Checking our telephones is without doubt one of the first 5 actions we’re more likely to do after we wake within the morning, and greater than 70% of us spend at the least 3 hours speaking, messaging, streaming, working, dwelling and taking part in on our telephones each single day.

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Our cellphone habits say lots about us – particularly, how hungry we’re for content material. Whether or not it’s gossipping with a good friend by way of WhatsApp, catching up on the newest blockbuster film trailer on YouTube, or following together with breaking information on Twitter, our telephones have develop into devoted to content material sharing and consumption.

On the coronary heart of most sorts of content material lies a narrative. It’s this story – and the telling of it – that entrepreneurs and types have to concentrate on in the event that they need to have success in 2021 and past.

As a marketer, getting your viewers’s time and a focus isn’t one thing that may be compelled – it needs to be earned. That is the place storytelling and advertising and marketing go hand-in-hand, to create a compelling narrative that captures your viewers’s curiosity.

What’s it that makes storytelling such a robust device for entrepreneurs right now? Merely put, efficient storytelling makes the viewers really feel one thing. It establishes an emotional connection between model and viewers. It will probably encourage, humanise, and assist individuals relate to what it’s that you just do – and why your organization is so nice at it.

The pandemic has accelerated the necessity for storytelling in advertising and marketing

This urge for food for storytelling has opened the door for manufacturers to extend their concentrate on non-traditional promoting platforms. Folks need to hearken to people, personalities, real-life testimonies and tales. Advertising and marketing might have pivoted to video in the midst of the final decade, and storytelling on platforms like Instagram and TikTok signify the subsequent step on that street.

The Covid-19 pandemic has had an impression on this, too. As society diminished social contact and face-to-face interplay to forestall the unfold of the virus, our need for – and familiarity with – digital communication took off like by no means earlier than. Individuals who had by no means even heard of Zoom have been now utilizing it to speak to their grandparents and have digital social evenings with their associates.

Within the 12 months or in order that’s adopted, we’ve develop into an increasing number of accustomed to digital storytelling – and types have adopted go well with. In any case, storytelling is an extremely efficient technique to present individuals how a model will profit them. It takes its energy from displaying, quite than telling. It’s far simpler to attract in your viewers with a narrative compared to straight “commanding” them to purchase no matter it’s you’re promoting.

Each enterprise ought to be focussed on constructing sturdy relationships with their clients, and storytelling works as a pure extension of a people-centric method. It means that you can present audiences how they profit out of your model, in a method that creates a robust emotional bond.

Storytelling drives 3x improve in engagement for Wema Financial institution

Do you have to nonetheless want convincing in regards to the worth of storytelling in advertising and marketing, right here’s an instance from a marketing campaign we at Wema Financial institution ran in 2019. Working intently with the Nigerian singer Teniola Apata (higher referred to as Teni), who’s one in every of our Model Ambassadors, we created the #SaveLikeTeni marketing campaign to advertise a financial savings tradition amongst younger Nigerians. The marketing campaign additionally demonstrated the advantages of saving with the fully-digital financial institution, ALAT, utilizing a Objective financial savings account.

#SaveLikeTeni was an enormous success. Folks turned avid followers of Teni’s story of her personal saving efforts, with #SaveLikeTeni content material garnered over 8 million impressions within the first 4 weeks of the marketing campaign – nearly an 8x improve.

The first aim of the marketing campaign – driving the creation of latest financial savings accounts – was additionally met. Within the first month after #SaveLikeTeni went dwell, and we noticed a 66% rise in new financial savings accounts. By the top of the marketing campaign, we have been seeing greater than double the quantity of latest accounts created each month than earlier than launch.

So why was #SaveLikeTeni profitable? As a result of it instructed a compelling, relatable story. Teni’s personal profession as a musician is rooted in exhausting work and resiliency, making her completely suited to an inspiring story of rising one’s financial savings from small beginnings. By having Teni give the viewers a glimpse into her personal private life and objectives, we have been in a position to present an inspiring message to which any of our viewers might relate.

Making storytelling work on your personal model advertising and marketing

As a marketer, you’re always asking your self “what works finest for me and my staff?” Storytelling is not any completely different. Wema Financial institution is the oldest indigenous financial institution in Nigeria, so we felt instinctively that we had a heritage, a historical past, and lots to say. We’ve reinvented the best way that our clients can entry and handle their funds by way of a better digital providing – and that gives the start line for every kind of story-led interactions with our viewers

One factor we’ve realized from our storytelling advertising and marketing efforts (like #SaveLikeTeni) is that audiences need to hearken to people. Personalities resonate way more strongly than “company” entities: it’s far simpler for an viewers to empathise with an actual particular person over a enterprise. Our 76th anniversary submit, above, garnered over 3,000 engagements on the Wema Financial institution Instagram, a 10-fold improve over our common every day engagement.

Hearken to your viewers’s personal tales

Don’t overlook the truth that storytelling works each methods. Your clients might be telling you their very own tales – hopefully, constructive ones! As entrepreneurs, we should always always be looking out for uplifting examples and moments from the very individuals we’re directing our advertising and marketing in direction of.

That is one other space the place the #SaveLikeTeni marketing campaign was so profitable. In response to Teni’s personal efforts to avoid wasting, our clients have been fast to share their very own tales on social media: what they have been saving for, how they have been progressing, what steps they’d taken to develop their financial savings even only a small quantity.

Leveraging these tales and amplifying them again to your viewers needs to be your precedence. It creates an inspiring suggestions loop the place clients see actual, genuine voices discussing their constructive experiences along with your model. For instance, we ran a promotion to develop into a millionaire and filmed testimonials with profitable clients to not solely enhance belief however create extra widespread attraction of the promo. The impression was quick, with not solely extra entrants going forwards but additionally a rise in transactions.

To return as soon as extra to our #SaveLikeTeni instance, the best way we positioned this marketing campaign was important in its success. As talked about above, one of many central tenets of this marketing campaign was to advertise a financial savings tradition amongst our viewers. However saving cash shouldn’t simply be about watching a quantity tick upwards.

We challenged our viewers to border their saving efforts with a goal: what are they saving in direction of (eg, new sneakers, a brand new cellphone, a vacation, a relative’s birthday current)? What life-style adjustments do they should make to succeed in that aim? How lengthy may it take, and the way are they progressing week by week, month by month? Every little element provides a layer of humanising, empathetic richness to the story.

Key takeaways

• Storytelling in advertising and marketing helps manufacturers rise above conventional promoting. In a world with more and more shortened consideration spans, cellular advertising and marketing campaigns have to catch the attention – and maintain curiosity – or simply get scrolled previous with no second look.
• Telling a narrative along with your advertising and marketing feels private, and bespoke. It straight addresses your clients in a relatable and emotional method. Your advertising and marketing efforts also needs to:
• Put the person over the collective: audiences will discover it way more compelling to listen to from a character (both a identified model ambassador or one other buyer – “one in every of them”) than an organization entity.
• Hearken to the tales your personal clients – present and potential – are telling you about your personal product and repair. Tackle the ache factors and amplify the constructive ones.
• Capitalize on the elevated familiarity with video communication expertise to pivot away from conventional promoting retailers into rising, story-led platforms.
• Compelling tales will at all times resonate along with your viewers. It’s over to us as entrepreneurs to search out one of the simplest ways to leverage our personal model’s story, and present – not inform – our clients our true worth to them.