Throughout history, stories were and still have huge power. Various cultures have used storytelling as a way to feature real-life events and influence what people remember them for. Starting from the hieroglyphs of Ancient Egypt to the tapestries of Medieval Europe and Chinese shadow puppetry, stories were and still experiencing an important place in various cultures. As time passes, these stories develop, and history is recounted.
Stories are not simple words that one utters from their mouth, narrates in a book, captures in an image, or shows in a given video. Indeed, Stories can teach us new ideas, make connections between audiences, and most importantly, have the power to drive change.
Storytelling strongly stimulates our brains. That is, once we hear a given story, we absorb the message and feel it at the same time. In today’s digital world, stories have luckily preserved their important position and I believe that they will maintain their paramount place in the future.
When it comes to influence or digital marketing, storytelling is the process of sharing some experiences that will engage the audience. A term called Brand storytelling has started to gain much popularity. This is because it is based on the human need to relate people through stories. It is a method that centers on the customer as the main character in the narrative, not the brand or product. Sharing relatable stories about life experiences that matter to the audience, will create strong emotional connections with the ideal customers. Those connections build brand awareness, keep attention on the marketing channels, and establish trust.
There are different approaches to addressing brand storytelling, but almost everyone agrees that it is significant.
In this article, we will find out how digital/influcencer marketing has shaped storytelling. Moreover, we will recognize why constructing engaging stories is essential for a luxury brand strategy. You will discover in this report the specific tactics that are now available for luxury brands to engage with their affluent consumers through storytelling online.
1. Content Snacking: Storytelling in Micro-Moments
People now tend to use their mobile devices to discover the world around them in short bursts, be it while having a rest after work, hanging out with friends, or on their way home. Snacking on digital content is fragmented. These micro-moments are incidents when people use their phones to learn, do, explore, watch, or purchase something online.
These short and fragmented occurrences allow many brands to connect and attract the attention of potential consumers through the art of storytelling. These stories are usually short and genuine, which often leaves a deep impression on the audience it targets.
2. Mobile Videos: Go Vertical and Go Live
During this electronic age, smartphones are increasingly becoming the most device used by people around the world. They spend more time on their phones than on desktop computers. Using smartphones allows people to learn different information and buy different items.
Vertical videos, now, have become the most interesting way to tell stories and catch the attention of various audiences. People are always on their phones, scrolling down and watching different social media content. They can easily get to watch various vertical videos just with a finger tap. This means of storytelling gives massive opportunities for brands to engage with their potential consumers.
Consumers do not like to be in aggressive situations with your-face hard sells. In today’s world of online shopping, people can easily avoid those confrontations and uncomfortable conversations by clicking the “x” on their browser. You need to attract your consumer’s attention by asking and relating to them intimately.
3. Ephemeral Stories: 24 Hours Then disappear
This means is considered one of the latest storytelling means, which uses videos and images that last only 24 hours before they disappear entirely from social media. Although they are short, this trend is now becoming the most dominant form to attract a large number of consumers.
This content marketing strategy can have many advantages in drawing as many consumers as possible to purchase and buy items from different luxury brands.
Advancing technologies have, of course, some side effects. One of which is that the average person’s attention span is getting shorter. “Mini ads,” which are and give only the important information, are taking over the more traditional,
Yes, they are not long. But they are as great as needed to catch a consumer’s attention without causing them boredom.
4. Social Media and UGC: The audience is the Storyteller
User-Generated Content (UGC) is described as the most genuine trend in social media content and storytelling means. It is special in the way that it allows consumers to create content along with referencing different brands. Consumers can create this form to refer to and speak positively about the brand they like the most.
Thanks to the advancement of communication technologies, there are hundreds of platforms available for consumers to share their reviews and feedback on various products and services. This is why people begin to trust their peers more than corporate marketers.
Given the importance of these platforms, consider giving your clients the same platforms to share their stories as well. Nothing sells better than customer approvals.
5. Big Data Helps Craft Personalized Stories and Understand which Stories will Resonate
Luxury brands tend to rely on purchase records and customers to analyze their customers’ behavioral habits and interests. By looking at the available data, luxury brands can satisfy their audiences’ needs and desires by providing personalized purchase options.
To sum up, digital data is everywhere and continues to grow in waves. It is highly important to leverage the data found to maintain engaging stories. Thus, be a part of the ultra-competitive digital marketing world.
Most of us know that images can captivate people more rapidly than text do. Therefore, creating visual stories by using digital data will focus people’s attention on your ads.
Digital storytelling is no different from its traditional counterpart — other than how those stories are delivered. In our modern world, people tend to use online platforms to receive as well as share their stories.
Despite the evolution of storytelling channels, people will continue to tell stories. The means is never prioritized on the message it conveys. In the same line, luxury brands should strive to build trustworthy and reliable relationships with their customers. Additionally, these brands should be authentic and genuine to meet the expectations of their audiences and to cater for their different needs and desires.