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

Last Thursday, March 16, King of App held a webinar on “What is storytelling and how to make it viral to generate engagement?” During this event, the keys to understanding storytelling were given, as well as how to achieve the maximum benefit for a company by spreading it.

He storytelling It is the art of tell a story using the sensory language presented in such a way that it conveys to listeners the ability to internalize, understand, and create personal meaning from it. It's been around since we were all gathering around a fire and were half apes.

According to the agency Press and Communication, companies that have a storytelling elaborated have a 75% more possibilities to increase sales during a campaign, so it could be a key factor in achieving success in a campaign.

Nowadays, with the digital transformation, Half of the companies will disappear, according to data from the National Institute of Statistics (INE)This transformation we are experiencing has made us overexposed to a lot of information, so the only way to stand out from all the noise is by creating a story that works and that associates you with the heart of your audience; You have to try to be remembered, to be memorable.

“The Yellow Road:  “7 steps to success in telling a story.”

1. Understanding the basics of storytelling. The creation and use of a magical atmosphere through storytelling. It is a technique that consists of connecting with your audience, whether offline or online.
2. Knowing what we want to sell. Knowing how to tell a story well can be the key to a successful sale. How can we influence it? Knowing what we sell and to whom will also be the indicator that will give us the measure of our success in telling the story.
3. Deepening our experiencesWe will identify the most important experiences of our personal and professional life and these will help us create our own path, our professional story.
4. The four keys to our history. Audience needs, opponents, plan and learning.
5. Creating the seed of the story. We will select the story we will tell. We will condense it into a seed, which will be the axis and criterion of our story.
6. Shaping historyYou will learn how 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 dissemination

• 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 campaign planning that we are going to carry out, looking at aspects such as the duration, the parts of which it will be composed, which part do you need? greater effort of communication… When we are delimiting the time that our campaign will last, You must neither fall short nor go overboard. If it is active for a short time, our campaign may not reach the largest number of people and will end up passing by. unnoticed, although if we extend it too much, we can end up saturating to the public.

• Your campaign will most likely rely on several channels, so we will have to study which channels will best suit our communication needs. We would have to decide whether to use a unique content but adapted to the characteristics of the medium; or a campaign transmedia, where the contents complement each other.

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

• Being able to create your own content in chronological order is a perfect advantage for the storytelling that you want to develop. You don't have extension limits like in other places, whether Twitter (140 characters) or the limitations of visual content in Instagram. A way to spread the word about the entries blog It is from newsletters, where users can subscribe to stay up to date with the updates we make, whether they are new posts or offering a product or service related to your campaign. storytelling.

• The other way is to do this diffusion process through the 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 purpose and some will be more suited to what we are looking for. For example, Instagram It is based on images, so it could be supplemented with graphics; Facebook It 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 diffusion, and that is that 90% of time that we spend using our mobile phone, we do it through applications, according to data Marketing Charts. Why create an app to spread the word? Because, even if the user subscribes to our newsletter and follow us on all social networks, we can make your life easier by giving you everything in one place.

You can link a feed from your blog, updates from your page Facebook, your channel of Youtube, as well as that of Instagram; in this way, the user would only have to navigate within the app. In addition, within the app, you can include the Push Notifications, direct messages to users informing them of a new update or an important event that occurred in your story's narrative.

If you want, you can access the presentation of our webinar from Slideshare or if you prefer, listen to it directly in Soundcloud.

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David Vern Buckley

King of App Editorial