Selecting a customer storytelling medium

People have different comfort levels on how they would share their story. We all know this implicitly – we’ve got that friend who is always the first to jump up on stage, belt out karaoke, and seems to feed off of the energy of the crowd. And we all have that friend who wouldn’t get up on stage for all of the money in the world, but may also be our go-to friend for advice on what product to buy.

The data matches up – when it comes to customer storytelling, customer comfort varies.

  • 81% would be willing to share a Star Rating (ala Yelp Review)
  • 50% would be willing to share a written story
  • 25% would be willing to share a photo
  • 10% would be willing to share a video

There is some overlap amongst these groups, but they key takeaway is that your community will vary in their willingness to share their story through a particular medium.

So, to maximize participation for your customer storytelling campaign, you’ll want to include multiple ways for customers to participate.

It’s also important to note that when it comes to the impact of these stories on perspective customers, this funnel is inverted. Video has the largest impact on most key metrics, followed by photos, followed by text.

In the words of Theodore Roosevelt, “Nothing in the world is worth having or worth doing unless it means effort, pain, difficulty.” Getting those photos and videos may be more difficult, but they’re worth the extra effort.

Interested in learning more? Check out our webinar on The Science of Storytelling to learn more about how you can get started, or check out our Customer Storytelling Campaign Checklist to learn more about what you can do to get started today.