Why is digital storytelling important?
Because it helps to humanize your brand and establish a relationship with your audience. Your stories define your brand because they embody your values, mission and the personality that you want to convey.
In a survey conducted in 2023, 78% of the marketing decision-makers in the UK said that personal, human-first messaging was central to storytelling. This way, you will create an emotional connection, and the people will remember you the way you want to be remembered.
But how to come up with stories that will capture the attention of your target market? Well, let’s discover that in this blog post.
First, you have to decide for whom you are going to write your story.
Learning their preferences, interests, age, or behaviour allows you to choose the right tone, message, and channel for the outreach.
Thus, based on their needs and actions, you must develop stories that will touch people’s hearts. This makes it easier to connect with them, create needs and appeal to their wants.
Therefore, knowing your audience is the foundation of effective storytelling.
Coming up with a story that will hold the reader’s attention involves several factors. Focus on these core essentials: Come up with a good hook to engage the reader. Make your audience care by creating characters and portraying conflict with a clear solution. Share your brand’s values and tell its story in a way that your target audience can easily identify with. Be real.
Form a story with a clear and connected plot, so that the reader gets the feeling that the message was well delivered. Make it interesting with relevant data points, pictures, video clips, or even customers’ feedback and experiences that are memorable and touching.
Visuals are a very powerful element of digital storytelling. They help to grab the attention of the audience and express an emotion. Select images and graphics that augment the reader’s vivid imagination and make it memorable.
Apply video to drive higher engagement by immersing the audience in the story. Video is a versatile and influential way to enhance the stickiness of your content, whether it is a short, animated GIF or a longer how-to tutorial or customer voice.
Choosing visuals that are in line with your brand voice is essential. Visuals are critical to tell a connected brand story.
Understanding how to tell the story on each platform is vital. For Instagram, use eye-catching images and short but intriguing captions.
However, LinkedIn requires more professional content with a focus on value. For social media stories, ensure they are short, engaging, and as real as possible. Polls and quizzes are other ways to capture your viewers’ attention and make them active participants.
When writing your content, make it mobile-friendly since most users read stories on their mobile devices. This means that the page should load fast, the visuals should be clear, and there should be easy navigation for the story.
Some brands have managed to effectively deliver digital stories that enhance the consumers’ experience.
Airbnb’s #WeAccept campaign featured real-life examples of conquering prejudice, which is in line with their vision of belonging and inclusion.
The lesson? Tie your message to your company values to establish brand recognition.
GoPro encourages consumers to share their own GoPro stories which creates a more genuine and organic brand narrative.
Result? Promoting user generated content enhances involvement and credibility.
Always’ #LikeAGirl initiative changed a negative perception, united women, and initiated the discussion on the role of gender.
The takeaway: if you have stories that question the status quo and promote change for the better, it can be a key differentiator.
To master digital storytelling, remember the key takeaways: Match your stories to the core values of your business, know your audience and use visuals and digital media. First, identify your target audience, then come up with real, personal content, and finally, focus on the right imagery.
For the next steps, concentrate on AI and machine learning to make the content more specific to the target audience. Use the SMART PR techniques and utilize the social media platform to come up with effective PR campaigns. Just keep on experimenting with your storytelling to find the best way to capture the attention of your audience and engage with them.
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