Sua estratégia de contar histórias é desafiada pelas mudanças do mercado. Como você vai se adaptar para ficar à frente?

More than staying informed and sort of "blindly" follow market trends, I believe in understanding how your brand serves the market during each turn of the tides and how those changes pose challenges and opportunities for the brand. At the end of the day, brands need to remain true to themselves and identify those trends that make sense for them to embrace and those that simply don't. For example, many brands almost immediately adopted novel technologies and platforms such as blockchain or Web 3.0. Without taking a hard look at their past, present, and future or assessing whether their audience were adopting those platforms too. They placed the novelty, even fad, before their own brand and, more importantly, their key constituencies.

It is critical to see what the competitors are doing, and then identifying how one needs to position themselves. The analysis helps to adopt specific tools accordingly.

Any market shift can feel like a plot twist you didn’t see coming. But isn't that what makes the story exciting? To keep your storytelling fresh and relevant, dig into some serious market analysis. Think of it like reading the audience’s mood—what are they into now? Is it more action, drama, or comedy? Get to know the latest trends, competitor moves, and audience preferences. Then, tweak your narrative to align with these insights. I remember when I had to switch gears completely—my audience suddenly wanted behind-the-scenes content. Shyly, but I started sharing nitty-gritty details, and bam, engagement skyrocketed!

To get your audience continually engaged you must continuously find out what they want, what their concerns are and what their aspirations are. Only then could you tell stories that resonate with them. More importantly, tell more stories to validate your audiences' feelings, fear or concern. It's also helpful to learn how to tell one story in many different ways. Doing this will help drive the message home. Continuously find ways to tell the same story again and again in many ways with each one more exciting and enjoyable than the previous.

Make your audience active participants in engagements. Consider co-creating content with your audience. Invite them to participate in the narrative by sharing their experiences, ideas, or feedback directly. This can be done through user-generated content campaigns, interactive polls, or community-driven storytelling initiatives. By involving your audience in the creation process, you not only increase engagement but also build a deeper connection with them. This approach allows your brand story to evolve dynamically, reflecting the real voices and interests of your audience while staying true to your core message.

Think of your storytelling strategy as a ship navigating through a vast ocean. Market shifts are like unpredictable waves and changing tides. When the waters get choppy, you can't just stick to your old sailing route, right? You need to adjust your sails, maybe even chart a new course. Think bold plot twists, explosive new formats, and storylines so fresh they'll knock your audience's socks off. So, embrace the winds of change, with all your six senses open! You close one, and you're left behind in the game!

While staying attuned to market dynamics is crucial, it's essential to discern between significant shifts that necessitate a strategic change and minor fluctuations that can be managed within the existing framework. The key here is to assess the cause of the shift (consumer behaviour/ regulatory/ crisis, etc.) and its potential impact on my target audience and business objectives. Data - be it market data or company analytics - is ultimately the compass that guides storytelling in a dynamic landscape.

Last year, I faced a similar situation when a client was worried with a major dip in sales. Their old content style just wasn't clicking anymore. So, we took a step back and did some serious soul-searching and research. We found that their audience was craving more authentic, behind-the-scenes stories. We pivoted and started sharing more candid, real-life experiences, and it worked like magic! The audience loved seeing the human side of their brand. It was a bit scary at first, convincing them to change their approach, but audience tastes are always evolving! Now, we work with them on permanent retainer :) if this resonated, don't not follow the podcast- Communicate101: speaking writing tips! You'll find it loaded!