Let me preface this with; there could be a number of reasons. However, one thing that has stood the test of time in keeping an audience's attention is story based content. There’s a reason people will lock in to a 2 hour film but won’t finish your 20 second TikTok and the reason is: Story.
Benefits Of Story:
🪄 Builds an emotional connection
🪄 Brings authenticity
🪄 Memorable
The Basics Of How To Structure a Story:
Set Up: Establish the character and what they want
Conflict: What’s stopping the character
Overcome: Show how the character overcame the problem they faced
Result: What was the result of this and how did it make the character feel?
Examples of how I would use story in my social media strategy for the following professions:
Personal Trainer
Instead of posting a simple before and after photo, bring the story the life.
“Kim felt fed up of looking in the mirror and hating her body”
“Kim was terrified of the gym and had no control over her diet”
“I helped slowly break down the barriers she had in her head around working out and we built basic but sustainable nutrition habits”
“3 months later Kim has not only lost 1 stone but she is stronger, more resilient and more confident than she ever thought she could be”
Videographer
“This small business came to us because their marketing videos weren’t generating any leads and not getting as many views as they’d of liked”
“We developed more frequent content but more importantly, made the content story driven”
“Since working with us their average view count has tripled and they’ve doubled their lead generation”
“This has lead to a significant increase in profits and clients taken on”
Here's a couple of great examples of using this story telling formula in a campaign based advertisement:
Dollar Shave Club:
PooPourri:
So, the next time you’re planning your video content, think about ‘How does it make your audience feel?’
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