4 Compelling Examples of Storytelling on Social Media

December 7, 2017

Storytelling is one of the most compelling ways to capture people’s attention. Why? Because everyone loves a good story. But sometimes coming up with a plot, climax, and resolution relating to your product or service can be challenging.

Unfortunately, there’s no one-size-fits-all rule in this situation. There are, however, great examples of companies that have implemented a successful storytelling strategy.

So, how do you tell a story people will want to read (or watch) on social media? We’ve looked at our favorite social media accounts and dissected their unique strategies to figure out why people are so intrigued with the content.

Humans of New York (HONY)

HONY began as a photography project based on the city’s inhabitants. Shortly after, the photographer began to interview these individuals. Their stories captured our hearts, resulting in the project gaining more than twenty million followers in seven years.

Humans of New York eventually transitioned from text to visual storytelling, capturing raw emotion through short video.

The Takeaway: HONY is a great example of using human interest stories to create emotional advertising that connects with viewers on a deeper level.


Arguably one of the best outdoor and sporting goods companies, REI sets the standard for what it means to think outside of the box. With their unique style of social storytelling, their approach stands out above the rest. Why? They don’t focus on pushing their products. Instead of sales talk about their newest backpack arrival, REI posts a photo of someone using the backpack on a hike across the Grand Canyon.

The Takeaway: Stop pushing products across your channels. Instead, tell a story by posting user-generated photos with clever captions that relate to the overall vision of your company.


Don’t just visit a city… LIVE there. Look at Airbnb’s social media accounts and you’ll see a wide array of stories told from different perspectives. Airbnb also incorporates user-generated content by asking people to use their hashtag while posting – a smart way to collect future testimonials.

The Takeaway: Connect and build trust with your audience. Showcase the unique, real-life experiences of your customers and you’ll find yourself wondering why you haven’t started this earlier.

Ben & Jerry’s

Ben & Jerry’s isn’t just about finding the next quirky pint name. The company also addresses greater issues such as climate change, and social and economic equity. Take their recent “Save Our World” video campaign, for instance. In the one-minute spot, the sweets-maker featured ice cream melting in a world that’s hotter by 2 degrees. Halfway through the video, viewers are prompted to encourage government policymakers and business leaders to “do what it takes to stay below 2 degrees,” suggesting that together we can reverse the trend of climate change.

The Takeaway: Stay relevant while fighting for a cause. Sell the idea that you can make a difference, but don’t focus too heavily on it.

Do your social media accounts need a pick-me-up? Contact Commit Agency to help you tell a great story, no matter what your product or service is.