It’s currently 4 am here in London. Insomnia has me up in the living room with Netflix’s Bridgerton playing in the background, whilst I wonder what blog post to publish next. It was going to be something along the lines of “the hardest things about blogging”, but that’s not very inspiring is it? So instead, I’ve decided to share something that will help bloggers in 2021.
Social media, and the internet, in general, are funny things, because whilst our devices may isolate us from the people we live with or see daily, the different apps on our phones and tablets connect us easily with strangers from around the globe. In fact, as humans, we will forever crave socialising with others. We will forever seek out the stories that connect us with the next internet user.
The most successful content creators know this – I break this down even more here. That is why autobiographies and well-written fiction stories have always done so well. It’s the reason why the ladies of The Receipts Podcast and YouTubers such Patricia Bright are on top of their game – they bring so much of themselves to the table – whether it’s their frank opinion about an issue, their general thoughts and feelings, candid anecdotes about their lives, or snippets of their families. All these things tell who they are – it forms a large part of their story.
If you are a content creator or business owner, chances are you would have heard the phrase “share your story” several times. That’s because it’s a great way to connect with your audience. Sharing your story is all about opening a window to who you are and familiarising your audience with the person behind your brand. Marketers describe storytelling as “using a narrative to connect your brand to your audience”. The best personal blogs know to make the narrative about them.
So why should all content creators be good storytellers? I have compiled a short list of reasons.
Why all content creators should be storytellers
1. It inspires people. People are captivated when they are inspired. This is a simple fact. To get your audience on board with your message and brand share your story with them. Let them see how hard you have had to work to obtain the success you have. Help them to see that they can obtain that same success by affiliating themselves with your brand.
Using our good sis Patricia Bright as an example again, many of us can attest to the success she has had on YouTube. She has over two million subscribers, brand deals coming out of her ears, a healthy portfolio of investment properties, a hair extensions company and a book deal. And that’s not everything. Whew!
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But one thing she has never shied away from is sharing her humble beginnings as one of two children, living in a council home in South London, how she started on the internet on hair forums, eventually shot her first YouTube video and mistook her own ten views of the video for a legitimate audience!
These are the types of stories that resonate with the average person and inspires them to affiliate themselves with your brand.
2. It gives your brand that star quality. You want to stick in people’s minds, right? In a crowded marketplace, what will make your brand stand out? Yes, we know your service or product is amazing, but what makes it different from everybody else’s?
We’ve might have just celebrated Christmas but the festive season will definitely come around again. And when it does, you can guarantee that all the different retailers will be airing their Christmas adverts on the TV. Despite the creativity of these ads, those of us in the UK are always eager to see that one TV ad in particular – the John Lewis* advert. John Lewis has a unique ability to construct emotional stories that tug at the heart with their annual Christmas advert. And each year it trumps anything else we see on our screens. The tradition has been going on for a few years now and has become a bit of a British staple.
3. It makes it easier to branch out. It sounds ludicrous but it’s true. When your target audience gets to know you as much as your brand, you will be able to touch any new product or enter any new industry and carry that magic with you. That is why big brands collaborate with the content creators who have mastered the art of storytelling.
One content creator, in particular, comes to mind – Candice Brathwaite, who is a black British Instagram blogger, founder of the platform, Make Motherhood Diverse and author. If you follow her on Instagram, you will know that her bright and bold pictures usually come with elaborately written captions, which are usually loaded with emotional anecdotes from her life. It makes her one of the most interesting people to follow online. Since then, Candice has appeared on ad campaigns for Tu Clothing and WW as well as appeared on Lorraine.
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4. It creates longevity (and sales!) Businesses, blogs and books are all about making connections with people. If your audience sees themselves as your friends and less as your clients, they are likely to roll with you in the long term.
Why do you follow the people you follow? What influences you to patronise the brands they promote? Would you be as willing to make those purchases If they always came to you selling something?
Me neither. When a content creator builds a rapport with his or her audience through the power of storytelling, followers are more likely to trust that content creator when he or she finally has a product to sell or a brand to promote.
These are the reasons why all content creators should be storytellers. As a content creator, make sure you always have in the back of your mind how to weave storytelling into your content. If you enjoyed this content and own a brand, then download The Copywriting Blueprint.
*John Lewis is a British department store, Tu Clothing is the clothing arm of British supermarket, Sainsbury’s, and Lorraine is a morning TV show.
Very true. One can understand why some content creators get afraid to open up because of the double-edged nature of the terrain but if you maintain Balance in putting your story out there, it goes a long way in reaching out. By the way, I didn't know Patricia is now a Diet coke ambassador. That's so cool. This is a great post.www.bubusboulevard.com
I think you are right. It's difficult to open up – especially with online trolls and people who are just so determined to misunderstand you. But like you said – Balance. Share enough without exposing anything you feel will be damaging to your brand. Yes girl! Patricia mentioned it in one of her recent videos.Thanks for the comment.
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