Controlling Your Company Narrative Through Storytelling on Social Media

John Nicol

People are inherently social creatures who resonate with stories. A compelling company narrative is a powerful way to connect with your audience, encouraging them to engage with your brand. While storytelling is a timeless concept, social media has transformed how we share and experience these narratives. Through content marketing, you can share your brand’s story in a way that isn’t overtly promotional but still captivates and stimulates interest. Social media platforms offer the perfect stage to not only share your company narrative but also to invite your audience to become part of the story.

Build Your Company’s Narrative

What sets your company apart? Your brand is more than just the services you offer; it’s a combination of the people who work there and the personality they collectively create. Identifying and portraying this unique personality in your messaging is key to resonating with your audience. To get an accurate sense of your company’s personality, seek input from employees and clients. Once you’ve defined it, consistently reflect that personality in your social media content. People connect with personalities, and social media is an ideal tool to express and share your brand’s unique character.

Using Instagram Stories to Tell Your Narrative

Instagram Stories have become a cornerstone of the platform’s engagement strategy. Since their introduction, Stories have become a powerful tool for businesses, with one in five organic Stories from businesses receiving a direct message. For companies, this presents a unique opportunity to connect with followers in a personal and engaging way.

Instagram Stories allow you to take your followers behind the scenes, showcasing the people and processes that make your company unique. This level of transparency can build trust and deepen connections with your audience. Utilize features like Polls, Sliders, and interactive stickers to invite followers to actively participate in your story. For businesses with over 10,000 followers, adding a link to your Story is a great way to drive traffic. However, you can make this CTA more compelling by pairing it with persuasive text that tells followers exactly where the link will take them and why they should click it.

If you haven’t yet reached 10,000 followers, direct your audience to the link in your bio using creative language and strong CTAs. Additionally, Instagram Live offers real-time engagement, allowing you to see and interact with your audience as the story unfolds.

It’s Time to Utilize Facebook Stories

When thinking about social media, Facebook is often the first platform that comes to mind. However, in the context of storytelling, it may come after Instagram and Snapchat. Despite this, Facebook Stories offer a unique advantage—they can be created for pages, including events.

As user-generated content on Facebook declines, people are still highly engaged with compelling posts and news updates. The story format on Facebook is an easy and digestible way for users to consume content. One standout feature is the Collaborative Story, where groups of people can contribute to a shared narrative, whether for an event or just among friends. This can be a powerful tool for event promotion, as attendees contribute their experiences, effectively acting as brand ambassadors.

Don’t forget about Facebook Live—promote your upcoming events and use Facebook Live to create real-time interaction. This not only fosters engagement but also builds a sense of community as your audience participates in the narrative.

Be Creative in Your Messaging

Creativity is key when it comes to storytelling on social media. Your followers want to be part of a narrative that captivates them. By creatively conveying your company’s personality, you can stimulate interest and encourage engagement. Whether you’re using Instagram Stories, Facebook Stories, or live streaming, ensure that your messaging is aligned with your brand’s personality and is inviting to your audience.

If you need help crafting a compelling brand story, the content creators at Hughes&Co are master storytellers who can bring your brand’s narrative to life. Trust our talented wordsmiths to tell your brand story to perfection.