What do you do if your brand's message is not effectively communicated through social media storytelling?

1. Diagnose the Disconnect: Gather Feedback: Look at engagement metrics, comments, and surveys. Are people confused? Uninterested? This tells you if your story resonates. 2. Refine Your Message: Ensure your brand's core message aligns with your story. 3. Choose the Right Format: Are they on Instagram for quick bites or YouTube for in-depth dives? Tailor your story format to their preferred platform. 4. Engage Your Audience: Don't just broadcast. Ask questions, respond to comments, and encourage user-generated content that builds your narrative. 5. Experiment & Adapt: Run A/B tests to see what resonates best. Social media is dynamic, so be willing to adapt your approach based on data and audience feedback.

If your brand's message isn't cutting through on social media, first reassess your audience understanding, and dive into analytics to spot where engagement dips. Revise your content strategy to better align with audience interests and experiment with diverse content types (videos, images, stories) to see what resonates. Leverage storytelling that connects emotionally and reflects your brand's values. Continuously test and refine your approach based on feedback and analytics, adjusting your message and medium to optimize engagement and message clarity.

Start by pinpointing what's causing your brand's message to fall short on social media. Is it unclear, inconsistent, or irrelevant? Perhaps it's offensive, or maybe you're using the wrong tone, format, or platform for your audience. Are you missing the emotional or rational appeal that makes your story compelling? To find answers, analyze your social media data, including engagement, feedback, sentiment, and reach. Additionally, listen to your audience through surveys, polls, reviews, or direct messages. Understanding what they like, dislike, expect, and need from your brand is crucial.

One thing I found helpful in my experience as a Social Media Manager is to revisit the core values and unique aspects of the brand. Then, tailor the storytelling approach to align closely with these elements. Sometimes, simplifying the message or using different storytelling techniques, such as user-generated content or behind-the-scenes stories, can better resonate with the audience. Additionally, conducting audience research and testing different narratives can provide valuable insights to refine the storytelling strategy and effectively convey the brand's message on social media.

Pinpointing the problem begins with assessing why your message isn't resonating. Is it muddled, incongruent, unrelated, or contentious? Could the issue lie in misjudging your audience's preferences, tone, medium, or platform? It's crucial to scrutinize social media metrics like engagement, feedback, sentiment, and reach for insights. Equally important is listening to your audience through surveys, polls, reviews, or direct communication to understand their preferences, expectations, and needs.

Now, it's time to refine your message and ensure it aligns with your brand's vision, values, and objectives. What is the core message you aim to convey through your stories? How does it address your audience's needs, aspirations, or interests? What sets you apart from competitors? How does it reflect your brand's personality and tone? To clarify your message, craft a succinct statement that encapsulates your brand's story and value proposition. Additionally, develop a cohesive narrative that links your stories across various platforms and campaigns, maintaining consistency and coherence.

Clarify Your Message: Ensure alignment with your brand's vision, values, and objectives. Craft a clear statement that encapsulates your brand's story and value proposition. Connect with your audience by addressing their pain points and interests. Establish differentiation from competitors while maintaining brand personality. Create a cohesive narrative across platforms for consistency and resonance.

In my experience adopting a 'show me' instead of 'tell me' approach works the best to communicate the brand's message effectively. Instead of telling the audience what you can do for their business or who you can help, SHOW them examples - either through images, videos or written testimonials - of HOW telling the story of the brand made an impact or changed someone or a brand's life. To see which type of content format performs best for your audience, check your insights over the past 3 months to see which types of posts followers engaged with the most.

Next, it's crucial to involve your audience and integrate them into your narrative. How can you encourage them to interact with your content, provide feedback, or participate actively? Consider incorporating engaging call-to-actions, prompts, questions, or challenges to prompt interaction. Foster a sense of community and belonging by acknowledging and responding to their comments, messages, or reviews. Additionally, recognize and reward their involvement and advocacy to cultivate loyalty and strengthen your brand-consumer relationship.