Storytelling is an effective marketing strategy for brands seeking to establish an emotional connection with their target audience. On social networks, storytelling can be particularly powerful, as it allows brands to tell their story in a visual and engaging way. In this article, we’ll discuss three ways you can use storytelling on social networks to build brand awareness.
Creating authentic content
Storytelling on social networks must be authentic to be effective. Today’s consumers are highly aware of advertising, and can quickly spot content that isn’t sincere. Brands can use storytelling to tell authentic stories about their company, culture and employees. By sharing this type of content, brands can humanize their brand image and build trust with their audience.
Using images and videos
Images and videos are powerful tools for telling a story on social networks. Brands can use images to tell visual stories that capture the essence of their business and culture. Videos can also be used to tell longer, more complex stories. Brands can use videos to tell stories about their products, history or mission. Videos can also be used to tell stories about the brand’s customers and their experience with products or services.
Sharing inspiring stories
Inspirational stories are a great way to capture your audience’s attention on social networks. Brands can share inspiring stories about people or organizations who have been positively affected by their product or service. Brands can also share inspiring stories about their employees and their community involvement. By sharing inspiring stories, brands can reinforce their credibility and reputation with their audience.
Conclusion
Storytelling is a key element of any successful social network marketing strategy. Brands that use storytelling can strengthen the emotional connection with their audience and boost their brand awareness and credibility. Using these methods, brands can create a strong, lasting brand image that resonates with their audience.
Many marketing campaigns today are entirely digital, but not all of them are successful. Companies should put thought and intention into their digital marketing campaigns so that they reflect the brand and reach the right audience. Here we have compiled the top tips for creating a successful digital marketing campaign.
What is digital marketing?
Before we dive into how to create a successful digital marketing campaign, let’s first define digital marketing. More people than ever are using the Internet for almost everything in their lives. So it’s no wonder that companies are doing less traditional marketing (printed media, billboards, television, etc.). They are now embracing digital marketing, which comprises all marketing that uses the Internet or an electronic device. Due to widespread use of the Internet, digital marketing can of course reach a much larger audience via these digital channels than traditional marketing. So how exactly should your brand approach these potential customers?
Take advantage of key moments
There are several factors to take into consideration for your digital marketing campaign, timing being one of them. You need to know when consumers will be open to your campaign.
ZMOT
According to Google’s ZMOT model, the Zero Moment of Truth is the stage in the purchasing cycle when consumers research a brand or product online before making their purchase. The Zero Moment of Truth arrives between the stimulus (needing a product) and the First Moment of Truth (buying a product). Consumers make their decisions based on Internet research, consulting several sources. Your brand needs to make a good first impression during this preliminary research stage.
Micro-Moment Marketing
The ubiquity of smartphones has changed digital marketing over the past few years. The ZMOT concept has evolved to now encompass micro-moments. Rather than one moment in which consumers sit down to research (ZMOT), their research is broken up into many (micro) moments throughout the day. These are the small increments of time during the day that consumers are on their mobile devices researching or considering a product or brand. Now, digital marketers have opportunities all day long to grab consumers’ attention and the possibility of engaging directly with them.
Consumers encounter a plethora of digital campaigns every day because they are constantly connected. Differentiate your brand by personalizing your content to make it unique. Make sure that your brand is recognizable (and that your content is mobile-friendly).
No matter the medium or the channel you decide to use, any material that you put online should reflect your brand ethos and be well-constructed. Otherwise, consumers won’t get a true sense of your brand and will favor another brand that feels more authentic. Consumers consult several sources before making their final decision. There is a lot of competition to vie for consumers’ attention, so make sure your digital presence is strong.
A successful digital presence can be the key factor in consumers deciding to go with your brand over another. Ensure that your content is engaging and the customer journey or path to purchasing is clear.
💡TIP: To personalize your digital publications, enrich your content with the Calaméo “Editor” tool!
