Using Storytelling as a tool for Social Media Marketing
It is impossible to overlook the impact of social media in the last few years across nearly every professional field, including business and marketing. Social media has given businesses and brands a platform to showcase their products and services to a level they would have never imagined to reach with traditional marketing, back in the day when we relied on TV commercials, ads, billboards, etc. However, with every opportunity comes challenge, and because social media allows an open platform for all, there is more space for saturation, competition, false advertisement, and mixed customer feedback. There are many factors to consider when creating a brand on social media, and many strategies to successfully market the brand, and I am a true believer in the power of storytelling. To gain deeper insight, I asked five professionals for their take on storytelling as a tool for marketing on social media, and here’s what they said.
FIU PhD Associate Teaching Professor Wendy Guess shares that “Storytelling is what takes content from being just noise to something people actually feel connected to. A good story doesn’t just describe a product—it lets your audience see themselves in it, and that kind of emotional spark builds trust, loyalty, and community. In a crowded digital world, stories are what make a brand stick.” (https://www.linkedin.com/in/drwendyguess/). I believe this is the foundation of why storytelling can be so successful in digital and social media marketing. It is also important to consider authenticity in your storytelling, and speaking from your experiences and expertise. Victor Garcia, Chief Marketing Officer and FIU alum believes “Authenticity in storytelling gives brands staying power by earning genuine consumer attention. When stories reflect a brand’s values and actions, audiences respond with trust and long-term loyalty. To achieve this, brands must empower creators, allowing them the freedom to shape authentic narratives.” (https://www.linkedin.com/in/victorgarcia1379/). Carlos Salazar, a writer, marketer, data analyst, and FIU alum, goes deeper into the layers of storytelling by stating that “To understand the power of story telling, I find myself working my way down this funnel (Oh yeah, more funnels). We must first examine consumer behavior; then we must understand human psychology, and to understand human psychology, we must dig a bit deeper to uncover the human emotions that are seemingly hardwired and recognizable across all cultures. Using Paul Ekman's model, these are: Happiness, Sadness, Fear, Anger, Surprise, Disgust. Storytelling is one of the most powerful ways to invoke these emotions—it’s basically hardwired into how the human brain processes meaning. Yet, without emotion, stories fall flat—several studies have shown that human memory is significantly enhanced when tied to emotion. This, my friends, is called meaningful engagement. This is what true marketers are made of.” (https://www.linkedin.com/in/c4salazar/). Pia, interior designer and CEO of Pia Interior Design, shares “Storytelling through social media has been a game-changer for my brand, helping me grow from small projects to larger ones and allowing me to focus entirely on what I love. Back in grad school, when I was working in restaurants, I remember saying: people come for the food but return for the service. The same is true for interior design and social media—people might be drawn in by a beautiful space or an aesthetic post, but they stay when they connect with the person behind the brand and the story being told. It’s not just about pretty pictures; it’s about sharing the thought behind the light, the ambiance, and the journey of bringing a vision to life. That authenticity and storytelling are what transform one-time visitors into loyal followers, and it’s been truly powerful for my brand” (https://www.linkedin.com/in/piainteriordesign/). Furthermore, Melissa Marin, influencer marketer and co-founder of Punto Estrategia Agency, shares how “A creator cannot truly be considered an influencer if their work consists only of empty content or occasional viral spikes that momentarily generate thousands of views. The most solid and sustainable path lies in producing content rooted in storytelling, aligned with their specific niche. This approach keeps audiences engaged and fosters long-term loyalty. Such storytelling must also extend into brand collaborations so that content is perceived positively by the audience. For this reason, brands should remain flexible in adapting their messaging to the influencer’s authentic style of communication.” (https://www.linkedin.com/in/melmarinsaenz/)
When social media first emerged, audiences were drawn to “perfect” content, high-quality visuals, luxury, and aspirational lifestyles. People followed, purchased, and even hired based on how polished a brand appeared. But in a digital landscape where every brand can now deliver that same level of perfection, often enhanced by paid collaborations, filters, and even AI, we, as humans, find ourselves circling back to what feels real. At the core of our decisions lies the need for authenticity, relatability, and the human touch.
This is where storytelling becomes essential. Storytelling reveals the human side of a brand, transforming it from a polished facade into a voice with values, purpose, and a relatable journey. It builds trust by showing not just what a brand offers, but why it exists and how it connects with its audience. And when brands lean into that, they create communities that are loyal and lasting. The future of social media success belongs to brands that embrace storytelling, because authentic stories move beyond selling a product; they create meaning, inspire loyalty, and turn audiences into communities that stand the test of time.
