Although storytelling has existed since humans developed long-form communication, the methods, format and purpose have changed. What hasn’t changed much is a story’s power to stick in your memory.
Research says we are 22 times more likely to remember a fact when it’s been wrapped in a story. Why? Because stories evoke emotion. Savvy influencers, and the marketers who rely on them, understand the power of storytelling. When they want to pique consumers’ curiosity, transport them emotionally, create associations, educate, or encourage them to take action, few methods are as effective as storytelling.
If you’ve been tasked with marketing your brand in a way that takes consumers on a journey beyond dry data and into a more engaging experience, check out these tips and content creator examples.
The elements of a good story
Brands looking to grow awareness, loyalty, trust, and sales need to look no further than social media influencers who have built a community around their content. You’ll likely recognize some of the same elements of a good story, regardless of the topic:
Scene
The location, time, circumstances and ambiance of a story set the tone from the moment someone watches a video, listens to a podcast, or reads a blog.
Looking for content creator examples?
While YouTube micro-influencer Travor, who goes by SoCal Disney Dad, could have shared descriptions and still photos from his visit to Disneyland, he knew that video would provide the best format to truly immerse his followers in scene and setting. His 22-plus minute piece, Disneyland 2023 Ultimate Food Guide, includes extensive commentary, visual tours of popular food establishments at the popular destination, close-ups of food, and clips of bustling tourists.
Voice
The voice of content can create a mood for consumers long before they start watching, listening or reading. Beyond the auditory components of accent, grammar, diction and tone, voice may refer to perspective, personality, attitude and emotion.
Props and visual devices
With user-friendly, affordable software to help influencers add animation, edit video, collaborate, Duet and Stitch with other creators, visual devices have become much more common on social media.
Even low-tech props like costumes, animals, decorations and toys can help add to consumers’ experience by lessening the burden on imagination.
Characters
Authenticity should always be at the forefront for influencers creating content for brands, but don’t make the mistake of assuming that means the content creator needs to play themselves at all times.
Some of the most successful influencers use a combination of wigs, costumes, voices, camera angles and props to bring characters to life that generate excitement, laughs, and a sense of storytelling.
Need more content creator examples? Here’s one:
Mid-tier Instagram influencer Terrell Green creates plenty of character-centered content to crack up his followers. From coworkers who snitch for money to performers on “Soul Train,” his skits allow him to showcase his skills as a writer, actor and content creator.
Tips for creating a story quickly
1. Know your audience.
What have your followers come to expect from you? Serious but helpful beauty tutorials recorded at your bedroom vanity? Entertaining restaurant reviews done on-site? Exciting unboxing videos of toys with your kids?
While there’s no rule that confines you to a certain style or format of content, brands choose their influencers based on their existing material. Sure, you can take some creative liberties, but your audience needs to trust that you’ll continue to keep their interest and experimenting with content that’s too far out of character isn’t likely to feel authentic.
2. Identify the emotional response you want to evoke.
Before crafting your story, know what emotional response you want your followers to experience while viewing or listening to your content. Are you looking to build suspense? Make them laugh? Inspire them to create? Leave them feeling like they’ve learned something from you. Once you know how you want to leave your followers feeling, you can begin developing your content.
Want content creator examples that elicit different emotions? Check out these three very different types of storytelling:
- Humor: Check out the before and after of storytelling in Jenna Bandy’s short TikTok video about the power of a candy bar.
- Inspiration: Watch Tigga Mac excel at a challenge to unbox a toy and bring it to life in cake form in this Minnie Mouse Munchling-inspired baking tutorial.
- Sentimentality: Find out why nano-influencer Kim Dotlich left her Instagram followers feeling nostalgic in her story to find a replica of the aqua-colored Easy-Bake Oven she had as a child.
3. Outline your idea from concept to core message.
With a firm grasp on what your audience tends to like in terms of format and content and what emotional response you hope to elicit, it’s time to work on your story’s outline.
All forms of storytelling rely on a beginning, a middle and an end. At its most basic, your content could include a welcome and introduction about what you’ll be doing, like unboxing a new toy or hosting a “shop with me” video and a wrap-up.
Don’t forget to include a call to action, whether steering your fans to a promo code and link to make a purchase or simply reminding them to like and follow you, a brand, or both.
4. Flesh out the content in a dry run.
Some content creators draft detailed outlines that include scene descriptions, talking points, costume details, notes on sound effects, and other specifics. Others wing it and make edits (or retakes) as necessary.
Regardless of your experience creating content, a recorded dry run can provide valuable feedback to make improvements before you release content to the public or your partnering brands.
Just be cautious not to appear over-rehearsed, which can leave your content feeling flat. Practice is helpful, but be careful not to lose enthusiasm or authenticity. They’re two qualities that brands rely on from influencers.
Use these tips to help you hone your storytelling skills for influencer marketing. Even if you’re not partnering with brands yet, the practice will help you build content, followers, and engagement, which will help you grow your portfolio.
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