Our aim is to appeal to the passions and needs of audiences through compelling stories. We make sure we’re delivering all of the key narrative ingredients that turn branded content into engaging and sharable stories. Here are our top 3 tips when approaching storytelling in Branded Content …

Tip 1 – 

What is the quest? Stories only really begin when the audience understands the goal. When someone wants something to happen something will have to change. Establishing a clear the goal means audiences can get onboard and go on a journey with you.

Tip 2 –

Don’t skip the conflict! Understandably brands can be cautious about dwelling on ‘the dark side’. As highlighted in ‘Viral Video – The Science of Sharing’ – some of the most popular branded content takes the form of Personal Triumph Stories – people overcoming adversaries and obstacles, often against the odds, to achieve their goal. Don’t make everything too easy and your audience is more likely to engage and stay the course to the end.

Tip 3 –

As a product or brand what is your role in the story? Of course it would be great to assume that you are the Hero. But actually that’s not your role. Brands and products should play the helper, the enabler, the Obi Wan (your product could even be the light saber!).

Another important question to ask is… do we have permission to tell this story? If the story doesn’t directly involve your product or service then how is this story relevant to your brand? It could be that your story expresses and reflects one of your core brand values. Be sure that your story is building on your brand – not confusing it!