Content experts say storytelling can be fun, personal

Attracting users online goes beyond consistently posting original content, rather creators should consider adding fun and personal elements in their stories, according to content creation experts at the Social Media Week Lagos 2019.

Adding a personal touch – like a life experience – is one of the easiest ways to connect immediately with audiences.

In one of the storytelling sessions on the first day, Jocelyne Muhutu-Remy, Strategic Media Partnerships Manager at Facebook says “Having fun with what you are creating,” is one of the ways to appear authentic to followers.

One of the reasons personal touch to stories is very critical is that they connect to people’s emotions. Brands are beginning to realize that people will more readily share their contents when they can relate with it on a personal emotional level.

“There is a reason why children’s drugs are made with sweet flavor,” popular online comedian and actor Frank Donga told the audience in another session. “Try to wrap serious and educational messages in a mix of entertainment, if you want to get higher reach.

He however added that even in trying to be funny and personal it is important to ensure that information is not fabricated and it is well verified before it is posted.

Claudine Moore, a PR and communications strategist noted that corporate storytelling requires an army of brand advocates and collective social media platforms. The team need to be taught to tell the right story, in other words they should understand the vision and mission of the organization and be able to communicate effectively.

However, their effectiveness also depends on how much of personal brands they are themselves, hence, it is important to encourage teams to build their brand quotients.

“Begin the “About us” session of your website with a story,” says Moore. “For a small company, knowing how to tell your business needs to be a crucial part of your operations.”

In telling the right story for corporate organizations it is important to note who is telling the story; why the story is being told; when and where is the story taking place; who are the people in the story; what are the people trying to achieve and what challenges were faced.

Ben Okri, Nigerian poet and Novelist suggested that companies should not be afraid to admit some vulnerability in their corporate stories.

“The fact of a storytelling hints at a fundamental human unease, hints at human imperfection. Where there is perfection, there is no story to tell,” Okri says.

Moore further added that people do not relate with statistics; they relate to stories, because people do business with companies they feel they know or connected to.