Engaging Content 101: Converting Social Media Followers through Storytelling & Irresistible CTAs

Our guest author for this post, Lois Ingram, is a skilled editor who creates engaging and informative content for various topics, from real estate to business. She is also a thrill-seeker who enjoys surfing, skating, and exploring new places. And, of course, she never says no to a good book.

Amassing a healthy, ever-growing online following plays a major role in the success of a marketing plan. The audience that follows you online should not only be growing in numbers, but they should feel inspired and engaged by the content you post.

There are many ways to strike a connection with online audiences and drive them to take action. But by far, two of the most effective are storytelling and strong calls to action (CTA).

A good CTA doesn’t have to look like a hyped-up supermarket banner. It can be crafted and refined to fit the tone of your social media channels in a way that is both sophisticated and impactful. In this post, we’ll look at a variety of methods for employing storytelling and CTAs for a larger online following and higher conversion rates

“Marketing is no longer about the stuff that you make, but about the stories you tell.” —Seth Godin

Storytelling has been around since the dawn of mankind, and to this day, it remains one of the best ways to engage people and elicit emotional reactions.

But storytelling in marketing isn’t the same as reading the Brothers Grimm.

It’s about using stirring narratives to engage followers on an emotional level and encourage them to relate to your brand in some way.

Here are some tips for better storytelling on social media:

1. Know who your story is for
The first thing any brand needs to know about effective storytelling is the importance of understanding its audience.

In order to convey an impactful story to your followers, you need to know what kind of people they are—what motivates, inspires, and encourages them to want to see more of what you do. Performing comprehensive research on your target consumers will allow you to develop a storytelling strategy that is compatible with its audience.

2. Focus on narrative captions
Don’t be afraid of longer captions on your uploads. But make sure what you’re saying has substance. Contrary to popular belief, consumers are actually very receptive to long-form caption content, as long as it’s interesting and relevant to them.

Airbnb is a great example of this. Along with stunning imagery of the houses on their site, Airbnb posts engaging stories about the people and places that they host.

This kind of approach works extremely well for hotel and accommodation brands, realtors, travel agencies and other businesses in this sector. But with a little bit of creative thinking, it can apply to any other sector too. You just need to create an interesting narrative around what you’re selling and the people buying it.

3. Tell your story
If you’re not sure what kind of story you want to tell, start with your own. How did your business come into existence? Who is the founder, and what inspired them to create their brand? What does the behind-the-scenes process of making your products or offering your services look like?

Sharing real, personal stories is a fantastic way to level with your followers and connect with them on a human level. It enhances the authenticity of your brand and inspires people to want to see more of who you are and what you do.

4. Utilize visual storytelling
Struggle with words? Pictures and video content is worth 1000s of them. You don’t always need to rely on words alone to tell a story. In fact, sometimes visuals can even be more effective.

Visual storytelling simply means creating and sharing visual content that lends itself to a certain narrative or storyline. This is also a great way to reach a wider net of consumers because visuals are something everyone can understand, regardless of language.

CTAs are an incredibly important part of marketing. If you want your audience to take a certain action, such as making a purchase or subscribing to a program, gentle hinting just won’t do.

But crafting strong CTAs can be a difficult process, especially on social media. Consumers are drowning in advertisements and offers from other brands, which means you need to find more creative ways to grab their attention.

You also need to ensure that your CTAs suit your brand or business and what you’re selling. If you’re in the fashion business and selling shoes, your CTAs will be rather different from a realtor who’s selling houses.

CTAs are not copy/paste one-size-fits-all solutions. You need to create brand-relevant, stand-out marketing terms that attract the right attention and promote follow-through.

Here are some tips for doing so:

1. Use clear, compelling language
When you are writing a CTA, it’s imperative that you use clear and commanding language. This will make it more compelling to online consumers and inspire them to take the desired action.

Command verbs are a good place to start. Words and phrases like buy, download, subscribe, fill out, and order now are all actionable words that people immediately understand when reading.

Remember, the best CTAs are short, simple, and concise

2. Be creative and adaptable
People are most familiar with seeing CTAs on websites, newsletters, and other promotional types of contexts. Whether you’re using a real estate website builder, an eCommerce email marketing platform, or a B2B display advertising template, the inclusion of a CTA is standard. From Clickable buttons to embedded links, CTAs are expected in these formats.

However, seeing a regular CTA on social media can be a little jarring. So, you need to get creative about how you choose to deliver them in these more recreational online spaces.

Think about the narrative or motivation around your CTA rather than the CTA itself, and use it to soften your tone. You can create CTAs that are both effective and friendly, it just takes a bit of creative wording and an adaptable mindset.

3. Use numbers when possible
Consumers tend to respond well to numbers in CTAs because they automatically convey value. Numbers relating to prices, percentages, discounts, countdowns, and incentives all send a quick and easily understood message about what your brand can offer.

People want to know what’s in it for them from the get-go. So, when crafting a CTA for social media, use value systems that motivate fast action.

4. Leverage FOMO
The Fear Of Missing Out is a powerful feeling that almost every human can relate to. Everyone wants to be part of something special, whether it’s a party or an online sale.

When using FOMO in marketing, you want to ensure that consumers don’t miss out on the amazing product or services you offer. You want to include them in the fun while still incorporating a sense of urgency. You need to make them feel like they will miss out if they don’t join in, and you should make your offer as inviting as possible. You also need to ensure you use FOMO in a positive way to elicit the right response and encourage follow-through.

Make your CTAs exciting and time-sensitive so that people feel the urge to take part and be included.

Storytelling and CTA development are two excellent methods for boosting your online following on social media.

By finding fresh, thoughtful ways to employ these two strategies, your follower count can not only grow, but the people within it can feel more connected to your brand. This is when the magic happens and your brand establishes itself in the minds (and hearts) of the audience you want to connect with.