This is why social storytelling makes better advertising
Day by day, it is getting more difficult to reach out to your audience. A constantly growing number of media messages is trying to catch our attention. Social storytelling is a means of directing that attention towards your own brand. Want more engagement? Tell a story that’s irresistible to share. Want more loyalty? Connect with your audience by sharing common values in a genuine story. So, why do social stories work better than advertising?
Text by Fleur Timmerman, pictures by Trudy Kazangu
1. Our brains are built for storytelling
Since humankind was able to communicate, we have been telling stories as a way to share and process information. When listening to a story our brain gets pulled into it and our neural activity increases fivefold. And thus we remember the message better. As a brand you can use social storytelling to connect on a deeper level with your audience. When you’re trying to find a good story, keep this in mind: ‘Interesting people doing interesting things in interesting places’. To know more about social storytelling properly done, check out this article.
2. Social storytelling builds a connection with your audience
But of course, not everyone with a story is telling social stories. The magic happens when people feel connected to that person and consider them as a peer that is part of their community. They feel someone is ‘like them’. This feeling is very powerful and leads to a growth of genuine interest and trust. Social storytelling is when you watch a video of Action Bronson every week because you trust his taste for food. It’s not like your regular tv commercial told by someone you don’t know.
3. Social stories trigger a strong emotional response
Because social stories start with peers from the same community, their message will have a bigger emotional impact than commercials. A good story triggers a physiological reaction in our body. Our pulse may race, our attention shifts. But also our brains release a neurochemical called oxytocin. Oxytocin is our empathy drug that makes us care. Take this social story video for example. How emotional do you think you would feel if a family member shared this with you?
4. Social stories make people want to share your story
People trust, listen and take part in interesting social stories told by peers. If your story is authentic and has ‘social potential’, people will share it both online and offline. In comparison to selling, with social stories, there is a two-way conversation. This word of mouth dynamic makes brands and people popular on a long term basis. People choose for popular brands and will stick to them.
5. Social storytelling builds a community
Peers feel connected to each other by mutual trust and interest. When they talk about the same stories, it creates a community that keeps the conversation going. Nowadays communities are active in the digital world. But this doesn’t stop their members to engage in one on one conversations.
Why take your social stories to Chase Creative?
We turn your story into a social story. We specialize in social content such as social videos, influencer marketing campaigns, blog posts and audio stories. Always keeping the focus on one thing: people trust your social story if it’s social and engaging. Social Strategy is a service that fits content and management in a wider social strategy. Our social story experience helps you build your own brand community.
Are you interested in what social stories can do for your brand? Let’s talk!