Influencer’s Marketing & Brand Storytelling
Influencer’s marketing is not just for product placements. As outstanding storytellers, the correct influencers can be great when it comes to telling a brand’s story and highlighting its services/products. Here are some explanations on how they helped grow organizations’ Social Media.
The power of storytelling for your brand
Brand storytelling is a long-established communication method with proven results. From Asia to Europe & America, the most iconic brands use this marketing process successfully. Who doesn’t remember the founding myth of KFC, the story of the iconic Michael Jordan, or the image of Walt Disney and his journey to success? And for good reason, with its characters – contemporary or historical -, its anecdotes and its adventures, the story carries meaning, emotions and values. As a result, it connects brands with their audience and embed their message in the minds of consumers. According to Jennifer Aaker, Professor of Marketing at Stanford University, stories are “22 times more memorable” than raw facts. Just that, is a good reason to stage your company and tell the story of your products or services through the words of skilled storytellers.
Influencer’s marketing and outstanding storytelling
Influencer marketing gives a new lease of life to the practice of storytelling. Indeed, brands find in influencers amazing storytellers, able to make their story shine and to highlight their expertise. Accustomed to recounting their experiences and their favourite stories, content creators master the art of interesting and engaging their audience on social networks. Each of them addresses a specific community, whose codes, values and aspirations they share. Through influencers, brands can therefore address the right message to the right target. Better still, by working with content creators, brands can personify their story and give it a more authentic dimension. The reason? Influencers are perceived as “average” consumers, in whom people can easily identify. They share personal views that are particularly credible to their followers.
How to include storytelling in your influencer’s marketing campaigns?
Influencers can tell your brand’s story in many ways. Narrative formats such as blog posts, videos (Instagram Reels, TikTok clips, YouTube videos), podcasts and, of course, Stories (Facebook, Instagram or Pinterest) are particularly suited to this exercise. However, the key is to provide content creators with the material to feed and illustrate their story. In this respect, numerous devices can be envisaged: a visit to your workshops, factories or offices; a meeting with your team and/or suppliers; a question and answer session with one of your employees, suppliers or ambassadors; participation in a workshop to make one of your products; a guided tour of an exhibition dedicated to your brand or participation in a conference or webinar dedicated to the history of your brand and your know-how. The possibilities are endless!