Stories follow distinct patterns. They open, set the scene, reach a climactic point and close, or on occasion, remain open-ended for future iterations. No matter the exact structure, all stories aim to evoke some sort of emotion from their audience, through the ups, downs and every point in between.
This is where brand narrative comes into play. Structuring what you have to say as a company in a way that makes people want to listen isn’t rocket science. But it requires its fair share of creativity mixed with storytelling. Let’s explore four ways in which you can use social media to tell your brand narrative.
Embrace the Caption
It’s often shortsighted to assume that the weight of any given post should be measured in its visuals alone. You may find stats and best practices that list various caption lengths to adhere to when drafting your social content, but creativity isn’t always about fitting nicely into a box. If the impact of the story’s there, people will read it.
Look at the Humans of New York Facebook Page for an example of just that. When they post, the imagery sets the scene but the caption tells the story. Using this model, the engagement numbers speak for themselves. Regardless of the medium, there’s power in connection—in stories told from the perspective of unique individuals that tie together universal themes.
Social media is visual by nature, just look at your oversaturated Instagram feed. There’s only so much time to capture attention, and eye-catching imagery can elevate your brand narrative efforts above the rest of the noise.
Additionally, there are a number of ways to experiment with visual layouts. On Facebook, this could involve the creation of an album or set of carousel ads. On Instagram, you can play with sequential stories and carousels. Using individual images within your Instagram feed to piece together a larger visual is also something worth exploring.
While it can seem daunting on the surface, a video is another method to explore on behalf of your brand story. After all, it can be difficult at times to truly capture the impact of a narrative through text and imagery alone.
As with images, each social platform provides a handful of avenues to explore video. Short, in-feed videos are possible through Facebook, as are live recordings. And what better way to tell stories authentically than by capturing them in-the-moment and unfiltered? Instagram offers the same, and the video capability through Stories is another way to evoke emotion through short, sequential video segments.
Turn to Your Audience
Regardless of the format, sometimes the best way to tell your story is by telling it from the perspective of those that embrace it. Your audience and fans live and breathe the narrative. Digging into their individual points of view and using their experiences to help frame a larger story helps other potential customers see themselves as part of your brand story.
A good story is one piece of the content marketing puzzle. For more insight into developing a strategy that drives tangible results for your brand, download our 7-step guide.