Those Stories About Your Brand’s ‘Social Impact’ Are A Waste Of Time – And Money
Lauren Quaintance (pictured below) is co-founder and managing director of content agency Storyation. In her latest post for B&T, Quaintance offers expert tips for brands aiming for a woke message…
Recently one of the more prolific content marketing commentators in the US declared that social impact storytelling was “the hottest content trend of 2021”.
The argument goes that the under-40 set are behind this shift with 83 per cent of Millennials saying that it’s important for the companies they buy from to align with their beliefs and values.
The 2021 version of Edelman’s annual trust barometer also shows that businesses are now more trusted than government in 17 of 27 countries surveyed so there is clearly room for brands to lead on social issues.
And importantly for content marketers a recent survey said that people are more likely to buy from a brand after reading a story about the positive impact it’s having on the world.
But before everyone rushes out to write or shoot a story about their company’s corporate social responsibility (CSR) efforts, let me play devil’s advocate.
At Storyation we work with more than 35 clients across a range of industries from insurance to hospitality to technology.
We see their analytics and I can tell you that some of the worst performing content I’ve seen is about corporate charitable partnerships and CSR.
Granted there are good and bad stories in this category but at its worst it’s blatantly self-promotional – a press release or an advertisement dressed up as content with little regard for what the audience wants.
It’s the opposite of what we advise brands to do: talk about yourself sparingly.
How then do I explain the survey results that show people are more likely to buy from a brand after reading a story about its good works?
Well, one of the things I learned as a magazine editor whose job involved listening to focus groups is that what people say they want to read and what people actually read are two different things.
While I don’t question that Millennials (and many others) are more likely to buy from brands who do good in the world I don’t think that necessarily means they want to read or watch stories produced by the brand about their CO2 impact or donations to a local homeless shelter.
Instead, a better strategy is to use the power of your company’s content marketing (and its budget) to shine a light on people and businesses that are making a positive impact in a way that aligns with your brand values.
That’s exactly what Patagonia does. Yes, it occasionally uses its platforms to announce its own (excellent) initiatives, but the bulk of its content is about activists and environmentalists who share its view of the world.
Closer to home AMI Insurance (a Storyation client in New Zealand) has been celebrating acts of kindness or manaakitanga through its content, the kind of big and small acts that make the country a better place to live.
This aligns with AMI’s brand positioning, of course, but it also elevates the insurer’s content from self-serving to something that is worthy of attention.
If that’s what social impact storytelling means then I’m all for it.
Latest News
‘PAC-MAN COMMUNITY’ Brings The Iconic Franchise To Facebook Gaming
Proving the 80s are hot again comes this Pac-Man news. However, let's just hope it doesn't give John Farnham any ideas.
Building New Social Experiences On Facebook Gaming: Play Watch Connect
For years, people have been able to play games, watch gaming videos and connect with fellow gamers on Facebook. But what if we could do more? Imagine a world where you didn’t just watch a gaming creator stream their play session, but instead, you could jump in and play with them live without needing to […]
CommBank Report: Aussies Keen To Spend On Travel
CommBank has today released its Household Spending Intentions (HSI) Index for November 2021, signifying its highest spending level since December 2019 and significant post-pandemic recovery, particularly in travel. The index – which provides an in-depth gauge of Australian consumer spending – rose 2.1 per cent during November to 110.3, driven by solid gains in spending […]
Ben Robert-Smith’s Defamation Trial Set To Resume In February
February just can't come soon enough with the news of the resumption of the Ben Robert-Smith defamation trial.
TikTok Unveils Yearly Wrap & TikTok Is Taking Over!
TikTok is now THE essential tool for any modern marketer. Replacing the Powerpoint presentation and the shoulder pad.
Are Media Announces Six New Women’s Weekly Sponsors For Christmas
Women's Weekly reveals its Christmas sponsors with VB, Tuffy Mufflers and Husqvarna Chainsaws noticeably absent.
Big Red Group Appoints We Are Different As Its New PR Agency
Big Red Group appoints PR agency We Are Different. Not that this press release suggests a helluva lot different.
Vice’s Virtue Appoints Victoria Fernandez To Business Director Role
Vice's Virtue appoints Victoria Fernandez is both the news of the day and an enviable tongue twister to boot.
“Vaxxed NOT Waxxed!” Insurer Delivers Hilarious Ad For The Times
COVID's given us many things: Zoom, crackpot conspirators & loo roll hoarders. But up until this ad, very few laughs.
M&C Saatchi’s Re Promotes Gerald Torto As Practice Director
Re promotes Gerald Torto to practice director. Still refusing to deal with the agency's crappy name, however.
