Master the art of social media storytelling

Have you ever stopped to wonder why some content makes you pause, think, engage, laugh – and the rest just makes you keep scrolling? In a world saturated by online content, grabbing people’s attention is harder than it’s ever been, but there’s one weapon brands (and individuals) can still leverage to good effect: social media storytelling. 

Social media storytelling is really just a fancy way of describing how we make content interesting. It’s the practice of using narratives, emotions, and engaging content to communicate your message in a way that resonates with audiences. And it works for brands, content creators, influencers, and everyone in between. 

So how do you craft a compelling social media narrative? Let’s start with the essential ingredients.  

Key elements of social media storytelling 

Regardless of platform or medium, successful social media storytelling always has a few things in common.  

1. Authenticity – People connect with real stories, true stories. Not blatant ads. Nike does a good job of this, using real athletes’ journeys to inspire and connect with their audience.  

2. Emotion – A good story makes people feel something. Joy, curiosity, inspiration, or even nostalgia. Desire to purchase doesn’t count – that’s always a symptom of something deeper, not the emotion itself. 

3. Structure – Like any good story, it should have a beginning (hook), middle (conflict/struggle) and end (resolution/lesson). 

4. Visual Appeal – Platforms like Instagram and TikTok thrive on eye-catching visuals and short-form storytelling. Duolingo really nails this with their ongoing narratives featuring their mascot, Duo.  

5. Audience Engagement – Storytelling should encourage interaction, whether through comments, shares or reactions. Think Glossier: they’re the experts at creating customer ‘mini-stories’, making the brand feel more like a community. 

Rule 1: Hook them fast 

Studies have shown you have about 8 seconds, max, to grab people’s attention on social media. Others think it may be as low as 3 seconds. That’s why the first rule of all social media content is to hook viewers fast with a bold opening. For Instagram, start your Reels with a strong visual or text overlay; you can also use Instagram’s built-in captions to improve accessibility. For something like TikTok, use jump cuts, trending tunes or unexpected zooms and camera angles. These days, you basically need to force the audience to pay attention. 

Rule 2: Leverage behind-the-scenes content 

Remember our first rule of storytelling: authenticity. People connect with stories that feel true, real and unscripted. In other words, stories about people! This is where candid or behind-the-scenes content comes in handy, especially for brands. Giving your customers a glimpse at how the sausage is made, so to speak, is a great way of breaking down that razor-sharp sales resistance. Especially if you actually do make sausages.  

Use Instagram Stories to show behind-the-scenes moments, particularly if they involve mistakes, frustrations, bloopers or learning opportunities. On TikTok, try unfiltered Day-In-The-Life-style content. Anything to make your band feel more…human.  

Rule 3: Remember your structure 

There’s a reason so many of our cultural stories can be broken down into basic architypes: they work. The hero’s journey. The odd couple. The fish out of water. At the very least, every good story needs a beginning, middle and end. You can try this yourself with an Instagram carousel post. Try creating a visual story with three beats: the first might be a teaser, then comes the detail, and finally a CTA. Or maybe it’s a problem, then a struggle, then a solution. This works, even for 6-second Reels or TikToks. No-one ever said a story had to be long to be good.  

4. Jump on trends, but add a twist 

In the fast-paced, hyper-connected world of social media, the tipping point between viral trend and embarrassing cringe is incredibly delicate. As a storyteller, you shouldn’t be afraid to jump on social media trends, but it’s best to remember two simple rules. First, get in early, before the trend has burned itself out through relentless content spam. And second, add your own spin (if possible). On Instagram, for example, it’s great to use trending Reel sounds, but try and relate them back to your product. If you’re participating in a TikTok hashtag challenge, find a new way to spin it, or to include your brand’s personality.  

5. Don’t forget a call to action 

For brands, in particular, you should always be conscious about what your social media storytelling is actually trying to do. This could be: buy my product. But it doesn’t have to be. Calls to Action (CTAs) can be as simple as ‘Answer this poll’, or ‘Comment and share’ or ‘Visit the website to learn more’. Try ending your Stories with a poll, quiz or some kind of prompt. Ask questions in the captions. Or encourage users to tag a friend who can relate to your content. If you’ve created something authentic, original and well-structured, this should happen organically, but there’s no harm in giving your audience a nudge. 

Want to really hone your social media storytelling skills? Check out RMIT Online’s Content and Social Media Marketing short course.