To differentiate themselves, involve their consumers, and transform web users’ interest into sales and conversions, nothing better for companies than associating storytelling with the new innovative, highly-targeted advertising formats of social networks. Alexandre Rostaing, Strategic Planning Director at Agence 79C (Carlin Group), unveiled a few key notions about this at the E-Beauty conference organized by CCM Benchmark on June 23, 2016 in Paris.
79C introduces itself as the ‘storytelling agency specialized in femininity’ and offers brands tailor-made solutions on strategy and communication.
‘Storytelling is one of the oldest forms of communication we know’, Alexandre Rostaing started by reminding everyone. ‘It consists in telling a story.’ This story must federate the group, create a collective, and it is social by definition.
‘With the boom of social networks, it is not the stories that change,’ the speaker insisted, ‘but the way to tell them.’
Why tell stories on social networks?
According to a study conducted by Havas Media in 14 countries in 2015, 70% of consumers would not be affected if some brands were to disappear.
The number of media and multimedia contacts per day and person reaches 43.9 (Mediamétrie study, Media in Life, 2015).
The storytelling challenge involves three aspects:
• Creating an emotional bond with consumers
• Differentiating oneself with a story and one’s territory
• Give a specific, consistent theme and some meaning to one’s communication strategy
The influence of networks keeps increasing every day, and we can no longer do without them. Here are three statistics to prove it:
• 53% of social network users follow announcer news on social networks …
