How to use storytelling to grow on social media

It’s time we start showing up on social media the way we want to and not the way people expect us to. One of the best ways to do that is through storytelling. Storytelling is a powerful tool and, when used correctly in your marketing strategy, can lead to significant results.  When you implement storytelling, you go beyond why people buy your products and services. You share the story behind your brand, why it exists, and why it matters.  Social media has evolved in so many ways over the years, along with our strategies. But one thing that has stayed consistent throughout is storytelling. Don’t ever underestimate the power of a good story. Sometimes that is all you need to transform your business. So let’s dive in! This article will discuss how we can use storytelling to grow on social media. 

Three reasons why storytelling is important

1. You can stand out

It’s more than likely that your industry is a little crowded. Storytelling is an excellent way for you to show up authentically, so if you want to stand out, focus on making your brand more thoughtful, memorable, and genuine.  You want to wrap your message into a story that transports people, simplifies information, and provokes an emotional response. No brand can copy your story because it’s your story! So ask yourself what you want to be remembered for and focus on that. 

2. More than customers

Storytelling allows you to turn your customers into a loyal community. When sharing your stories, ask yourself what your audience truly needs from you? How do you want them to feel when interacting with your brand? 

• Use your story to create a deep emotional connection and spark a conversation with your audience. 
• Turn your clients into raving fans who will support your success.

3. Create a significant impact

Your business has a fantastic opportunity to change lives and make an impact. Now more than ever, it’s essential to stick to your values. Dig deep and go beyond profit because your mission matters. Research has shown that 63% of people buy products and services from companies that reflect their values and beliefs. That’s not all; 62% of people say ethical values and authenticity influence their purchasing decisions. People look for authentic and transparent businesses to make their purchasing decisions more meaningful. So don’t be afraid to share your values; the right people will gravitate towards your brand because it feels more human. Which, in turn, will leave a lasting impression of who you are and what you stand for. 

5 ways to incorporate storytelling into your social media strategy  

1. Know your audience

We hear this all the time, and for a good reason. Though we don’t try to, we sometimes assume that our audience thinks like us, but that’s never the case. To make a good story stick, you need to know who you are speaking to.  Take the time to define your audience because it’s important to know what your audience wants and how they want to hear it. You will create engaging stories that speak their language and influence their behavior. When you do that.  When defining your audience, go beyond general demographics such as age, income, and education. You want to go as deep as possible, so focus on values, pain points, lifestyle, etc. Ask yourself what keeps them up at night? What barriers and objections are they facing that would prevent them from working with you, and think about how your products/services can help address that.  Pro-tip: A great way to define your audience is to think of a previous client or someone you want to work with and survey them. Nothing beats a survey or one-on-one conversation. You’ll hear firsthand how each person identifies and what language they are using so you can reflect that in your content.

2. Think of your purpose

Every story that you share should serve a purpose. You can share stories just to share stories, but if you want to see accurate results in your marketing efforts, your account needs to have a specific goal. Are you looking to educate your audience about who you are and what you do? Do you want them to purchase your products or services? Or are you looking to inspire them with your story?  To clearly define the purpose of each story, ask yourself these questions: 

1. Why do I want to tell this story?
2. What value will this provide for my audience?
3. What should my audience take away from this story?
4. What do I want them to do after engaging with my account?

Make sure to keep these questions front and center when creating your storytelling content. 

3. Evokes an emotion

A strong story is all about stimulating emotion and empathy. It’s not just about what you do but how you affect people. Your audience needs to see themselves in your story. Lead with your audience’s problems and challenges. Think about how they will feel once their issues are solved.  After interacting with your story, take the time to think about how you want your audience to feel. Do you want your audience to feel happy, inspired, excited? Whatever it is, make sure to craft your story in a way that will reflect that.  Remember, people relate to real-life stories much more than content that features your product or service. When you tap into your audience’s emotions, it will make them more receptive to purchasing your products or services because you could appeal to how they are feeling. 

4. Keep it simple

One of the biggest mistakes people make regarding storytelling is providing unnecessary information. Think about what is essential for your audience to hear. If it doesn’t align with the overall goal of the story, then don’t include it.  The more concise you are, the better. In the end, you want your audience to have a clear understanding of how you can help and what steps you want them to take. 

5. Be real

When you share your story, people need to know it’s your story. Be open, honest, and transparent. Let your personality shine through.  People can tell when someone is not being authentic. Many people feel like they have to be overdramatic with their stories to get their audience to engage. The last thing you want is for your story to be overly fabricated and not genuine. So boldly and proudly share who you are and your journey as it happened. 

Debunking storytelling myths

If you’ve made it this far, I can already bet you have some misconceptions about storytelling. Let’s address them so that you don’t get stuck when creating your content. 

I don’t have any good stories to share.

Let’s just throw this lie out right now. Our lives are full of stories! Many people think they have to have something very traumatic to share a good story. That is entirely false. Your experience is just as valid as the next person’s.  The stories that people relate to the most are the ones that showcase our every day. Remember, your life is a story, your business is a story, and the relationships you have built are stories. So share them because what is ordinary to you may be extraordinary to someone else. 

My clients only care about results.

When you utilize a story to share your business’s bottom line, your audience is more likely to remember who you are and how you can solve their problem. Research has shown that we improve our ability to recall information up to twenty-two times more effectively in a story.  Yes, your clients care about results, but they also care about how you make them feel, which is equally important. 

I am not a good storyteller.

We are all capable of telling stories. It just takes practice!  What matters is that you show up and share your journey no matter how imperfect it is. That’s what makes storytelling special; your story doesn’t have to be perfect to be shared.  You have the freedom to show up in a way that feels good to you and provides value to your audience, and storytelling helps with that, so you don’t have to choose!  Stories are the greatest weapon we have to combat noise. So utilize these skills to build your brand story and, most of all, have fun! Overall, stories are a great way to connect with your audience, build your tribe, and make an impact.

Ready to grow your business on social media? Get our Growing Your Business on Social Media Ultimate Guide.

Download Guide