The untapped potential of Storify for brands

Storify

I was introduced to Storify in the newspaper business, as Storify is a great tool for aggregating information during breaking news situations and crowdsourcing reaction to major news events. But as I am learning more about how brands use emerging media to tell stories, I couldn’t help but think how Storify could benefit a brand’s marketing efforts, if used properly.

A little research told me I wasn’t the first person to realize this. Kevin Allen at PR Daily writes that Pepsi, the San Francisco 49ers and HBO are among the brands already using the content aggregation tool.

Of the three, the 49ers seem to be doing the most on Storify. They used the social story teller to aggregate social media posts during the team’s trip to London, a post that was viewed 37,00 times. The account only has 56 followers, so the 49ers are using other social networks or websites to promote the posts. Another great post was a look back at the top 10 most memorable moments. This was a compilation of Facebook posts recapping the season.

Pepsi used Storify to recap reaction at the SXSW convention in 2012, but that was the last time it used the account. With only 88 followers, Pepsi was able to build a buzz independently for its posts, because they were seen by more than 1,000 people. Still, with more than 31 million Facebook fans, Pepsi has a lot of untapped potential to use Storify and promote it.

HBO is using Storify to promote its new and current shows with behind-the-scenes commentary and photos from cast and crew members. However, based on the number of views, HBO isn’t promoting its Storify account, which makes me wonder. The content is interesting and supplements additional marketing efforts, so HBO needs to find a way to promote its Storify.

Storify has a whole section devoted to brands on Storify (hence the screenshot above). While browsing this page, I found country singer Dierks Bentley’s one and only Storify — an aggregation of fan stories based on a Twitter campaign the singer’s marketing team ran. This is a great example of a way to blend social media campaigns. Fans were asked to use the #IHOLDON hashtag on Twitter to tell their story about losing a loved one, and Storify allowed the team to compile those tweets into an easy-to-read format.

The possibilities are endless for brands to use this social network to market its brand. I think before long, we’ll see Storify become commonplace among brands as just one more tool to build consumer loyalty and market content.