How to Improve Corporate Storytelling Through Social Media
Gone are the days when simply a few television commercials or magazine ads were enough to compel consumers to make purchases.
Today, markets are oversaturated with many different companies offering similar products or solutions. On top of that, buyers are far more informed due to the rise of social media. Consumers now spend one-third of their day engaging with digital content.
To beat out the competition and stay positioned as leaders, brands must find new ways to connect with their buyers and tell their corporate story.
With corporate storytelling, the goal is to create a meaningful and emotional connection with audiences. Social media can empower brands to express their experiences in a way that will connect with these groups.
Here are four ways to improve corporate storytelling with social media.
- Incorporate More Multimedia
Social media has created a content-consuming machine within its users. They’re much more likely to stop in their scrolls and engage with interactive multimedia than a well-written paragraph.
Incorporating these types of content assets that are authentic to a brand can continue to build on existing storytelling:
- Use powerful and personal photography. Post behind-the-scenes images of employees so that audiences can get to know the real people behind the products and solutions they’re purchasing.
- Engage with active communities across social media and show real examples of how current customers are utilizing your products. Crowdsourced content can also build on a brand’s story in a way that makes target audiences feel included in the journey.
- Create videos and livestreams that engage with audiences in real time. Play to their emotions and make storytelling feel more human.
- Give Your Content the Best Chance to Succeed
Play to the strengths of each social media channel and make sure content fits the recommended specs.
For example, simply linking to an article from a LinkedIn page probably won’t give a story the reach that it deserves. Instead, pair a story link post with a short, engaging video or include a photo asset.
Each social channel serves a strategic purpose for storytellers. It’s important to understand this to use social media effectively.
Facebook supports a large amount of content types that allow brands to share text-based updates along with pictures and videos. For paid content, Facebook also gives a brand the most precise audience targeting of any social channel.
YouTube is a great way to host corporate livestreams and marketing events, allowing video to be seamlessly embedded across the web.
Instagram Stories and Snapchat Stories are great ways to engage with audiences in real time. These channels build connections through content snippets and can be updated often.
- Influencers and Brand Advocates
Influencer marketing is becoming more common—and for good reason.
Influencers and advocates can amplify corporate messaging beyond just a brand’s owned reach. These relationships can be both earned or paid, with these individuals possibly having thousands or millions of followers engaged in conversations about a particular topic or industry.
An influencer marketing platform provides search and listening functions that allow marketing and PR professionals to identify these tastemakers and opinion leaders.
- Engage with Existing Followers
Probably the most important thing, and most often overlooked, is maintaining engagement within a brand’s existing communities.
Corporate communities are where people go to understand more about the brands and products they are looking for. Cultivating positive relationships within these communities is vital to building a brand’s story.
A social media monitoring solution can help a brand understand how well it’s being perceived or how successful or unsuccessful a campaign was.
It’s important to use this information and continue to use what resonates within communities in a positive and meaningful way.
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