Storytelling in Marketing: Lessons To Learn From Your Competitors in 2017

Marketing is an ever-changing industry, and like many other industries, it’s moving towards storytelling. In this article we’re going to take a look at what companies did in 2017 that helped them stand out from their competitors.

The “learning from competitors” is a marketing strategy that can be used to see what your competitor’s doing, and how you can make your product better. It is important to learn from your competitors because they are the people who are going to be in the same market as you.

In marketing, storytelling may take many different forms. This diversity makes defining what brand storytelling is and how it works more difficult. In a nutshell, it’s an umbrella phrase for any brand’s media strategy that is told as a tale. Marketing story includes things like sequenced advertising, videos describing a business’s offline presence, influencer posts about utilizing a brand product, and a group of photographs for a tweet. Because of the vast diversity of its looks, I wouldn’t classify it as a method. It’s more of a marketing messaging style, with the basis of it being the stretching and sequencing of ad postings to create a narrative.

Social media has been altering its functionality over the last few of years in order to boost story-like marketing. Let’s take a look at how your rivals are using Facebook, Instagram, Twitter, SnapChat, and other channels to keep people engaged in the story in 2017.

#1. Arrange your ads to tell a story.

Despite the fact that ad sequencing is a rather straightforward approach, it is still a hazy notion for most firms to pursue. The key is to publish your adverts according to a specific circumstance rather than at random. The aim is to gradually convert your readers into buyers, thus your ad plot takes on the shape of a funnel with a CTA button at the bottom. Refinery29 is a typical example.


The following is the plan:

1. You introduce your brand and its lifestyle niche in the first post. You’re not only providing your goods at this point; you’re also giving it a context that helps your target audience connect with your brand.

2. Presenting your product is the next stage. This article seeks to demonstrate what you may give your target audience in particular. How you work for the beliefs and lifestyle you’ve previously offered. It might take the shape of a product page with a clear and attractive item description. The aesthetic aspect of the website is crucial in this case.

Using an ad carousel might help you reinforce your game plan at this point. Because each photo adds additional elements to an item description, it presents a more complete picture of the goods. Aside from that, you may make unique design choices here. For example, arranged the shorts in a rainbow-like sequence, creating a narrative with a development and a Conclusion. Read the entire Facebook guide to carousels for more information.

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3. Finally, inform your audience what they should do next. In other words, provide a clear CTA that serves as the story’s happy Conclusion. The button should entice people to join and take action: sign up, purchase, or visit the website for additional information.

This year, ad sequencing is gaining traction. Social media storytelling tools exemplify this notion. The Flighting tool, for example, aids in the organization of sequencing based on the sort of narrative style you choose.

The funnel-based narrative is represented by the three-step approach mentioned. However, on social media platforms, this isn’t the only method to convey a tale. 

The wave was taken up by social media outlets. The major of them have developed many suitable tools for developing story-shaped material in the last few of years. To put it another way, social media features respond to narrative trends, and you should follow suit.

 1. Carousels are fun to play with.

A carousel has beyond the confines of Facebook advertisements. It may be used to frame not simply a succession of marketing messages, but also to build a narrative. Take, for example, Instagram.


This lovely Instagram example from Airbnb is also a carousel. However, unlike the preceding carousel example, it does not immediately carry advertising material. The article demonstrates the uniqueness of the experience that the firm can provide. The narrative is accompanied by this carousel, which gives the tale a more voluminous aspect. It’s an example of long-term storytelling where you’re working to promote the brand’s uniqueness rather than for rapid outcomes.

2. Use Instagram to tell stories

The SnapChat-like tool was created less than a year ago and quickly gained popularity among users.

You may use this functionality to:

  • Tell us about a day in the life of your firm.
  • Make an announcement about future events (sale, new collection, new release, etc.)
  • Instructions and algorithms for utilizing some of your items should be provided.
  • Tell us more about your items by demonstrating them in detail and in use.
  • Configure the feedbacks. It’s simple to urge readers to submit comments or suggestions with the story.
  • Make jokes and converse with your audience in a more relaxed and informal way.

 NASA has one of the most beautiful corporate Instagram profiles. Take a look and learn.

 3. Make a Facebook Live video

Facebook Live is also a fantastic tool for telling stories. It may also be cleverly mixed with other instruments. For example, if you want to increase the number of people who watch your Live broadcast, you may use Instagram Stories to inform them. Write a short and engaging teaser to publicize your Live video event and provide a short URL in your Instagram post to do so. Take a look at how Food Network got it right:


#3. Don’t Be Afraid of Straightforward Solutions

You may just tell a narrative if you wish to go for storytelling. Literally. According to NPR data, Facebook posts with less than 120 characters had a far greater click-through rate than ones with more than 280 characters. That is correct. Long postings, on the other hand, increase engagement by encouraging readers to click’see more’ and read the whole article. It implies you shouldn’t restrict your posting approach to a brief message with a link to a landing page. By sharing stories on Facebook, you can keep your audience informed, interested, and engaged in the same educational environment as your company.

Take a look at the Facebook page for The Way We Met, for example. The majority of its articles are lengthy and have a See More or Continue Reading option. The audience, on the other hand, seems to be kept interested and engaged. The Way We Met has a sizable following for such a new site. 

With almost 17 million followers, the Humans of New York Facebook page seems even more believable.

You need to know your audience well to convey the correct narrative, and you shouldn’t depend on your instincts in this case. It is preferable to use social media tools to aid in your quest for the best engagement plan. For example, BuzzSumo can assist you in identifying the current trend subjects that your target audience is interested in.


All of the above examples demonstrate that storytelling is not confined to a few strategies. You can, on the other hand, communicate your brand narrative in a variety of ways and with a variety of instruments. You must understand that they are only tools. And you are the one who twists the rope, not them. Consider your product in terms of a lifestyle, beliefs, and agenda, and share your point of view with others. Your audience will undoubtedly react if you tell tales that you believe in.

The “primary competitors” is the best way to look at your competition. It is important to understand what they are doing and how you can use it to your advantage.

Frequently Asked Questions

What have you learned from your competitors?

A: I have learned that the best way to beat my competitors is by being better than them.

How is storytelling used in marketing?

How do you maximize your marketing campaign through storytelling?

A: There are many ways to use storytelling to market your product, but I would recommend making the most of it by weaving a clear narrative that creates empathy with your audience.

Related Tags

  • what is a secondary competitor
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  • primary competition definition
  • primary competitors examples

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