How to Make Customer Stories More Shareable: 9 Tips & Examples

We poured through 9 amazing campaigns by 8 incredible companies in order to distill lessons you can apply to your campaigns on Facebook, Instagram, and Twitter. In each of these examples, you’ll see how visual content is much more shareable than any other form of content, and how powerful customer storytelling can be.

Facebook: Visual stories can increase sales on Facebook. Here’s a few tips for Facebook.

  •  Be topical: Find a topic that resonates with your community and is unique to your brand.
    • Example: For their 10th anniversary, Oreo launched their Daily Twist campaign.  For 100 days, each day they posted creative, topical photos to celebrate this milestone and share their excitement with their community.
    • Results: In those 100 days, Oreo gained 1 million Facebook fans and fan interactions increased by 195%.
  • Help users make custom creations: There are so many campaigns out there; find a new way for them to interact with you and share their love.
    • Example: In their Ken Wesley: You’ve Got a Case campaign, AT&T developed a creative, character-based campaign. AT&T took this further by making it possible for customers to share customizable videos with their friends.
    • Results: 12 million earned impressions (worth $1.5 million) with 56% of participants between 13 and 25 years old.
  • Promote giveaways and freebies: It’s a timeless tip for a reason; people need a reason to take the time to participate in your campaign. So be creative in how to motivate them.
    • Example: In Heineken’s Squad Numbers campaign, they gave away a “Squad Numbers” soccer jersey with every crate of their beer. Fans were encouraged to use post Facebook photos of themselves wearing their shirt for the chance to win an all-inclusive trip to a European Cup match.
    • Results: Heineken experienced 30% crate sales growth and gained 120,000 new fans on Facebook. 

INSTAGRAM: Where Customers Interact With Brands. Take a few pointers from these share-worthy campaigns:


  • Use hashtags with every campaign: Tie them into each of your promotions, and use them to help aggregate relevant content from your community.
    • Example: Lancôme’s #bareselfie campaign encouraged fans to post photos of themselves sans makeup to celebrate their new DreamTone serum which helps reduce dark spots, unevenness, and color imperfections.
    • Results: More than 500 photos were posted. The campaign generated 50% of the sales for DreamTone serum. The user-generated selfie gallery on the Lancôme site had a conversion rate of 4% for the serum.
  • Challenge users in new ways: There’s so much noise out there; find a new way to challenge your customers and differentiate your campaign.
    • Example: Heineken created a new Instagram profile to promote their “Crack the US Open” contest. Fans participated in a photo hunt using the app by searching for a particular individual in a massive photo of fans seated in the stands at the event.
    • Results: In just three days, 1,500 users participated and Heineken gained 20% more followers on their Instagram account.
  • Target your audience: Know what your audience responds to, and use this to drive participation from your primary demographic.
    • Example: Ben & Jerry’s ran an advertising campaign for their new Scotchy Scotch Scotch flavor. Four advertising images ran over the course of eight days targeting American users ages 18 through 35.
    • Results: 9.8 million users saw the campaign. Ben & Jerry’s experienced a 33-point increase in ad recall and alerted 17% of these users to the new flavor.

TWITTER: Where Visual Tweets Engage Consumers. Follow in the footsteps of these innovative brands:

  • Promote coupons and commercials: A little promotion goes a long way; ask a question, give a unique gift, and see the results.
    • Example: Breathe Right launched a campaign posing the question whether or not a horse could race for the Triple Crown while wearing nasal strips. The company promoted tweets featuring commercial video clips and clickable coupons to promote their products.
    • Results: Tweets with Video or Website Cards experienced a 26% higher engagement rate and 17% lower CPE than tweets with URLs alone. The best-performing tweets were those with TV conversation targeting (2.45% engagement rate and $0.57 CPE).
  • Speak to your audience: Know their language, know their humor, know their motivation.
    • Example: Chegg promoted tweets that included embedded images and a free shipping offer. Meme-style images were used to market towards their main customer demographic: college students.
    • Results: Chegg received 13,000 post-engagement purchases from Twitter users with a peak engagement rate of 23% and a low CPA of $4. The average engagement rate was 9.17%.
  • Take followers behind the scenes: Everyone loves a behind-the-scenes glimpse on what’s going on; give them the inside scoop on your product, company, or launch.
      • Example: Airbus created lots of buzz for their new A350 XWB aircraft by tweeting the details of the maiden flight in real time, including photos, videos and Vines. A hashtag was used to promote the campaign.
      • Results: 10 million potential impressions for the @Airbus handle were already achieved when the aircraft took off, and over 4,000 new followers were gained that same day. The hashtag #A350FirstFlight was trending 15 times and reached the number-one hashtag position in France and number-five globally. A peak engagement rate of 10.6% was reached.