Social Media Storytelling: Why Sharing Employee Stories Matter

Finding fresh ways to engage with your online audience is an essential part of managing a successful brand in the 2020s. But when it comes to human connection, there is one method whose effectiveness has been undefeated for thousands of years: the timeless art of storytelling.  

“Social media storytelling” happens when you combine the emotion-stirring effects of sharing real stories with the wide-reaching marketability and reach of various social media channels.  

Consumers are hungrier than ever for authentic, relatable content from the brands they follow, which is why now is the perfect time to start a social media storytelling campaign for your business.  

In this article, we’ll take a closer look at the importance of social media storytelling and why you should get your employees involved. 

Why Is Storytelling On Social Media Important? 

Without storytelling, your brand’s social media presence is at risk of being interpreted as bland or empty – hardly the stuff that inspires growth, loyalty, or even general interest from consumers.  

Storytelling on social media is important because it calls consumers to connect with your employees and brand on a more human level. You can convey stories of real experiences and personal testimonials from both employees and customers, your strongest advocates.  

By injecting some humanity into your social media strategy, your brand will have a much better chance of connecting with its audience, growing its reach, and generating more profit.  

How Can Storytelling Be Used As A Marketing Tool?  

Storytelling can be a surprisingly powerful marketing tool that results in many practical business benefits. By using the authentic stories and emotions of your brand and the professionals who bring it to life, you stand to gain several significant advantages over your competitors. Here are some of the things it can do for your brand.  

1. Allows you to connect with your audience on an emotional level 

In order for consumers to want to engage with your brand, you need to create an emotional connection 

If you don’t, they’ll find another brand that does. 

Emotionally connecting with consumers means higher conversion rates, more sales, and more online traffic to your website.  

Engaging with customers on the level we do today is an extreme privilege and a powerful tool. If you nurture a positive sentiment with the online public, you will have a much stronger chance at building credibility and expanding your audience reach.  

2. Increases brand loyalty and trust

By revealing the human side of your brand, you encourage consumers to trust you. Trust is extremely important for building long-lasting relationships with the public, which then leads to brand loyalty.  

When customers can identify with your brand and what it represents, they will be much more likely to share, support, and generally engage with your brand’s products and services as a whole.  

3. Makes your brand stand out

There are millions of brands, all competing for the attention of the masses. Unless your brand takes full advantage of its position and available resources, it may become drowned out by others. Make your brand stand out from the crowd by tapping into something truly authentic and human.  

When it comes to brand storytelling, people aren’t interested in corporate jargon. They are far more responsive to content that highlights human struggle, social awareness, and employee transparency. Authenticity, realism, and empathy are essential. 

4. Aligns and communicates your values

More than 72% of consumers state that brand values are one of their major deciding factors in making purchase decisions. Your brand’s values should synchronize and reflect that of your target audience, thus signaling to consumers that you share important common ground.  

When you use stories to illustrate the background and aspirations of your brand, you can clearly communicate your values and attract those with similar ones.  

5. It gives your brand more agency

If you aren’t telling your story, somebody else might. And the last thing any brand needs is to have its reputation in the hands of someone else – you need agency. 

You can’t control every aspect of how consumers interpret your brand. But you can handle some of them. It is much better to develop your brand’s story by design (through your own words) than by default (through whatever the internet comes up with).  

Stay ahead of the game by choosing to tell your stories straight from the source.  

Why You Should Share Employee Stories On Social Media  

When it comes to social media storytelling and campaigning, employees are often a wasted potential. Firstly, they have a unique, insider perspective on your brand. They can provide customers with real-life testimonials and stories about their experiences and thus influence consumers directly.  

One of the best examples of new employee social media is the US beauty brand Sephora. This global-reaching makeup brand has utilized employee-led marketing campaigns to better connect with audiences and establish itself as one of the most competitive brands in its field.  

By inviting employees to host makeup tutorials, reviews, and trend coverage on YouTube, Sephora has developed a cult following of consumers who view employees as influential extensions of the brand. Those employees serve as friendly, relatable, and even aspirational faces of the brand they work for.  

How to do Employee-led Social Media Storytelling 

Your brand may be in a very different industry from Sephora’s, but it can still utilize this employee-led approach to build a more substantial, sustainable online presence with consumers. Here’s how:  

1. Promote positive company culture

Your employees won’t want to promote your brand unless they feel genuinely happy in their job. Investing in employee engagement and promoting positive company culture lays the foundation for employee advocacy on social media.

2. Ask for feedback

When in doubt, ask. Your employees, especially the ones who relate to your target audience, will be able to provide helpful insights and ideas about how to best connect with your company’s customers.  

3. Incentivize with rewards

Employees are much more likely to participate in a social media campaign if a reward is up for grabs. You could offer payment, prizes, opportunities, or coupons as rewards for promoting your brand online.  

4. Provide training

To protect your brand’s reputation, the employees you choose to participate in any social media campaign should be trained and screened beforehand. This will ensure only the most appropriate candidates are given an online pedestal.  

Implementing a social media campaign that features real employee stories has loads of benefits. Not only does it promote brand awareness and customer engagement, but it also drives up job satisfaction, employee retention, and recruitment.  

How Do You Create An Effective Social Media Storytelling Strategy?  

Now that you understand the importance and relevance of storytelling on social media let’s dig into some actionable tips for how you can bring your brand’s strategy to life.  

1. Research your target audience 

Before you can formulate a solid social media storytelling strategy, you need to understand who you will be marketing it to. Different audiences, generations, and cultures prioritize different types of content – so find out what yours like best and factor it into your social media storytelling strategy. 

Another factor to consider is platform and content type choice. Does the bulk of your target audience spend more time on Facebook, Instagram, or YouTube? Does video, image, or text-based content appeal to them the most? Perform in-depth research and use what you find to shape your initiatives.  

2. Utilize employee advocacy on social media

Employees are in the perfect position to champion your brand. They know everything about it and can provide real, authentic stories about their experiences within your organization.  

Now, the way that you incorporate employees into your social media storytelling strategy depends on your business objectives and goals. There are a variety of different options, including testimonials, behind-the-scenes stories, reviews, and tutorials. Choose an approach that makes sense for your brand.  

3. Identify and share milestone moments

Every business has its ups and downs, but that’s what makes it real. Openly discussing and sharing major triumphs and milestones over the years will give your brand depth, opening up the floor for customers to connect with it on a deeper level.  

4. Invest in top-quality social media management

Navigating employee advocacy and social media can be a complex and time-consuming process. But when you enlist the help and support of an external company, that process can become a lot easier.  

Telling your story will only be effective if you convey it in a clear, meaningful, and socially appropriate way. There needs to be structure around your story set-up to achieve the best results. That’s where Clearview Social comes in.  

Designed to fill this gap in the market, Clearview Social provides businesses like yours with simple, actionable, and well-studied methods for increasing revenue and connecting with audiences through a more systemic approach to social media. There’s no denying that employee content on social media adds value, but knowing where to start can be intimidating. We can help. 

Build Your Brand From The Inside With Social Media Storytelling 

Storytelling is one of those primordial activities which has truly withstood the test of time. Although instead of sitting and talking around a fire, we share stories via one of the most powerful tools ever created – the internet.  

Social media storytelling has the same emotive effect as traditional storytelling, except it is used to enhance consumer-to-brand relationships and boost revenue. With a team of invested employees at the helm, any brand can achieve its engagement and conversion goals via storytelling on social media.  

If you’re ready to tell your employee’s stories and boost your marketing potential, contact Clearview Social or book a free demo, today.