Storytelling, Not Marketing
What is Storytelling?
When schools first consider implementing a storytelling approach as part of their strategy, it is generally considered a task for marketing. However, this is a common misconception.
Storytelling is a valuable exercise at any School, and is a great way of sharing authentic content on a daily basis. Traditional marketing techniques are often extremely similar between schools, focusing on what they offer and what makes them different. Ultimately, the one element of any school that makes it utterly unique is the people!
Storytelling allows those people to share what makes their school different, by telling real stories about what is going on inside the school. At its core, storytelling taps into the human experience by weaving narratives that leave a lasting impression. Schools aren’t just institutions, they are hubs of inspiration, and growth; sharing stories about students’ achievements and the vibrant community breathes life into your social media presence.
Even science proves the value of storytelling! When human beings hear stories that are centred in people, the hormone Oxytocin is released from the brain. This hormone allows the recipient to feel empathy and sympathy for the subject of the story. In short, our brains are telling us ‘you should care about this’, when we hear human-centric stories. This empathy can easily give way to understanding and appreciation, and and in turn, advocacy.
Why tell Stories?
Storytelling enables schools to connect with their audiences on a personal level and maintain positive relationships. Numbers and statistics may showcase accomplishments but don’t necessarily demonstrate your School’s purpose. Sharing snapshots of students’ achievements, teachers’ dedication and those positive relationships with alumni really help to illustrate what your school is about. This fosters a sense of belonging among your audience, demonstrating that your values are more than just words on a page.
The most effective stories are relatable and familiar, as they help to find or build common ground with your audiences. For this reason, it is crucial to be consistent with your posts so you are able to build up those relationships over time as it is not something that comes instantly. Deeper stories create deeper relationships with your audience and more stories create more relationships. Everyone can now become a citizen journalist with widespread access to smartphones and tablets. This can allow for accurate and timely storytelling to be consistently ongoing at your school, demonstrating what it truly means to be a part of your community.
How to tell your School’s Stories
The best way to tell stories now is through social media platforms such as Instagram and X. By using social media, you can quickly upload your stories to the world for anyone to see and connect with. A weekly newsletter can only show content in the past that quickly becomes out of date. Utilising social media platforms allows you to showcase daily content as it is happening to the world.
Instagram and X both have great unique features. If you are interested in which platform is best for your School, check out our previous blog and our comparison matrix between the two platforms.
A captivating story will:
Use branded hashtags (a hashtag associated with your school)
Use authentic appropriate language
Share media (as much as possible!)
Reflect your story!
These factors help showcase your School and help it reach as many people as possible!
Want to learn more! Get in touch with our digital storytellers: Social@interactiveschools.com