With social media, it’s pretty simple for manufacturers to attach with their viewers and talk straight with them. This may be an efficient technique to create a relationship with potential prospects. Nonetheless, it will be significant for manufacturers to be strategic with their social media use to maximise their affect and return on funding.
Creating content material that’s participating, informative and attention-grabbing generally is a problem. When manufacturers are creating content material, you will need to think about what kind of content material will have interaction and resonate with their viewers. Two of one of the best methods are by storytelling and creating an understanding of their ache factors and how one can finest tackle them. This can assist develop content material that prospects are inquisitive about. And whereas that every one appears doable sufficient, there are a number of secrets and techniques to success.
[FREE WEBINAR: How to develop a comms plan … that actually works!]
At Ragan’s Strategic Communications Convention in Redmond, Washington, Gina Michnowicz, CEO & chief artistic officer at The Craftsman Company, shared a few of these secrets and techniques.
Michnowicz broke down the right way to inform a narrative by all totally different mediums and careworn the significance of the pictures used to convey emotion and in the end join individuals to your model.
Storytelling evokes emotion
“It doesn’t should make you cry,” Michnowicz mentioned. “Generally it’ll make you snort, typically it’ll make you are feeling heard and all these issues are essential and people are essential feelings.”
From TikTok, YouTube, Twitter, BeReal, Instagram, Fb and LinkedIn, there’s house for tales, however the way you ship the content material is what’s essential, the chief artistic officer mentioned.
“Every platform has a unique purpose for being and tailoring your content material to use to that’s so vital,” Michnowicz defined.
As an example, TikTok is the place all of the related issues are taking place proper now and for probably the most half has one of the best natural attain, she mentioned.
“There isn’t one other platform that will get you that — the right way to grow to be profitable on TikTok is having content material that tells a narrative,” Michnowicz continued.
Publishing is queen
“Content material is king, however the queen is publishing and he or she wears the pants,” Michnowicz mentioned. “It’s all about publishing and the way you do it and taking that long-form YouTube video and splicing it for TikTok and Reels, so that you don’t should create for each platform and take what you could have.”
Manufacturers that decide to publishing content material that includes telling a narrative in a enjoyable manner, typically do effectively.
An instance Michnowicz used was Miller Real Draft’s seltzer announcement. After teasing that they’d be “launching” a seltzer, as a substitute of asserting a brand new product, they launched a video exhibiting instances of arduous seltzer being strapped to a rocket and on the point of ship the stylish low-cal beverage hurtling into house.
This was a little bit of a detour for the beer firm, however the danger paid off.
Michnowicz mentioned the advertising efforts resulted in a number of press protection, social forex and elevated the corporate’s beer gross sales considerably.
“If in case you have a buyer base and there’s something that they’re asking for and isn’t a part of your match or wish to inform a narrative another way, typically there generally is a manner,” Michnowicz mentioned.
Guiding ideas
The chief artistic officer shared some guiding ideas on how to achieve success on social media and past.
Keep true to your voice: Even if you’re storytelling, you’re telling these surprising moments, you continue to have to remain true to your voice, you’ll be able to’t depart an excessive amount of.
Inform numerous tales: Herald numerous segments and be inclusive.
Take dangers: Step outdoors the standard field or consolation zone and go for one thing out of the norm.
Apply related present developments: TikTok is a good place to start out in search of developments, in addition to Twitter.
Give multiple manner for individuals to devour: Having other ways for individuals to devour content material throughout platforms is essential.
Constant however not boring: Displaying up as the identical model day by day is essential to your viewers.
Isis Simpson-Mersha is a convention producer/ reporter for Ragan. Observe her on LinkedIn.
