When a brand focuses specifically on marketing, it is turn their customers into content creators – and among them are the boost its visibility and impact.
Many brands believe that the storytelling consists of being able to tell stories about themselves. It’s true that a brand’s story can be interesting, but the real power of the storytelling It lies in the ability to create content that encourage the public to talk about the brand and keep it top of mind in ways that are less intrusive than traditional advertising or communication.
O storymaking, which, in turn, allows the brand to incorporate the stories that people around it are creating and share them with a wider audience. We can call it the next evolution in storytelling or view it as a redefinition of how brands should communicate with their audience.
It's no surprise that a product like the GoPro be at the forefront of this change with regard to the storymaking. The brand changed the landscape of photography and video when it created a product tailored to capture its users’ most extraordinary moments. GoPro has become one of the most popular brands on social media thanks to its visual content, almost all of which is captured by its passionate audience. GoPro puts its customers on a pedestal, by sharing its content on Instagram, Facebook, YouTube, and other brand platforms, allowing them to tell their own story instead of the brand having to invest in promotion. The success of this communication effort is an example of creating a product that allows its audience to interact with the brand in a unique way.
