The Weekly Skinny on Storytelling

Hey you ridiculously great storyteller.

There’s a struggle that’s real for all of us.

That struggle is this: social media is a content hungry beast. Each channel is like a content pipe, and once you turn on that content nozzle, it’s very hard to turn it off.

Being on a channel is an invitation to connect.

To engage.

People have gotten used to drinking your particular brand of content kool aid on each channel.

But your team hasn’t gotten any bigger. And the need to create for the channel is more important than ever.

The irony? Your most important content creators for your brand, don’t actually sit in your office. They’re your audience.

Authenticity is more important than ever for brands. In a 2017 study on Consumer Content, 86% of consumers said authenticity is important when deciding what brands they like and support. The problem: more than half (57%) of consumers thought that less than half of brands create content that resonates as authentic .

The markers of authenticity? Being able to show, not tell.

Content created by consumers was found to be 3x more powerful than content created by a brand when it comes to authenticity.

We’re talking, of course, about User Generated Content (UGC). Turns out it’s not just a fun buzzword that makes you sounds like you know stuff, but an actual source of storytelling gold that turns your content team into an entire content squad. Like the Avengers, but not, because copyright laws mean we can’t say that.  

Content creation in a fraction of the time, that’s 3x as effective?

Winner winner, chicken dinner.

 

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Why Your Most Important Content Creators Don’t Sit in Your Office: A Higher Ed Story.

We’ve had the privilege of helping some of the best in Higher Education tell their Stories for over four years now. Those content creators we mentioned above? Yeah, they’re using them like pros.

Graduation season showed a power move by some of our favourite clients, using UGC to tell the Story from every point of view - without having to be in every place at once. The result was a medley of content which captured the essence of the human spirit as students celebrated the beginning of the next chapter of their lives. Have a gander here.

 

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What Do Instagram Stories Analytics Really Mean for Your Content Strategy?

Most marketers on Instagram Stories are missing out on a huge opportunity. 
What is that, you ask? Well, it’s certainly not letting influencers take more selfies on their Stories. No, most storytellers are missing out on the most important part of the opportunity on Instagram Stories: the data, and what it actually means for your content strategy.
 
Because swipe aways and tap forwards and impressions are, at their core, meaningless until you can tell a story with it. Then using that story to nail your content strategy going forward. 
 
Here’s what the analytics actually mean for your content, so you can get people’s attention - and keep it. 

 

UGC: Rights Management

The numbers are talking a big game when it comes to using User Generated Content (UGC) for brand marketing. UGC can lead to:

  • 4x higher click-through rates

  • 50% drop in cost of acquisition

  • 50% drop in cost-per-click

So, it works, great. But how do you ensure you have a users permission to reuse their content? It goes without saying that we’re not lawyers. We like not wearing suits too much. But here is how we've seen brands go about getting user permission for UGC in media environments, if you’re interested.

 

Instagram Stories Has a New Feature, and It’s Not Stolen From Snapchat

We’ll give you a minute to recover from that one.

Right, back with us? Cool. So Instagram Stories has a new feature, and this one’s a doozy. Not only because it hasn’t been stolen from Snapchat (we’re still treating it as an excuse to use the above again gif anyway) but because it’s like the inception of content. 

You can now embed a post from Instagram’s main feed into your Story, so you can post in your Story and Story in your post. Still with us?

It really just means that instead of screenshotting stuff you like from your own or other people’s feeds on Instagram, you can share it straight to your Story. The line between Stories and posts is becoming more and more blurred as industry commentators predict that Stories will overtake the newsfeed by 2019, and people’s content consumption continues to go vertical.

 

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