Listnr Launches New Podcast Celebrating Sydney’s Local Food Businesses
Gary Mehigan set to host new foodie podcast. Still no news if he and George are talking.
IMAA Study: Almost 90% Of Indie Agencies Predicting Growth In 2022
Study finds 90% of indie agencies expecting a better 2022. The other 10% just desperately hoping someone will buy them.
This Is Flow Wins Workwear Group KingGee & Hard Yakka
It's out with the trainers and skinny jeans and in with the high viz at This Is Flow after Hard Yakka/KingGee win.
Dentsu Appoints John Riccio CEO Of Merkle
John Riccio named CEO of dentsu's Merkle, which is not to be in anyway confused with the pubic wig, the mirkin.
WPP Acquires Major Stake In Branding & Design Agency Made Thought
WPP acquires major stake in a branding & design agency, as Sir Martin's pussy cops aggressive ear tickle.
Clems Melbourne Bags Adam&EveDDB’s New York’s Toby Kennedy For Creative Director Role
Toby Kennedy returns from New York & has promised that he won't constantly name-drop about recently working in New York.
News’ Escape Unveils New Website Features And Enhancements
News' travel website unveils new features & enhancements which could come in handy when we're finally allowed to travel.
The Royals Nabs Pet Food Supplier Ivory Coat’s Creative
The Royals nabs dog food client. Says it's doing its darndest to keep on top of the foul, meaty smell in the office.
CHEP Reappointed As Australian Gas Networks’ Creative & Media Agency
There's been a lot of talk about agencies promoting fossil fuels. Then there's CHEP, who's taken the "f@ck it" approach.
Disability Groups Call For A National Digital Accessibility Roadmap
On International Day of People with a Disability, Infosys (NYSE: INFY) a global leader in next-generation digital services and consulting has released a first of its kind report: Exploring digital accessibility priorities and investments in Australia and New Zealand organisations. The study assessed for the first time, how far 670 organisations across Australia (570) and […]
Affinity Ranks Second At WARC Effective 100
Independent Australian agency, Affinity has held its own against the world’s best in the prestigious WARC Effective 100, being named the second most effective Digital/Specialist agency in the world, and first across APAC. The recognition follows several wins in 2020 at global and local effectiveness awards across a range of clients, including Effies, New York […]
This Is Not A Brand Campaign: SAE Partners With Town Creative & Branding To Champion Its Creators
What happens when a creative educator does its own brand campaign? Discover there's even more pressure than usual here.
UM Nabs The Hallways’ Mat Rawnsley As Head Of Planning
Work at The Hallways and got Mat Rawnsley in the office Kris Kringle? You're in luck as he departs for new UM role.
Why Customer Data Platforms Will Set You Up For Data-Driven Growth
Not getting the most out of your customer data platforms? Reduce it down to a tasty jus with this wringable read.
Tinder: Year In Swipe 2021
2019 had everyone facepalming at the state of the world, 2020 had us shrugging with uncertainty about the future and 2021 is the year we all exchanged and watched the drama unfold. From sharing the collective thought of oh my God when will this end to a common appreciation for simple meet-cutes, Tinder Gen Z […]
Aussie Digital Ad Spends Surge 42% Year-On-Year, Led By Video Advertising
Study finds Aussie digital ad spends surged 42% in 2021. Sadly no news on ads towed by aeroplanes or featured on blimps.
GoDaddy Wins Big At Olympic Marketing Awards
The Australian Olympic Committee (AOC) announced internet domain registrar, GoDaddy as the winner of the 2021 Inspiration awards for excellence in Olympic marketing in Sydney last Thursday night. GoDaddy’s ‘Dream It. Build It’ campaign earned the top of the podium in a highly competitive field, ahead of Speedo’s ‘Made for Aussies, worn by Olympians’ and […]
How Creatives Can Overcome Innovation Inertia
Have your creative juices already gone on Christmas holidays? Get them flowing again & fast with this alcohol-free read.
Re:act Encourages Young Drivers To Practise Road Safety In New Campaign
Road safety behaviour change campaigns, created by local university students to educate young drivers about the risks of driving fatigued, launched nationally across Australia this morning. The campaigns are now featuring across digital assets in metropolitan and regional Victoria, New South Wales, Queensland and Western Australia, and will run for the next two weeks on […]
LEGO® Australia Rebuilds The World One Brick At A Time
This holiday season Lego Australia will be conducting a giant rebuild of the world at the Sydney Opera House. LEGO® Australia will be inspiring children and families once again through their remarkable Christmas Giant builds. Thanks to an exciting partnership with the Sydney Opera House, the activation will take centre stage on the iconic Forecourt. […]
