Guide: How to Share Stories that Other People wants to Tell
Storytelling is a key factor in successful design and content creation in general. Without some sort of story telling, there is no way to get people excited about the content you want to share. Often, however people will lose interest in a story for various reasons, which we’ll cover in today’s post. Where exactly do you lose a user’s interest in telling a story? What are the main ideas to use when trying to convey a range of important ideas? Let’s take a look at the elements of a good, shareable story, and what goes into creating content that sticks with people.
Be like a politician
A story is like a marketing meta message from your customer to your users. Think of a story as a democratic government, and your users as voters. You, the designer, the political campaign machine – you develop the key storytelling elements that stimulate and compel people, and get them fired up If they vote to share your content, your campaign will be a winner. If not, it goes back to the drawing board.
Go back to the story
If you ever see politicians running for office, you may start to notice something very special: whatever question they are asked, they will always make it a point to get back to their prepared ‘talking points’, or a specific set of topics they want to highlight to voters. People often express frustration with politicians avoid the question asked, only part of it the goal of politics is to shape public opinion in the the politician wants it to go You can do something similar (though not nearly as slimy and manipulative) with your own stories to make sure people understand the main message. Make a list of the most important points that you absolutely want to convey, no matter what will help you stick to only those ideas that get people most excited
Look for similarities
It is said that we humans are all much more alike than we are different. There is currently no better example of this than the fascinating Humans of New York website. Photographer Brandon Stanton finds and interviews people from all walks of life to tell their unique, individual stories, which he then places below their photo as a snippet.
It’s a brilliant example of the universality of storytelling in action, and the fact that Stanton’s book of the same name was right at the top of the New York Times Best Seller list reinforces the idea that people looking for common experiences with their fellow humans The very best storytellers find common joys, fears, complaints and truths that bring people together and share how they can overcome their trials and achieve their goals. Choose things that everyone can identify with, universal ideas that people always want to share with others.
Use the right emotions
The fact that we have common emotions in storytelling is all well and good, but what if you want to take the chase, so to speak, and make sure people really share what you makeenough that it goes “viral” and puts you, the narrator, in the spotlight?
Nostalgia, frustration, fear, pride, surprise, entertainment and controversy are excellent storytelling emotions that make people want to share. Peace and contentment, on the other hand, are terrible for storytelling. Nobody wants to share a story in which there is no conflict. Think about the latest work of fiction you read. Did the protagonists just float through the book without any conflict and live happily ever after? Probably not. Even non-fiction must contain some sort of conflict within the story it tries to tell the reader.
Cut the fluff
Telling stories is a lot like design. The more efficient and minimalist it is, the better and more elegant a solution that you will end up with. Every element must find its way into your story. If it doesn’t serve a purpose, cut it out. Create easily digestible content. This is one reason why infographics are so popular today. It’s a great way to end entertain and inform people, and tell a story at the same time. Another efficient simple medium for storytelling is joke telling. The best jokes are the ones with the least amount of setup and the most “punch” in the punch lineThese kinds of jokes have been refined by countless storytelling, and all the current narrator has to do is not mess with them up (after all, it’s an art to tell a joke correctly). The more you decide, you don’t have to tell the faster your audience understands the gist of what you are saying, and the easier they will find it to share with others.
Images are important!
Here you can really shine as a designer. Viral stories are so much more effective than there are affected imagesAgain, infographics are a perfect example. When people don’t have time to read a long, complex story, an engaging, well-designed image is the next best thing.
And a short, easily digestible video is even better, if you put it in the right places. What do I mean by that? It is important to respect the digital medium you use, and tell your story the way most people on the site want to hear it. In others words’A ?? ¦
Watch where you share
People engage on specific social networks for a variety of reasons. This idea is outlined very well in Gary Vaynerchuk’s book, Jab, Jab, Jab, Right Hook. In it, he explains the differences between users of Tumblr versus Pinterest, Facebook versus Twitter, etc.
You have to know your audience and why they share the content they do in the places they doIf you’ve ever had the experience of being on a particular site, and feel like the editors made a mistake in the way they presented their information to you, you know what I mean. Maybe you didn’t feel like clicking on a video when most of the site is text. Or you were expect to see more and less images wordsYou are not always in the same frame of mind when you visit different places online, and neither are your audience. Be aware of what kind of story they want, in what specific format, and give it to them.
What do you think?
What are some other things to consider when telling a story to your users? Do you have interesting insights to share? Tell your own stories in the comments!
How to Share Stories that Other People wants to Tell: benefits
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