What is storytelling and how to make it viral to generate engagement?

Last Thursday March 16, King of App held a webinar on “What is storytelling and how make it viral to generate engagement? ”. During this event, the keys were given to understand storytelling, as well as to achieve the maximum benefit for a company by disseminating it. storytelling is the art of telling a story using sensory language presented in a way that transmits to listeners the ability to internalize, understand and create personal meaning out of it. It has been around since we gathered around a fire and were half apes. According to the agency Press and Communication , companies that have an elaborate storytelling have a 75% more chance of increasing sales during a campaign , so it could be a key factor in achieving success in a campaign. Today, with the digital transformation, half of the companies will disappear , according to data from the National Institute of Statistics (INE) . This transformation that we are experiencing has caused us to be overexposed to a lot of information, so the only way to distinguish ourselves within all the noise that there is is to create a story that works and that associates you with the heart of your audience; you have to seek to be remembered, to be memorable .

“The yellow way: 7 steps to be successful in telling a story”.

1. Understand the basics of storytelling . The creation and use of a magical atmosphere through the story. It is a technique that consists of connecting with your audience either offline or online
2. Know what we want to sell . Knowing how to tell a story well can make a sale successful. How can we influence? Knowing what we sell and to whom will also be the indicator that will give us the measure of our success by telling the story.
3. Deepening our experiences . We will identify the most important experiences of our personal and professional life and these will help us to create our own path, our professional history.
4. The four keys to our history . Audience needs, adversaries, plan and learning.
5. Create the seed of the story . We will select the story that we will tell. We will condense it into a seed, which will be the axis and the criterion of our history.
6. Shaping the story . You will learn to shape the seed in a structured way in five easy and simple steps.
7. Prepare the story on all channels . We will polish the stories with various techniques. We will prepare our story for the different distribution channels: strategic, offline (magazines, presentations, pitch elevators, speeches) and online (mailing, social story selling, LinkedIn, Facebook and other social networks).

Complement your Storytelling strategy with diffusion

• Now that we know the keys to creating the storytelling of our brand, we must know how to spread it. The first thing that should be taken into account is the planning of the campaign that we are going to carry out, looking at aspects such as the duration , the parts of which it will be composed < / strong>, which part needs greater effort of communication… When we are defining the time that our campaign will last, we must neither fall short nor go overboard . If it is not active for a short time, our campaign may not reach the largest number of people and will end up going unnoticed , although if we extend it too long, we may end up saturating the public .

• Most likely, your campaign will be supported by several channels , so we will have to study which channels will best suit our communication needs. It would be necessary to decide whether to use unique content but adapted to the characteristics of the medium; or a transmedia campaign, where the contents complement each other.

• If you have a website, from King of App we recommend including a blog . If not for spaces like a blog, the content published within our own host would be limited to its fixed structure. Blog posts are what give life to a website.

• Being able to create your own content arranged chronologically is a perfect advantage for the storytelling you want to develop. You do not have extension limits as in other places, either Twitter (140 characters) or visual content limitations on Instagram . One way to disseminate blog entries is from newsletters , where users can subscribe to be aware of the updates we are making, whether they are new posts. or offer a product or service related to your storytelling campaign.

• The other way is to carry out this dissemination process through social networks . When doing so, we have to take into account whether we are going to use our own brand profile or create a new one capable of spreading the message more effectively, in order not to “stain” our main profile. Each social network has a different utility and some will be more adjusted to what we are looking for. For example, Instagram is image-based, so it could be nourished by graphics; Facebook is the most used social network, so it is the one with the greatest reach; or LinkedIn , where you can segment by professional profile.

The creation of an app is also a method of dissemination, and it is that 90% of the time that we spend using our mobile phone, we do it through applications, according to data Marketing Charts . Why create an app to spread? Because, even if the user subscribes to our newsletter and follows us in all of them on social networks, we can make life easier for them by giving them everything in one place. You can link a feed from your blog, updates from your Facebook page, your Youtube channel, as well as Instagram ; in this way, the user would only have to navigate within the app. In addition, within the app, you can include push notifications , direct messages to users informing them of a new update or an important event occurred in the narration of your story. If you want, you can access the presentation of our webinar from Slideshare or if you prefer, hear it directly at Soundcloud .

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David Vern Buckley

King of App Writing