cosy winter design trends.

The latter is instantly identifiable as being more resonant with consumers who can easily understand the concepts of enjoying both one-upmanship, but also the feeling that their home is a citadel of cool. That super-charged connection is the difference between storytelling, and traditional social media content. 

There are several routes to effective storytelling that you can try on for size:

1. You already have experience of this first one – dressed up as consumer-generated brand stories, this category really amounts to a proactive approach to collecting and curating testimonials and case studies. Whether it is a before and after or a Grand Designs-style total refurb, the journey to better experiences practically writes itself. And if you can use the voice of the customer, then all the better to build trust.  

2. Demographics matter – younger generations are turning their backs on Google as a source for brand recommendations. An Artios survey found that 16 to 24-year-olds are just as likely to use social media to look for new products or services. That behaviour will only become more marked in the future. This is confirmation that if you want to future-proof your online marketing, it has to be translated into a format your newest customers are interested in. Under 44-year–olds are much more likely to use social media than researching in-store.  

3. Storytelling need not be just about text – dynamic formats like video are more immediate, intimate and digestible for an audience that gets their content on the fly. A friendly, chatty voice-over is much more approachable than a stone-cold professional version, or you can create snappy subtitles that tell a tale of a brand that understands how your consumers live and what they are passionate about. 

4. Take the pressure off a little by seeking out opportunities for co-created content. A fashionista with a love of home comforts is one way you can open yourself up to new customer tribes while making use of their natural skill at curating real-life experiences. 

5. Just as you have to investigate your customer persona, you should also find out who your main brand character is. What makes them interesting and what kind of experiences will they have? Imagine it's like writing a movie script – do your stories feel like something your leading actor would do? Your connection with your audience will be all the stronger if they can feel similar emotions when you talk to them. When you create stories around your above-the-line star, your brand should be a doddle.