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Reaching new audiences with
storytelling on Instagram and
Instagram TV
Oscar Mackenzie
WaterAid UK
Social Media Manager
Wa...
Let me introduce you to one
of my colleagues…
Meet Ernest from Madagascar…
8%
40%
Three simple things.
Clean water. Decent toilets. Good hygiene.
For everyone, everywhere. Within a generation.
40%
But understanding of our work is limited…
Especially with younger audiences
Engagement is about connecting people to WaterAid’s
work globally
To create this connection we need people to
feel, think ...
Empathy
with people
like me
A real
relationship
with give
and take
A community
that I’m part
of
My problem
Instagram Stories
Real-time, POV story telling
Why Instagram?
• 500 million daily active users
• 400 million daily active Instagram
Story users
• 80% of users follow bra...
Voices from the Field
Voices from the Field
• Professional content creators
embedded in the communities that
we work in
• Built-in cultural sens...
Authentic storytelling.
By design.
Principles
• Use Instagram Stories as a first person
story telling channel
• Empower our Voices from the Field
officers to...
The making of…
• Collaboration with our Voices from the
Field officers
• Letting go of internal creative control!
• Empowe...
Removing the brand
• We took the considered decision to
remove “the brand” from content
• Voices from the Field officers w...
Less this…
More this…
POV storytelling
• We handed control of WaterAid
Instagram Stories to Voices from the
Field
• They were in control to tell...
• We repurposed longer form Voices
from the Field content specifically for
the platform
• Test and learn methodology with
...
Challenges
• Not all Voices from the Field officers
comfortable with creating more
informal content at first
• How do we m...
The next chapter of our story
• Instagram Stories is now recognised as
our channel for first person
storytelling
• Voices ...
Over to you…
Who are your authentic storytellers?
• Who are the authentic storytellers in your
organisation?
• How do you use them?
• W...
With all that said…
• Consider your audience first – what are their
needs?
• Be bold, be brave. Especially when trying
som...
The power of human stories:
how to be an authentic storyteller
28 February 2019
London
#CharityStories
Visit the CharityComms website to view
slides from past events, see what events
we have coming up and to check out
what el...
Reaching new audiences with storytelling on Instagram and IGTV | The power of human stories conference | 28 February 2019
Reaching new audiences with storytelling on Instagram and IGTV | The power of human stories conference | 28 February 2019
Reaching new audiences with storytelling on Instagram and IGTV | The power of human stories conference | 28 February 2019
Reaching new audiences with storytelling on Instagram and IGTV | The power of human stories conference | 28 February 2019
Reaching new audiences with storytelling on Instagram and IGTV | The power of human stories conference | 28 February 2019
Reaching new audiences with storytelling on Instagram and IGTV | The power of human stories conference | 28 February 2019
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Reaching new audiences with storytelling on Instagram and IGTV | The power of human stories conference | 28 February 2019

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Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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Reaching new audiences with storytelling on Instagram and IGTV | The power of human stories conference | 28 February 2019

  1. 1. Reaching new audiences with storytelling on Instagram and Instagram TV Oscar Mackenzie WaterAid UK Social Media Manager WaterAid/Joey LawrenceWaterAid/Joey Lawrence
  2. 2. Let me introduce you to one of my colleagues…
  3. 3. Meet Ernest from Madagascar… 8% 40%
  4. 4. Three simple things. Clean water. Decent toilets. Good hygiene. For everyone, everywhere. Within a generation. 40%
  5. 5. But understanding of our work is limited… Especially with younger audiences
  6. 6. Engagement is about connecting people to WaterAid’s work globally To create this connection we need people to feel, think and do
  7. 7. Empathy with people like me A real relationship with give and take A community that I’m part of My problem
  8. 8. Instagram Stories Real-time, POV story telling
  9. 9. Why Instagram? • 500 million daily active users • 400 million daily active Instagram Story users • 80% of users follow brands • Healthy organic reach is still possible… for now • Growing suite of features to tell our story
  10. 10. Voices from the Field
  11. 11. Voices from the Field • Professional content creators embedded in the communities that we work in • Built-in cultural sensitivity and local understanding • Suited to cross organisational needs and embedded in our content gathering process
  12. 12. Authentic storytelling. By design.
  13. 13. Principles • Use Instagram Stories as a first person story telling channel • Empower our Voices from the Field officers to become the stars • Organisational messaging: show, rather than tell • Remove brand from the conversation
  14. 14. The making of… • Collaboration with our Voices from the Field officers • Letting go of internal creative control! • Empowered their own story-telling style • Encouraged them to capture as much as possible
  15. 15. Removing the brand • We took the considered decision to remove “the brand” from content • Voices from the Field officers were in control to show the audience their communities • A risk that we needed to take, and one that paid off
  16. 16. Less this…
  17. 17. More this…
  18. 18. POV storytelling • We handed control of WaterAid Instagram Stories to Voices from the Field • They were in control to tell the stories of communities that they work in • Content was intentionally lo-fi and unpolished, in contrast to our main feed
  19. 19. • We repurposed longer form Voices from the Field content specifically for the platform • Test and learn methodology with different content types • Benchmark results, get to know the platform and get ready for a raft of new features Instagram TV
  20. 20. Challenges • Not all Voices from the Field officers comfortable with creating more informal content at first • How do we measure understanding? • Another content consideration for already busy team
  21. 21. The next chapter of our story • Instagram Stories is now recognised as our channel for first person storytelling • Voices from the Field officers keen to continue with this new kind of content • Internal buy in to explore culture- based content – food, dance, arts etc
  22. 22. Over to you…
  23. 23. Who are your authentic storytellers? • Who are the authentic storytellers in your organisation? • How do you use them? • What have you learnt from using them?
  24. 24. With all that said… • Consider your audience first – what are their needs? • Be bold, be brave. Especially when trying something new. • Experiment, but benchmark results and test and learn.
  25. 25. The power of human stories: how to be an authentic storyteller 28 February 2019 London #CharityStories
  26. 26. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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