Digital titans and tech powerhouses congregated in Austin last week for  Social Media Week Austin. From February 27th to March 1st, these industry giants distilled knowledge and insights on the current state of media marketing, its power and utilization in the future.

The critical key to success in this realm wasn’t a new software or specific tactic to employ; it was the tried-and-true art of storytelling.

From Plato to sociopolitical pop culture icons like Outkast and famed journalists like Woodward and Bernstein, the art of storytelling is a powerful, pervasive force in our global society. In recent elections around the world, political parties across the spectrum employed storytelling through the medium of social media to reach a widerange of audiences.

Giles-Parscale’s president Brad Parscale spoke last week on the effects social media has on altering the political landscape, as evident in the recent presidential elections.

Parscale shared his insights on how employing a high-level digital media strategy, implemented through multiple social media outlets and unparalleled analytics, led to more small-dollar donations than any other Republican presidential candidate’s campaign in history.

The Revolution Will Be Educated

Harnessing the power of digital media is not a new phenomenon, but finessed utilization turns aspirational goals into tangible results.

The key to tangible success lies not in broad-stroke efforts but targeted, refined techniques that focus on speaking to the audience’s needs, rather than addressing your own.

As Bennie Reed of the Richards Group shared, big messages naturally are meant for broad audiences, but the emphasis for assured success relies on smart testing and gathering data to create accurate benchmarks to determine success.

But data alone can’t create results. Enter the art of storytelling.

Christopher Barger of the Brain+Trust Partners explained how studies are showing that consumers are beginning to tune out branded content, so platforms like Facebook keep altering their algorithms to achieve results. It’s more effective to tell a story, but it has to be done well to work.

As contemporary storytellers there are certain things we need to keep in mind. Chief among them is the diminishing attention span of the modern audience. Our stories need to be concise to achieve their desired effect. But length alone isn’t the only yardstick for success.

Being human, we’re naturally drawn to stories that evoke emotion and cater to our specific interests, but the necessary marketing message may not be what the audience is interested in. It’s here that the venerable craft of storytelling comes into play.

Knowing and connecting to your audience is paramount to success in digital marketing and the storytelling method you employ. For good results, you need to understand your narrative and stay true to your brand identity. Through visual language, you’ll show your audience the story you want them to understand, rather than merely telling it.

We believe every story should be shared in an inimitable way. From carefully crafted videography to creative print materials and inventive digital modalities, Giles-Parscale executes an unparalleled art of storytelling. With an eye on the past and a foot in the future, Giles-Parscale is ever-evolving the ways we share stories.

Storytelling is changing, and it demands that we adapt and speak to our audiences in ways that reach beyond the screen. As we’ve seen through history, storytelling informs, motivates and connects. Our stories are our identities, and we can define our world through the power of our words.

Contact Giles-Parscale and let’s explore how we can tell your story together.