StoryTelling via Facebook
1. Publish a long post with a story
National Public Radio studied more than 3,000 of their Facebook posts with links and found that short records (less than 120 characters) have a higher click-through rate than long posts (over 280 characters). But not everything is so obvious. ALSO REFER, 20 creative ways to use social media for story-telling
Long posts have more “Other clicks”, for example, under the link “More”. This can mean that people have learned everything they need from a detailed record. This is good news if you want to tell a story, and not to attract traffic to the site.
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A great example of this kind of storytelling is the Humans of New York page. Most of their records are long with a link “More”. You might think that people will not want to read so much text. But in fact, the page has tremendous engagement rates. And all because the brand tells amazing and interesting stories.
Try: Do not be afraid and you tell your stories on Facebook, instead of being limited to a brief retelling and links. It works!
2. Create a photo album
It is better to see once than hear a hundred times. Even one photo can tell a story. And if there are more than one?
Creating a photo album on Facebook is another great way to share a story with your subscribers.
This strategy is ideal for you if you conduct events. Usually after such events there are many interesting photos. The bonus is that Facebook re-releases the entire album in news streams after uploading new photos to it.
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Try: Take as many photos as possible during the events, select the best pictures and create an album of 10, 20 or 30 photos.
3. Take off the long video
Sometimes even a photo collection is not enough to tell a story. In this case, you will be rescued by video.
You can upload videos up to 120 minutes on Facebook, so you can tell a pretty long story. In addition, long video content is more often displayed in user news feeds.
Try: Collect the best reviews from the fans of the brand or the stories of colleagues and create an exciting video.
4. Spend a long broadcast
Authenticity is an important constituent element of storytelling. There is nothing more “real” than a live broadcast. Live-video is also an excellent opportunity to reach as many of your subscribers as possible.
Broadcast Candace Payne has become the most popular live video in Facebook in 2016. And although this is not branded content, one can not help noticing its three-level narrative structure, developed according to all the rules of storytelling.
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Try: before you go on air, think over the script: it can be a video with tips, shooting daily life or a session of questions and answers.
5. Configure the ad sequence
This is another great idea for storytelling in social networks.
Refinery29 – a site dedicated to fashion and beauty, collaborated with Adaptly and Facebook to test the effectiveness of successive messages in Facebook advertising format.
One group of users showed ads in a certain sequence: acquaintance with the brand, article of the brand and a call to action for subscription to the newsletter. The second group was shown three different advertisements with the same appeal to subscribe to the newsletter.
It turned out that the consumers from the first group showed a higher conversion rate.
Try: Include this new approach in your strategy, you can also try advertising “carousel.”