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Nowadays, almost everyone has one or more social media accounts. The often-heard 'complaint' about social media is that it has a fleeting character. But that does not at all mean that storytelling on social media is impossible.
In the Netherlands alone, millions of people visit social media such as Facebook, Instagram, LinkedIn, YouTube and Twitter on a daily basis, to name but a few. Newcom Research's National Social Media Survey 2017 reported that WhatsApp is currently the most popular. Indeed, with its new features, WatsApp can now also be called a true social medium. WhatsApp is closely followed by Facebook.
You want numbers? No less than 7.8 and 7.5 million Dutch people use WhatsApp and Facebook on a daily basis, respectively. With respect to Facebook, it should be noted that the number of older people on Facebook is increasing considerably, while the number of young people is decreasing. A few more results: Instagram, with a growth of 41%, has overtaken Twitter, which remains more or less the same. Finally, LinkedIn grew by 33%. YouTube asks you: 'Only' 1.7 million Dutch people a day. But that's 31% higher than in 2016. It's good to remember all this before you go on to the advice.
Corporate storytelling is about connecting people. Social media contribute to this.
A good story is built according to a certain structure. Joseph Campbell's 'The Hero's Journey' elaborates on this, but Dan Harmon's Story Circle is also interesting and entertaining reading and learning material. Both 'theories' are based on a protagonist who, by trial and error, achieves his goal and, with all the lessons he has learned, manages to give his life a different turn. During this journey there are a number of moments - carefully planned by the storyteller - in which desired reactions from the reader, viewer or listener are generated. If you want to become successful online with storytelling, first make sure that your story structure is like a house!
Your readers should be able to identify themselves or become emotionally involved with the main characters in your story. Only then can the reader 'feel' and 'experience' your story. Remember, for example, how Dove refrained from supermodels and included 'real' women in his Real Beauty campaign. Talk about identification.
It is not said that a story has to be told or shown all at once. It is precisely on social media that you can always add new chapters or new storylines. Refinery29.com, an international online lifestyle platform for women, took the test and placed a series of Facebook ads that together formed a completed story. The results exceeded all expectations. Not only did the expressions result in a conversion increase of 56%, but online purchases also increased by no less than 10%. Of which I have taken note!
Of course you can go all out on social media about the characteristics of your brand, product or service. But is that what your target group is waiting for? Our experience is that it is much more effective to zoom in on the interests of your target group, so that you can tailor your story to them. What does they find relevant? What does they want to know more about? When you respond to this, you will notice that your stories are being 'licked' and 'shredded' more and more often. In fact, once you have built up a loyal group of digital fans, you can even ask them to participate in your story. It couldn't get any more authentic, it doesn't get any more sympathetic.
Do you want to start storytelling right now? You can start by taking a look at our websites storytellingpeople.nl, storytellingpeople.com or corporatehistory.com.
Want to know everything about storytelling? Download the Storytelling People App via the App Store or Google Play Store.
For more than 30 years Storytelling People has been recording corporate stories and bringing them to life with storytelling and community building.
Storytelling makes the abstract corporate story accessible in stories by and for people.
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