As the founder of Power Your Research, an academic branding company, I’ve dedicated my career to helping academics increase their visibility, authority, and income without the expense of a publicist. One common challenge my clients face is not knowing how to create engaging content. One effective strategy I recommend is using storytelling.
Storytelling is a powerful tool for connecting with your audience. When someone lands on your social media page, they want a good story. They want to be entertained and taken on a journey. If your posts don’t tell a compelling story, they won’t follow you or might unfollow you over time.
To help you create engaging content, I’ll break down the hero’s journey and show you how to apply it to your social media strategy over three weeks.
Act One: The Ordinary Life (Week 1)
In the first act of any story, we learn about the main character’s ordinary, everyday life. For your social media, this means sharing behind-the-scenes content and personal stories. Here are some ideas for your posts:
- Behind the Scenes: Share photos or videos of your workspace, your daily routine, or the setup process for a project. Show your audience what goes on behind the scenes of your academic life.
- Personal Journey: Talk about your life before you created your brand or product. For example, before founding Power Your Research, I was frustrated that my work was hidden behind academic paywalls. Sharing these frustrations can help you connect with your audience on a personal level.
- Fears and Challenges: Discuss some of the fears and challenges you faced in the beginning. This vulnerability will resonate with your audience, as they likely have similar fears.
By focusing on these aspects, you create a relatable and engaging narrative that draws your audience in and makes them want to follow your journey.
Act Two: The Trials and Allies (Week 2)
In the second act, the hero faces tests, finds allies, and encounters enemies. This is your opportunity to delve deeper into your story and connect emotionally with your audience. Here’s how to structure your posts:
- Tests and Challenges: Share stories about the obstacles you’ve faced and how you overcame them. For instance, as an associate professor, I dealt with self-doubt and criticism from peers who didn’t understand the value of building an academic brand.
- Allies and Support Systems: Talk about the people who supported you along the way. Highlight the importance of community and collaboration in your journey.
- Enemies and Internal Struggles: Discuss the internal and external challenges you’ve faced. This could be negative self-talk, imposter syndrome, or critics who doubted your work.
By sharing these stories, you build a deeper connection with your audience. They’ll see that you’ve faced and overcome similar challenges, making your success more relatable and inspiring.
Act Three: The Hero’s Victory (Week 3)
In the final act, the hero achieves their goal and emerges victorious. This is where you showcase your solutions and the impact they’ve had. Here’s what to focus on:
- Your Solution: Highlight your product, service, or program and explain how it can help your audience. Share testimonials and success stories from clients who have benefited from your work.
- Personal Transformation: Discuss how your journey and solutions have changed your life. For example, my Power Your Research program has transformed my career and allowed me to help others achieve similar success.
- Social Proof: Share testimonials, case studies, and examples of your clients’ successes. This reinforces the value of your offerings and builds credibility.
By the end of this week, your audience should clearly understand how your solutions can help them and feel inspired by your journey.
Final Thoughts
Using storytelling in your social media strategy can help you connect with your audience, build trust, and increase engagement. By sharing your personal journey, challenges, and successes, you create a compelling narrative that resonates with your followers.
Try this three-week storytelling strategy and watch your engagement grow. Remember, you are the hero of your story, and your audience is eager to follow your journey.
If you’re ready to take your academic brand to the next level, answer these readiness questions to see if Power Your Research is a good fit for you.
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