How do you use storytelling and emotion to connect with your audience on social media?

The danger is always diminishing your audience to a data point. If you are in the business of storytelling, you are in the business of understanding, respecting and representing people. For too long we have told stories in one dimension and failed to connect or represent diverse audiences or the reality of people’s lives. Writing is a joy, but also an immense privilege. One that demands we respect and represent people properly and give them the kindness, care and attention they deserve. Making space for new stories and storytellers is vital.

In my experience, giving a positive message around a personal experience helps me engage with my audience. In essence, my post come with a lesson and I get followers, comments and likes. I continue this on all of my posts across all platforms.

Autobiographies, ads, data analytics- everything is (or can be) a story. In my experience, the type of story you’re telling isn’t as important as its purpose. What do you want your story to persuade people to think feel and do? Get that clear and you can work on how to shape it to create cut through, connection and, ultimately, commitment.

The best stories leave both the reader and writer changed. There is a generosity in telling stories where no word is wasted. Too often in business storytelling we try to tell too many stories at once. The true art of storytelling is learning the art of saying less but making every word count.

People often forget a critical storytelling element that's actually NOT in the story, but comes immediately after: Explaining why you told it. It usually sounds like this: "This story illustrates why we should..." "This case study demonstrates the value of..." "This example shows what happens when..." When you say these words, the story goes from riveting to something even more powerful: Relevant.

Beware of listening to the all or nothing declarations on the future of storytelling post pandemic. Just because we collectively grown at the word ‘webinar’ doesn’t mean that online events and video storytelling are ‘dead’. In fact we are only just getting started when it comes to realising the full potential of video.

I'm a huge proponent of video. It's such a great way to connect with people. As awkward as it is, make sure you are looking at the camera so you are eye to eye with your viewer. THE most impactful thing you can do is to get people to "feel!" Feeling evokes emotion and that's how you connect with people.

This is spot on. I feel that authenticity and consistency are the main ingredients for building connections with an audience. People want to learn your story and see where the connections are. Although virtual, people want human connections on social media. No one wants to feel alone. People also like vulnerability and seeing that you don’t have it all together. People love a comeback story and taking them through your journey is a great way to build relationships and connections.

1000% percent! Be your true, authentic self. People will see through "BS". Provide value and be authentic with it, that you WANT to share what you know. If you're being interviewed and you don't know, it's ok to say, "I don't know." That's better than giving a wrong answer and having that come back to you after the fact.

Decide what you stand for and then stand for it 100% of the time. Even when it is uncomfortable to do so. So many industry thought leaders bounce from ‘issue’ to issue and barely scratch the surface, let alone make a meaningful difference. Authenticity has been used as a empty buzzword for too long. True authenticity demands accountability.

I’ve worked in PR — either for others or myself — for more than 35 years, and authenticity is crucial. You must believe in, ideally be invested in, and be able to support with statistics the story you tell. If you’re not sincerely behind what you’re “selling,” you’re audience will be less likely to “buy.” Sue Seserman Epilectra, Creator & Author Disability Advocate & Influencer

Truth and authenticity are paramount because they are the strongest tools you have to build trust. If you're not being truthful, you're no longer presenting. You're polluting.