Brand storytelling is a crucial part of brand building that transcends merely making sales/profit. It's about building emotional connections, trust, loyalty and resonance with your audience. Measuring storytelling's success can be tricky but look out for factors like brand recall, brand recognition. If your audience are able to recall and recognize your brand with relative ease, you can be certain that your storytelling has left a lasting impression on their minds.

When people share your content, that's the golden ticket. It means they identify personally with your brand and your story. They are publicly aligning their own identity with that of your brand. If your brand has a specific story, slogan, inside-baseball lingo or cult product that users all know and can talk about amongst themselves, you are doing it right. To get to that place, it helps to give customers a reason for their loyalty. Interact enthusiastically and welcome them into the story. Answer questions, such as when a popular product will be back in stock, tease about upcoming drops, and deal empathetically with customer service challenges. Lastly, give them something to take action on (an offer code) that makes measurement easier.

Storytelling is an intensive part of brand building. Hence sallow metrics such as likes and impressions are not that useful in measuring it. The goal of storytelling is to form a longer and deeper connection with the audience. Hence the ideal metric is resonance. Since resonance ain't something you can measure directly, you need to look for secondary routes. The best option is to track the quality of comments and/or shares of your story telling....

To gauge the success of brand storytelling on social media, focus on several key metrics. First, evaluate engagement metrics like likes, shares, comments, and overall reach to see how your audience is interacting with the content. Track conversion rates, such as website visits or sign-ups, to measure the impact on tangible outcomes. Additionally, assess sentiment analysis to understand the emotional response and overall perception of your brand. Regularly review these metrics and adjust your strategy based on what resonates most with your audience, ensuring that your storytelling effectively enhances your brand’s presence and impact.