Make it easy to navigate
An arduous and time-consuming search or buying process can turn potential customers off. Enrich your content but make sure there is a path for the customer journey. Create an effective and clear Call to Action (CTA) to give consumers some direction. Calaméo users can put links directly in the publication so potential customers can be easily redirected to the website to make a purchase.
Make it shareable
We all remember digital marketing campaigns that have gone viral. You can instantly recall the brand and exactly what they were promoting. Viral campaigns often include video elements or an eye-catching graphic. Sometimes they are social media campaigns that encourage users to upload their own content, or user-generated content. Not every digital marketing campaign should have the goal of going viral, but it should at least be easy to share! Make sure that your campaign is shareable and optimized for social networks.
Remember the ZMOT and Micro-Moment Marketing concepts? Consumers have to start their search somewhere once they realize they need a new item. In fact, 89% of customers begin their research with a search engine. SEO, or Search Engine Optimization, is a valuable tool that will help you nab the right audience at the right time. You do this by using key words and phrases in your campaign that your target audience is searching for. Want to know more about SEO? Read our SEO trends for 2021.
Analyze your results
You won’t know if your campaign is successful unless you are analyzing all the associated metrics and data. Are you looking at your leads, sales, page views, clicks, “dark social” shares? All of these (and more!) add up to give you a full picture of your digital marketing campaign’s success. If you are publishing with Calaméo, you can easily track your publication’s statistics. This feature is integrated in Calaméo and intuitive to use. Another option is Google Analytics. It’s a great tool for tracking how consumers are engaging with your content.
A successful digital marketing campaign depends on several factors. Make sure you are taking advantage of key moments, creating content that reflects your brand, targeting the right audience, and analyzing your results. With these tools in hand, you will be well on your way to creating a successful digital marketing campaign.
At the end of 2023, whether on Facebook, Linkedin or Instagram, many brands (and influencers) have noticed a drop in reach and engagement on their social media. A consequence of channels saturated by the amount of content published every minute. So what kind of content should be created in 2024 to keep communicating effectively? Follow the 5 key trends we’ll be presenting in this article to help you overcome the decline in your social media metrics.
1. Dark social
In 2024, it’s important to offer content that can be shared privately. To do this, your content needs to be so well matched to your target audience, that they’ll share it with their acquaintances in a private message.
You can also offer private experiences between your brand and its customers, such as exclusive groups or private discussion channels.
Video is still king. But by 2024, vertical videos are expected to be longer, lasting several minutes. Note, however, that even longer videos need to be well-paced. Internet users must have no time to get bored.
💡TIP: Use these formats preferably in 2024: stories, vertical videos and live broadcasts.
3. Useful content
Whether to inspire or to inform, content must be of real use to the viewer. Empty or narcissistic content is no longer interesting. You need to offer content with high added value if you want Internet users to be interested in your brand. Don’t talk about yourself, talk about your audience: their needs, their expectations, and offer them content that inspires or educates them.
💡 TIP: To create content that’s useful to your audience, you first need to clearly define your target.
4. Entertaining content
The other type of content you can offer your audience to improve your reach is entertaining content. Choosing the angle of entertainment and humor is an excellent idea in 2024 since “making people laugh” or “entertaining people” means creating an emotional bond with your audience, who will be able to remember this when choosing between you and your competitors.
💡 TIP: Be careful, not all types of humor and entertainment will suit your brand, or your target, it’s up to you to find the one that fits.
5. User-generated content (UGC)
This latest type of trendy content underlines the need for authenticity. With UGC, the consumer speaks directly to the audience. And what better way to convince a consumer than with the opinion of another consumer? Content of this type allows you to play on your audience’s identification with the creator of the UGC.
💡 TIP: There are now many freelancers specializing in UGC creation.
Conclusion
It seems clear that the basis of content trends for 2024 is the same: it’s all about knowing your target audience. With a clear idea of your target, it will be very easy for your brand to create useful, entertaining and shareable content to boost your social networks.
