The best stories are the ones that have not yet been
told. And, regardless of how, a great
story is always shared.
During Advertising Week’s “Storytelling in the Age of
Digital, Mobile & Social,” Buzzfeed uncovers insights into great
storytelling that will further compel people to share our content. Below
outlines key insights from the keynote.
Think of Advertising Beyond
an Ad Message
·
Consumers receive more and more ads and messages
each day – consider ways to break through that feel like a part of the customer’s
daily activities through telling a story versus sending a message
·
Storytelling is now two-way: we are just shouting if we aren’t having a
conversation
Stories are Not
Technology Dependent
·
Evaluate the story we as a brand want to tell
·
Then think about the audience of the story –
where are they? What is their behavior? How do they share
Stories are Not
Platform Dependent
·
Different platforms should continue the same
story
·
Each technology and platform serves its own
purpose serving a different chapter in the same story
o Banner
ads focus on the quick click and engagement
o TV
can focus more on emotion and visuals
o Social
can be more targeted and personal
3 Principles of Great
Brand Stories:
1.
Inspired by Insights
a.
Know
the “why” of the brand (see this
TedX
video for the “Why”) and the audience
b. Balance
the intersection of brand needs and consumer wants
c. Be
authentic and transparent to truly bring out the human insight and brand truth
2.
Social at the Core/Social by Design
a. Stories
are not about You, not about us, and not about the brand. Stories are about the audience
b. Maintain
an “always on” storytelling strategy (not just on social.. but balancing all
mediums) as shareable and shapeable experiences
c. Surprise
and delight
3.
Fearless (they are not reckless)
a. Keep
the story at the heart
b. Amplify
and surround the story
c. Own
it, champion it and stand behind it (knowing it may fail)
i.
Take risks – the best stories are the ones that
haven’t been told
