The article https://kapost.com/b/why-does-brand-storytelling-matter/ is about getting customers to engage with your brand using brand storytelling.
After reading the article, the biggest thing that stuck with me is the line
"Your Stories Must Be Driven By Personalities"
I love this line because I think if you're doing social media right, the account has it's own personality. Not only with the language of the copy-write and the emojis, but the actual content. The article says "let your posts show the feeling behind the activity you are posting." I think putting that meaning behind posts on social media makes it a bit more real and can appeal to more of the followers on a personal level.
Another tip they mention is to, keep it simple. Visually, I think with the social media climate today, the simpler and clean the better.
Sure, some markets have different vibes, for example, a more electric and hectic brand presence might work for some companies, but overall a consumer is looking for something visually appealing to grab their attention. In storytelling specifically, having one clean and concise brand message will make it to the audience quicker and most likely in a better way than a brand who is conveying 3 of 4 different messages or stories at once.
"Brand storytelling doesn’t have to be complex."
The article emphasizes on a 3 part story which includes
The beginning : a problem
The middle: a solution
The end: the success
Using social media to tell that story means your point needs to be bold and blatant. Most people won't take the time to search for a story if they aren't intrigued at first glance. A way to share those brand stories and make them more enticing to the public is making sure it is fluent in EVERYTHING else the company is doing. When publishing a brand story, tell that story everywhere you can. Like in speeches, interviews, podcasts and guest posts/user-generated content.
The tips in this article can help anyone tell client stories. A successful brand message would use a combination of these tips and conform them to fit the market that their brand or service is in.