Brands with a Storytelling approach create a lasting emotional bond with the audiences. Brand Storytelling helps your audiences buy into your brand beyond the direct response to a campaign. Brand Storytelling can further be improved with tools and advertising options that are now available on Facebook such as Video Advertising that allow for links to external sites. Brand Storytelling with Content requires Brands to start a conversation with the targeted audience that helps them relate to products and see the usefulness of the Brand in their lives.
Brand Storytelling differs from Branding which can be best described as “A distinctive set of characteristics and crafting stories across a variety of mediums that communicate and contextualize those characteristics in unique and immersive ways.” In the context of Social Media it goes beyond simple mnemonics, logo and brand’s visual identity that consumers usually identify your products with on the shelves.
Tactics For Brand Storytelling With Facebook Posts and Advertising
Sports event or a sponsorship opportunity allows for brands to tell their story in a way that helps them generate enthusiasm with the audiences, capitalizing on the enthusiasm of the fans and followers, for the event. The brands can use the opportunity to create a connect with their audience with a sponsorship announcement or celebrity endorsement allowing for improved recall with association.
Taking this a step forward would be creating a brand experience that allows for audiences to share their experience or tell their story at the event featuring the brand during the event.
Engage Audiences Visually
M&M’s is sponsoring Red Nose Day USA for Fund Raising and is using the mnemonics to create awareness for the same. Visual Content is known to get 94 percent more total views making it more engaging. Adding visual characters can further help create greater ad recall as visuals are processed 600,000 times faster allowing for greater recall with users with short attention span. The increasing mobile trend requires brands to connect with the audiences with short-form visual content to tell the brand story without interrupting the user experience.
Brands that are looking at telling the brand story need to use the visuals in a manner that the audiences find affable, endearing, humorous and relatable, so that the dissonance to a mobile user is minimized.
Walgreens has created a Video Ad to support the Red Nose Day with a humorous post that showcases a couple using the store as a gym with the announcement of The NBC show, a star-studded Fund Raising sensation.
Create Buzz With Promotions
Target’s entertaining trailer announcing the availability of Avengers gear at Target with the Target Shopping Cart and the logo prominently placed, visually communicating the availability of Avengers figurines in-store with an online ordering link. Marvel and Target’s joint creative prior to the release of the movie helps users recall the movie and at the same time creates awareness for the limited edition gear that is available at Target.
Place Your Product Center Stage
Use advertising to highlight the key features of your product, enabling audiences to connect with newer offers and technology advancements that make them view your brand as a winner at delivering some of the key attributes for the category as seen in the case of Samsung. Samsung Galaxy S6 Edge adds to the Samsung Brand Story of bringing the newest. With remarkable visuals communicating the key wrap-around screen feature and editing that makes nail-biting shots look edgier, the creative effectively communicates the product idea of the new Samsung Galaxy S6 Edge.
If you would like to add further effects to your Video Storytelling you can use video editing tools that allow for different visual speeds for editing video content. Brand storytelling with video could help you overcome any challenges and objections that you face from your consumers by creating series of Content that helps audiences find newer ideas as seen in the case of Lowe’s .