Content Marketing

6 Examples Of Great Storytelling On Social Media

Check out some of the best examples of great storytelling on social media, and what you can learn from them.

Storytelling is one of the most valuable tools any marketer has.

For centuries, human beings have been influenced by stories, and the emotional impact they have on the way we think and feel. Our stories predate every common form of entertainment, from social media to television, and they make a huge difference to our understanding.

The best stories are impactful because we can relate to them. In social media marketing, a great story can help to sell products. More importantly, that story also boosts your chances of developing an emotional connection with your audience, one that makes a difference to how they feel about you.

Today, we’re going to explore some of the best examples of great storytelling on social media, and what you can learn from them.  

1. Dove (No Digital Distortion)

Dove is one of the better-known brands in the world of skincare. Popular for its approach to fully inclusive beauty, Dove tells customers to love their skin, and helps them to do so with meaningful storytelling. We’ve seen examples of Dove’s incredible storytelling in the past, through things like the Dove DermaSeries, for instance.

One of the most recent examples of Dove’s incredible emotive impact on social media, is the #NoDigitalDistortion campaign. This campaign encourages people of all ages to stop placing filters on their pictures and embrace the “real them”. Supported by a range of celebrities and influencers, the new campaign fights back against the desire to be “perfect”.

More than just a social media post, Dove’s series is meaningful because it features real people sharing a similar problem. We all know how tempting it can be to use filters these days.

2. Apple #ShotOniPhone

Apple has always been a company that knows how to emotionally connect with its customers. In a recent 2021 campaign for social media, the company invited customers to showcase their favorite pictures on their iPhones. This storytelling strategy is excellent, because it allows Apple to share other people’s stories, and connect to them through shared experiences.

Apple’s #ShotoniPhone strategy brings people together from all over the world to discuss what they can accomplish with their device. This is also an excellent way for Apple to show off the features of its product without being overly commercial.

3. Google #YearinSearch

Technology companies are often great at telling stories because it helps them to connect with their clients on a more emotional level. While the world’s leading search engine, Google, might not need a lot of marketing investment right now, it definitely knows how to earn customer attention.

The #YearInSearch campaign on multiple social media platforms helps to show customers what Google is all about, by pulling together highlights of top stories and searches from across the year. Google bundles these stories into social media posts to remind us that even when times feel tough, there’s still “good news” out there.

To encourage further engagement from customers, Google also frequently encourages followers to share their own stories about what happened during the year.

4. Gillette (The Best Never Comes Easy)

Gillette is one of the biggest companies in the world for men’s grooming – it’s also among the companies with the best approaches to social media storytelling. The “Your Best Never Comes Easy” campaign, which featured Shaquem Griffin, is a great example of this.

Building on Griffin’s emotional story of having his left hand amputated, Gillette uses its connection with Griffin to demonstrate that while achieving your goals can be difficult, anyone can do it – no matter how hard life can get.

Gillette’s storytelling strategy was effective because the company didn’t just try to peddle razors, instead, they looked at Griffin’s story as a great way to highlight the importance of overcoming obstacles.

5. Always (#PeriodHero)

Always is one of the most-mentioned companies in the world when it comes to talking about marketing and storytelling. The brand is compelling because it’s not afraid to talk about the realities of being a woman, and address topics others would shine away from.

Previously, campaigns like #LikeAGirl have inspired countless women to rethink the way they look at themselves. The more recent #PeriodHero series is focused on showcasing the strength that women demonstrate when they go through their lives every day.

This campaign is fantastic for drawing attention to some of the incredible things that women do, and how inspiring they can be. It’s yet another a great example of Always proving that they’re committed to female empowerment.

6. Airbnb (Social Stories)

For this last example, we’re not looking at a specific campaign, but Airbnb’s entire approach to social media sharing. When Airbnb first emerged, the idea of staying in someone else’s home when you travelled was an odd one for many of us. However, the company helped to make the whole idea of shared spaces more manageable by telling stories about the places you could visit. Whenever Airbnb posts a picture of a location online today, it comes with its own stories.

Airbnb lets incredible images and descriptive captions help you imagine what it might be like to live life in the shoes of someone else for a day, by hiring their property. Sometimes, this even means telling stories from a different perspective. For instance, in this example, Airbnb talks directly to the dogs of their customers:

Airbnb’s stories show us that the correct language can open the imagination and help you to visit places you may never have seen before.

Mastering Social Storytelling

Social media isn’t just a place where companies can sell products to customers – it’s a tool for building better emotional connections. Storytelling is an excellent way to relate to your target audience and showcase the unique personality behind your brand. If you can tell the right stories to your customers, you can capture their attention, hearts, and loyalty. All you need to do is find your voice and discover the story that your customers are dying to hear.


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