Strong characterizations is one of the factors that lend to the relatability for a story. Encouraging audiences to empathize with characters creates a unique bond. Inspiring emotional understanding brings audiences to delve further on the story and explore the subject matter.
Brand Storytelling with Content requires Brands to start a conversation with the targeted audience that helps them see the usefulness of the Brand in their lives and thereon engage audiences in an ongoing conversation. Brands that seek to evoke emotions with fans and followers, can use different types of content to tell the Brand Story. Brand Storytelling can be used to engage audiences at different stages of Consumer Journey right from brand discovery to post purchase or advocacy stage.
Photos, Video Clips and Animated GIF’s
Visuals are known to be more engaging. To be able to capture the sentiment of your audience with the visuals makes for campaigns that resonate with and engage your audiences.
Content Fillers For Ongoing Audience Engagement
Use Content Fillers on Social Media to keep the audience interest alive in your Brand or Campaign by adapting content to be used as a filler to further your brand’s story.
Target created a Holiday Adventure Series that led through a maze of presents presenting a number of options that were available for gift shoppers, while building on the story of a magical quest to light up a ridiculously Giant tree.
Create Video Content and Contests For Themed Engagement
Oreo’s Open up with Oreo themed campaign takes forward the campaign idea of openness making the brand relatable in different contexts. The storytelling approach here builds on the idea of inspiring openness and curiosity in every day lives .
“As a brand that inspires openness and curiosity every day, OREO believes that, if we begin to open ourselves up, we’ll make more meaningful connections and discover that we have more in common than we think, no matter where we live or what walk of life we come from,” said Jennifer Hull, Brand Director Global OREO.
Oreo has earlier taken the idea of “Wonderfilled Moments” to tell the story with video clips that generate enthusiasm with the audience with an experience #PlayWithOreo that directs users to a link with recipe.
Use Video Contests to engage users with a theme that establishes your brands’ support for a cause, that can be used to package your brand as a socially responsible brand by supporting a cause or promising benefits that generate positive association for the brand.
If you are looking at a product centric campaign then a series of simple quizzes or content that is useful can bring forth the product features and help you build your story. Ben & Jerry’s post on Instagram about Flavor Facts created more than average engagement.
Use Exclusive Product Shots and Visual Treatment
Product shots that are exclusive create recall for your content. Another interesting way to approach the visual treatment is to see attributes that are closely associated with your brand and use those attributes to create a unique style for your posts.
Brand Content For New Launches and Offers
Ben & Jerry’s uses video on Instagram effectively to make the story relatable with links.
Amazon’s Prime Now builds on deals and ultra-fast delivery promise with social media posts.
Brands that rely on social media referrals can use posts that showcase consumer reviews or user-generated content to endorse the Brand Story. A simple compilation of Users with images in a video format can engage audiences making them feel part of the story while helping you achieve your campaign objective.
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