Spinning a storyline through your brand marketing content is a growing trend in the digital sphere.
Modern brands may be taking advantage of new technology to connect with their audience, but it is the ancient art of story-telling that is having the most impact on customer engagement.
Studies show internet users spend an average of eight hours a day online. And the modern consumer is exposed to so much content, bland ads that do not convey emotion, are instantly forgotten.
Consumers today want to be entertained. They want something they can share with their social networks and talk about with their friends. They also want content that offers value.
Putting a story into an ad
Every brand has a story. You could start with how your company began and take us through the journey of your growth. But you also have products to sell. And they have a story as well.
But story telling does not always have to focus on you. It can star your customer. What are the pain points for your customers? There is a story in there somewhere.
Story-telling plays on our cognitive behaviour. Explain something in linear order and people will remember more than reading an article packed with information.
How to create stories in content?
The structure of your story should have a beginning, middle and end and include the five W’s; who, where, what, why, when.
Providing you have the fundamentals in place, you can create a story in an ad that appeals to how the human brain works. All you need to do then is bring your story to life.
There are many ways for brands to tell a story using any format. Video and written content are the easiest way, and if images say a thousand words, then Memes with a strong statement, weave a plot line into the narrative of the picture.
Providing your story delivers a message for viewers to take away with them, you plant the seed that leaves a lasting impression on your audience.
Before creating content with a story thread, think about what type of TV programmes consumers watch. Reality TV shows and soap operas are the most popular.
One of the easiest ways to create content therefore is to tell a real life story about you or your customers.
The core element should be the brand message you want to deliver. Using your position statement as a central thread you can build the story around the theme.
To create a plot, look for inspiration in real-life stories and use the subjects as your characters. Any fiction writer will tell you, write about what you know.
Providing the story you tell is the truth and not fictional, of course.
The power stories have over the human mind cannot be ignored by marketers. And the art of telling a story challenges content curators to be more creative. So it is time to put on your creative hats.