FT Perspectives: The Art of Brand Storytelling In Content Marketing

Brian Davidson | 7.31.24

The art of storytelling in today’s fast paced, trend-soaked, lack of attention span world is a unique challenge for brands and marketers alike. So how do brands find the right approach? As the SVP of Creative Services at First Tube, this is an exciting challenge I face when approaching our client’s campaigns. 

When I think about the current state of how brands connect with audiences today, I reflect on where I started. I come from a background of producing and editing all types of content, from :30 second on air promos for major television networks to full length documentaries, and even though the approach has varied with each form of content, the goal has always been the same: to tell a story.

Perhaps it’s the story of a protagonist or maybe it’s a story to create excitement and interest around a new TV show launching. Here at First Tube, we are experts at telling the stories of brands, which can have its own set of challenges since there are many similar brands competing for people’s attention. 

However, despite playing in a different sandbox, the same traditional storytelling questions like “who is your audience and what do they care about?” to “what is the content’s message?” still need to be asked. If executed correctly, this powerful approach can capture a viewer’s attention and brand affinity for life.

Unlike traditional television advertising, social content provides a unique opportunity to tell their story without limitations on time or format. Here are some of our best practices for brand storytelling:  

• Evoke something. Social media offers a playground for brands to connect with people by making them feel something – entertained, emotional, informed, etc. Make sure you’re resonating. 
• Find mutual interests. Aligning with something culturally relevant, innovative, or with a talent partner, adds another dimension to brand storytelling, connecting with people through shared fandom and interests. 
• Play with formats. Long form, short form. Choose-your-own-adventure stories. 50-episode content series told on TikTok, entirely by creators. Brands can do that too. Explore how stories are being told and consumed across social.  
• Involve your audience. Pay attention to what your fans are consuming, saying, creating. People want to feel like part of a community more than ever, and your superfans can help tell your story 

How can you engage your fans to help craft and tell your story? Doing so not only keeps the viewer’s attention longer, but also creates positive sentiments about the brand as well as an opportunity to tell a much more compelling story.