We are in the countdown of ringing the bell to say goodbye to this great year 2021, and our digital marketing strategies should almost be ready to be executed in 2022. Like many things in life, at this point in the game the thread is not invented black, otherwise it transforms and evolves, and well, bingo! Storytelling and storydoing are two of them.
I do not intend to start by sharing book concepts about what storytelling and storydoing are, we do not want to be one more article that addresses such interesting topics from the same perspective that other sites have already done well, but boy, maybe we will have to go into context to be able to get to the point with the 7 secrets that these wonderful techniques that are applied to digital marketing will bring us great results in 2022 when taking them to social media.
Entering into context with storytelling…
We know storytelling well as the art of telling stories, and I think that for now, from my perspective, the most important thing to keep in mind is the structure, and emotional structure that we need to maintain in any story we want to tell about a brand, that is to say, having well identified which are the emotional triggers that will make our audience remain hooked with its plot, as well as the elements that make up any good story (idea, context, protagonists, public, conflict, and structure).
And then after we already have this first element clear, let's go to Storydoing.
Talking about storydoing is talking about taking stories into action. More and more consumers are eager to find congruence between the stories that brands tell, with the stories that brands create in daily life, and let's go back to what our admirable Tolstoy said; There are two types of stories:
- When a foreigner arrives in a country: We talk about social transformation
- When a person undertakes a journey: We talk about personal transformation
So here is the relevance of asking ourselves, what kind of story is my brand telling and creating?
But before continuing to describe how we managed to go from storytelling to storydoing, let us consider the following statistical data, and we will realize that being a brand with a compelling storydoing is more than a must in these times, and it is that according to the latest study < Meaningful Brands 2021 > prepared by Havas , consumers do not care if 75% of brands disappear, and is it that we are finally learning what detachment is after having lived a toxic love relationship? , or simply consumers want brands that tell and create stories with purpose.
And it is that having a defined purpose is the starting point to create storytelling and take it to storydoing; and today we need purposes in brands that are built with people, not just established by the brand.
Now, for that purpose to move to storydoing, it is necessary to make it grow in a territory, which is well described by David González Natal , Partner and Senior Director Engagement of the LLYC agency, as the space where there are masses of conversation in society, which Due to volume and persistence, they have gained structure and have opinion leaders and have an agenda and people live experiences in them and comment on them; And for that purpose to "stick" in the territory and work, we need a storytelling tool called a story.
Now, what is the story? It is the perspective of a brand on the territory. Let's remember that people buy products and services, but what they really buy are meanings. And it is in the story where brands need to have clearly defined actions to use the vehicle of social networks , so that the stories they create are shared correctly on social networks, and become viral.
I am excited to continue with the following lines, since the time has come to introduce you to the 5 secrets of storytelling to storydoing on social networks.
1. Let's do activations with consumers where the purpose of the brand is exemplified in action, positively affecting the community of the territory where our purpose is being executed. This will be the key for people to want to share it on their social networks. A good example is what Red Bull does, whose purpose is to give people wings, and then how does it give them? Through the Redbull Music Academy to impact young music creators, linking them with already recognized artists, to create music, and promote the talent of young people.
2. For a storydoing strategy on social networks to be effective, we must start from what we want to tell, what we want to provoke, and what we want to achieve; In short, how do we want people to participate in social networks, with clear Calls To Action, and how are we going to measure it? Like everything in digital, you have to establish clear monitoring metrics. The content is the King, but the queen is the conversation.
3. Not all brands are red bull, and they already have a well-defined purpose, so you have to work on defining your brand's purpose, but above all, on being consistent and congruent in the stories you tell. If we tell many stories but we create few stories in action, we will be generating a sensation of overpromise, or conversely, if we create many stories in action, but we tell few stories, we will be losing the opportunity to connect with the audience.
4. Use the entire digital ecosystem of your brand to clearly communicate what the activity is and/or what the storydoing is being generated and how people can participate in it. Use channels such as email marketing, Newsletter, the website, etc. so that the dissemination of what must be done in social media is clear.
5. Get creative. Generate an impact name, and set a # to boost to make it more viralizable. Remember that it is not only the message that must be defined, but also the way in which that message is communicated. Play with words and make it fun. The things that make life more enjoyable, we tend to remember more. Remember to do all of the above respecting the voice, and the tone of communication that you have defined in your brand.
I hope this article has been useful to you so that, at the rhythm of the 12 chimes, you say goodbye to 2021, and welcome 2022 with a storytelling and storydoing strategy that promotes the objectives of your brand's digital marketing strategy.
If you have any questions or comments, at Bright Marketing we can help you. Write to me at sergio@brightmarketing.mx and we can gladly continue the conversation to support you with your strategy. See you until next time.
