Social Media Marketing: The Importance of Having a Story

The most influential people and brands are master storytellers. Even though ‘storytelling’ is often overused as a buzzword (or some sort of mystical thing that only your agency can do for you), it’s very important.

In this week’s video, Tara talks about the importance of HAVING a story, not just telling one (and not in the sense of creating an ad).

What’s Your Story? | Truly Social with Tara

Transcript of the Video:

What story are you trying to tell?
00:02
This is a question I often ask when I look at someone’s content efforts that seem to
00:06
be all over the map.
00:07
The answer to this question is usually a, “what do you mean?”
00:11
Or a blank stare.
00:13
“You’re not going to say anything. You’re just going to stare at me.
00:16
That’s what you’re bringing to the table.” Always Sunny in Philadelphia
00:18
But as I’ll explain today, everything you put out in the world should be tied to that
00:22
story you want to tell.
00:24
And that story shouldn’t be…”Buy my product.”
00:27
My name is Tara and this is …Truly Social.
00:35
Whether you know it or not, what you are putting online – and everywhere else
00:40
frankly – is telling a story.
00:41
No, I’m not referring to a once upon a time story with a beginning, middle and end, though
00:46
sometimes we tell those stories, too.
00:48
What I’m referring to is the underlying story of what you stand for and why people
00:52
should care.
00:53
And, of course, this requires the essential detail of, well, standing for something in
00:58
the first place.
00:59
“If you don’t stand for something, you’ll fall for anything.” Sucker Punch
01:03
This is, as you’ll find out, the most important part of the equation.
01:08
As Annette Simmons says in her awesome book The Story Factor (you should really pick it up):
01:24
Now, if that sounds a bit fluffy to you, I get it.
01:27
“It’s so fluffy!” Despicable Me
01:29
For years, as soon as I heard people talk about storytelling, I’d roll my eyes and
01:33
ignore anything else they had to say.
01:36
Storytelling is so subjective.
01:37
It’s not measurable.
01:39
It’s a buzzword that’s completely overused.
01:41
But reading Simmons book really helped me see it from a different angle.
01:45
No, there wasn’t data points or studies throughout the book, but she was masterful
01:49
in using story to demonstrate how people connect
01:52
with certain messages while they ignore other messages.
01:55
“Why is everyone ignoring me? ANSWER ME! ” Deleted Scene from Anchorman
01:59
It just kept occurring to me as I read through the book
02:02
that it is the brands and people that live their story are
02:05
the brands and people we tend to pay attention to.
02:09
Think about it.
02:10
The most influential people out there are the best storytellers.
02:13
Obama. Masterful storyteller.
02:15
Brene Brown.
02:16
Bowls me over every time with her stories about vulnerability.
02:20
And Gary Vaynerchuk?
02:21
Now there’s a man who literally lives his story and tells it while he’s living it.
02:26
And so, then, what is YOUR story?
02:28
And, if you are creating content for a brand, rather than for yourself, how do you find
02:34
that story?
02:35
Okay, I’m going to start with the individual because that one is a bit easier.
02:39
Your own story is found in your passions, your values, and your experience.
02:43
Basically, what Nilofer Merchant, who I’ve mentioned before and whose new book has just
02:47
launched, talks about as Onlyness.
02:50
Onlyness is the opposite of trying to fit in or trying to be just like someone else
02:55
you admire.
02:56
It’s the process of recognizing who you are, what you stand for, and figuring out
03:00
that your voice matters.
03:02
Obviously, it’s not something you can just turn on and off, but I’ll cover the process
03:06
a bit more in-depth in a later video.
03:09
But what do you do if you are in charge of content for a brand?
03:13
And what if that brand doesn’t really seem to stand for anything…but selling stuff.
03:17
“It’s like people only do stuff because they get paid,
03:21
and that’s just really sad.” Wayne’s World 2
03:23
We’ve all been there.
03:25
If a brand has no story and you’ve been given the task of creating
03:29
communications and content for that
03:31
brand, it can seem like an impossible hurdle.
03:35
As Annette Simmons says:
03:42
A brand that isn’t living the stories they tell will not be influential to their audience.
03:48
Now, I think the answer to this question is too big to bite off in just this one video,
03:53
so if you are convinced
03:54
that you need to tell a story, you should come back next week
03:57
to get the deeper dive into how to find that story.
04:00
And better yet, subscribe and click the bell to be notified when I post that video.
04:05
My name is Tara and this has been …Truly Social.

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