Storytelling + The Content Creator
In today’s marketing landscape, the role of the content creator is admired by brands and consumers alike. When it comes to business-consumer relations, content creators are the epicenter of how brands can be humanized.
We find ourselves deferring to the opinions of social influencers around us to help us make decisions on who to trust or purchase from. Think about the last major purchase you made and who might have influenced your decision. Were you served an ad? Did a friend bring up a brand in a conversation? It might not have been a major celebrity, but someone you trust in your circle (even online) most likely helped you make that decision.
But, how are content creators making this human connection for brands?
By telling a story.
Let’s unpack what the relationship between brands and content creators looks like. What does it mean for content creators to be utilizing their ability for story-based marketing to make a difference for respective brands.
How Brands Connect Today
In the past, brands maintained relationships with their audience base in a 1-9-90 pattern.
User-generated content (or UGC) was created by the top 1% of consumers, causing 9% of the audience to engage with the content and the remaining 90% to be viewers or followers of the content. Still with me?
Today, younger-generation consumers are now more than ever looking to create and engage with content created by their favorite brands or services. In the midst of this shift, content creators and what they have to say is an important aspect to the dialogue between brands and the audiene they are trying to reach.
Inside of this movement, brands have an opportunity to focus on the stories they are telling and aware of the stories being told about their brand. At the same time, content creators also have an opportunity to be aware of the stories they tell to their audiences.
Story-based Marketing for Brands
There is a closing gap between your typical UGC creator and the average audience your content reaches. Growing into a brand that is a friendly base that welcomes content creators starts with creating additional ways for your audience to engage with you.
For starters, get creative by finding ways your brand, products, and services can take place in trends online alongside the same consumers you’re trying to reach.
Ask more and more of your audience to participate in trends with you, like creating a video for platforms like Tiktok and Instagram Reels. Or have a branded hashtag your audience can use when interacting with your brand online. (i.e. #staggerit)
When you’re planning your next campaign, take the time to tell your own story. Be conscious of the storytelling your own customers are telling about you. Do your research on your own brand on social platforms. Your audience’s stories about you can have more of an impact than the narrative your business tells about its own brand.
Story-based Marketing for Content Creators
For content creators, the role here is pretty vital for the brand. You’re more than key to setting market trends and the stories of other brands. You’re telling a story: your life, your passions, the causes you stand for, the organizations and companies you support.
Tapping into the ways you create a story around your work makes for a more authentic interaction with your audience. It builds a more successful base for your content to be communicated. Take for example the beauty brand, Billie. The brand has been disrupting the way the female razor and personal grooming industry produces inherently gendered messages by promoting messages of authenticity that embraces the lives their consumers live every day. Since 2017, the brand has taken on a new way to speak to women by portraying genuine body images and providing a product directly to consumers at a price point lower than the average mens razor. As a result, the brand has grown a cult following and completed their Series A funding round at $25 million.
In today’s world, storytelling for a cause is what your own audience is wanting to hear from you. Brands are looking for you to humanize their efforts in social justice.
Evaluate your social platform. Aim to develop a story that continues to close the gap between business and persona. Look at how you can take the aspects of your life, the brands you support, and the causes you fight for more relatable through your storytelling.
How is your brand or platform are looking to make a difference for your audiences through storytelling?
Take the next step towards telling a more effective story for your brand online. Sign up today and learn how Stagger helps you curate the right story every time for your brand.