The Science of Storytelling Through Facebook Images: 10 Actionable Strategies from Successful Brands
On April 8, 2011, Blake Mycoskie, the founder of TOMS shoes, did something radical: He asked everyone to go barefoot for a day.
One Day Without Shoes is now a yearly campaign dedicated to educating the world of how many children in developing countries grow up barefoot and without shoes, putting them at risk of infections and diseases.
TOMS already donates one pair of shoes to a child in need for every pair of shoes it sells. This year, the company took it one step further. For every photo of bare feet tagged on Instagram, they gave a new pair of shoes to a child in need. At the end of the campaign, 296,243 photos were tagged—and the same number of shoes were pledged to children in the developing world.
Mycoskie understood the power of a good story. By making his customers a part of the narrative, he was able to make a much larger difference than if TOMS had simply donated the shoes without a social media campaign.
I’ve uncovered some imaginative ways brands are using pictures to tell compelling stories that generate engagement on Facebook.
Storytelling in Marketing — Why Tell a Story?
We’re wired to respond to stories
Everyone loves a good story. A recent study conducted by Adaptly, Facebook, and Refinery29, found that campaigns on Facebook that told a brand’s story—they call it “sequenced content” here—before asking people to buy something were far more effective than those that focused immediately on making the sale.
In order to remember something, we first need to pay attention
We’re all overloaded with messages that reach us from every phone, tablet, or computer that we touch. It’s easy to quickly dismiss information that’s not relevant to us or that we don’t personally care about.
Storytelling makes information relevant. It makes us care.
As Paul J. Zak, Director of the Center of Neuroeconomics at the Claremont Graduate University, writes on the Harvard Business Review blog:
We discovered that, in order to motivate a desire to help others, a story must first sustain attention—a scarce resource in the brain—by developing tension during the narrative. If the story is able to create that tension then it is likely that attentive viewers/listeners will come to share the emotions of the characters in it, and after it ends, likely to continue mimicking the feelings and behaviors of those characters. This explains the feelings of dominance you have after James Bond saves the world, and your motivation to work out after watching the Spartans fight in 300.
This also explains why we respond to struggles more easily when we identify with the people who have endured them. If your fans view your brand and the people behind it as similar to them, they’re much more likely to trust you and continue to engage with you.
How to Tell Your Brand’s Story Through Facebook Images
1. Share “behind-the-scenes” photos
We’re curious beings. As marketers, we can satisfy this innate human curiosity by involving our readers and customers and showing them what happens behind the scenes of our businesses.
Zappos.com does this particularly well by sharing team photos and by having employees pose with the brand’s products.
2. Highlight your customer’s successes
When in doubt, focus on your customer.
In a recent Content Marketing Institute and MarketingProfs study, B2B content marketers reported that case studies in their campaigns led to a 70% effectiveness rate.
Case studies also act as powerful social proof that allow your fans and users to experience the journey of your product or service through another person’s story.
An excellent example is St. Jude Children’s Research Hospital’s Facebook page, where the stories of current and former patients are shared almost on a daily basis.
3. Ask your customers to share their photos
As marketers, it’s easy to incorporate all three of those benefits by asking readers to share their own photos, especially of themselves interacting with our brands.
Sharpie does this in several creative ways, including a “Fan of the Week” feature that highlights a Sharpie user along with a work of art they’ve created using a Sharpie.
4. Have your photos reflect current events
After the Supreme Court of the United States ruled last month that state bans on same-sex marriage were unconstitutional, brands all over the world, including here at Buffer, changed their profile images on Facebook to rainbow colors as a show of solidarity and support.
This, as it turns out, is a very good idea for increasing Facebook engagement. If your fans are talking about certain social or news events already,try joining in the conversation as a brand.
Indian cooperative Amul does this particularly well in their Facebook feed by posting cartoons that are directly related to something in the Indian or world news. The cartoons are branded incredibly well with recognizable characters from Amul’s marketing campaigns and always have a funny or clever twist on the event.
5. Showcase your successes
When you showcase your successes, you make users feel like a part of your company.
As human beings, we need to belong. Research shows, in fact, that belonging is fundamental to our sense of happiness and well being.
Water.org creates this sense of belonging and shared victory perfectly on its Facebook page by highlighting the difference its work—and its fans’ charitable dollars—have made in the lives of real people around the world.
6. Showcase your work/product in creative ways
Science suggests that human beings are biologically wired to like art. In a study in Brain and Cognition, the authors write:
“Art appreciation may be a natural process of the human brain, such that looking at visual works organically triggers memory, emotions like pleasure or fear, and processes that allow people to attribute meaning to new information they absorb.”
If you can create images that are creative or artistic in nature, you can engage your users and have their brain synapses firing away to make your brand more memorable and interactive. Nutella does this extremely well by placing a jar of Nutella in fun and creative settings.
7. Use hashtags
When it comes to Facebook, hashtags aren’t always a good idea. But brands such as Oreo have found that by using popular hashtags sparingly around current events or trends, it’s easier to be found and become a part of the conversation that users are already having.
8. Add inspirational quotes to your images
When it comes to inspirational quotes, there’s good news and bad news.
The good news is that you can get some likes fairly quickly, especially if you’re a new brand, and the message of positivity will often resonate with your fans.
The challenge is that we’ve been so inundated with quotes and inspirational sayings on pictures that their effectiveness has all but disappeared.
Penguin Random House gets over this little hurdle by sharing motivational images that are related to an author or the writing/reading life in some way. Often, they share something funny and relevant, which make their inspirational images extremely likeable and shareable.
9. Share your history and milestones
Some of IBM’s most liked and shared posts are those that go back in time and show how technology has advanced in the years since. By reflecting on your brand’s history and past successes and failures, you can make your users feel connected to you and create an emotional connection.
10. Make it personal
If you want a true connection with your fans and followers, open up your heart to them, like Facebook COO Sheryl Sandberg did after the death of her husband, in a post that went viral and inspired countless women to share their own stories.
When you allow your customers to see the strengths and the weaknesses, the highs and the lows of yourself and your brand, you create a connection with them on a basic human level and create fond associations with your brand.
The original article can be found on Business2Community.