{"id":2722,"date":"2013-02-15T09:45:13","date_gmt":"2013-02-15T08:45:13","guid":{"rendered":"https:\/\/www.odw.fr\/blog\/?p=2722"},"modified":"2025-08-08T12:55:24","modified_gmt":"2025-08-08T10:55:24","slug":"lart-du-storytelling-sur-les-reseaux-sociaux","status":"publish","type":"post","link":"https:\/\/www.odw.fr\/blog\/reseaux-sociaux\/lart-du-storytelling-sur-les-reseaux-sociaux\/","title":{"rendered":"L’art du storytelling sur les r\u00e9seaux sociaux"},"content":{"rendered":"

Litt\u00e9ralement, le storytelling est\u00a0l\u2019art de raconter une histoire<\/strong>. Pl\u00e9biscit\u00e9e en politique comme dans la publicit\u00e9 ces derni\u00e8res ann\u00e9es, cette technique n\u2019est plus seulement r\u00e9serv\u00e9e aux grands manitous de la communication. En effet, l\u2019explosion des r\u00e9seaux sociaux, o\u00f9 chacun peut se livrer au d\u00e9tour d\u2019un post, fait de chaque internaute un \u201cstoryteller\u201d en puissance. De nombreuses marques ont \u00e9galement r\u00e9v\u00e9l\u00e9 leur talent de conteur<\/strong> sur les r\u00e9seaux sociaux. Pourquoi est-ce important de raconter son histoire sur les r\u00e9seaux sociaux<\/strong> ? Comment bien s\u2019y prendre ? Voici quelques conseils \u00e0 l\u2019usage des marques.<\/p>\n

1. Mener l\u2019enqu\u00eate<\/h2>\n

Qu\u2019est-ce qui touche les fans d\u2019une marque ? Quelles histoires racontent-ils d\u00e9j\u00e0 \u00e0 propos d\u2019elle ? Comment sont relay\u00e9es<\/strong> ces histoires ? Evoluent-elles au fil des conversations ? Le meilleur moyen de raconter de bonnes histoires, c\u2019est de comprendre son public<\/span><\/a><\/span><\/span> en s\u2019immergeant dans les conversations des fans. En comprenant ce qui touche une tribu de marque, on est \u00e0 m\u00eame de tisser des r\u00e9cits qu\u2019elle partagera<\/strong>.<\/p>\n

2. Varier les supports<\/h2>\n

Si raconter une histoire est d\u2019abord une affaire de mots, la force d\u2019une photo<\/strong>, d\u2019une vid\u00e9o ou d\u2019une infographie<\/strong> a toute sa place dans un tel processus. Ce sont d’ailleurs les types de contenus qui marchent le mieux<\/span><\/a>\u00a0sur internet.\u00a0Et les chiffres sont l\u00e0 pour appuyer ce conseil : \u2153 des posts Twitter\u00a0renvoient vers une photo, et sur Facebook, les images obtiennent en moyenne deux fois plus de likes<\/strong> que les textes. Parce qu\u2019elles se propagent comme une tra\u00een\u00e9e de poudre sur internet, les vid\u00e9os sont aussi un support pr\u00e9cieux pour raconter des histoires via les r\u00e9seaux sociaux. En plus de marquer les esprits, une vid\u00e9o peut rendre une histoire incontournable en suscitant de l\u2019\u00e9motion et en cr\u00e9ant le buzz<\/strong>.<\/p>\n

3. Utiliser la timeline Facebook<\/h2>\n

La timeline Facebook, cette habile chronologie<\/strong> propre \u00e0 chaque page, permet de raconter son histoire en s\u2019appuyant sur des dates cl\u00e9s. Cet outil est int\u00e9ressant dans la mesure o\u00f9 il renforce l\u2019unicit\u00e9 de chaque histoire<\/strong> et o\u00f9 il favorise l\u2019apport de contenu riche (images d\u2019archive, photos in\u00e9dites…). Les marques anciennes \u00e0 l\u2019historique bien fourni doivent saisirent cette opportunit\u00e9 pour cr\u00e9er plus d\u2019adh\u00e9sion.<\/p>\n

4. Ancrer les histoires dans un contexte<\/h2>\n
\"storytelling<\/p>\n

Cr\u00e9dit photo : Mike Greenville<\/p>\n<\/div>\n

Les histoires les plus partag\u00e9es ne sont pas celles qui font appel \u00e0 la standardisation, bien au contraire. Il faut ancrer une histoire dans un contexte, un lieu pr\u00e9cis<\/strong>, un moment,<\/strong> sans oublier de la nourrir de d\u00e9tails. Par ailleurs, une histoire qui fait appel \u00e0 un ancrage local<\/strong> aura plus de chance de toucher une cible pr\u00e9cise. Pour prendre tout son sens, une histoire doit \u00eatre visuelle dans l\u2019esprit de celui qui la lit<\/strong>.<\/p>\n

5. Exprimer son humanit\u00e9<\/h2>\n

Derri\u00e8re les r\u00e9seaux sociaux se rassemblent des personnes en chair et en os<\/strong>, qui rient parlent et r\u00e9agissent, fortes de leur humanit\u00e9. S\u2019adresser \u00e0 ces personnes, c\u2019est faire soi aussi preuve de cette humanit\u00e9. Un ton froid ou impersonnel est proscrit : interpeller sa communaut\u00e9<\/strong> en lui racontant une histoire, y mettre de l\u2019affect,<\/strong> se r\u00e9f\u00e9rer \u00e0 ses propres exp\u00e9riences et y ajouter une touche d\u2019humour<\/strong> rendront une histoire plus vivante et donc plus susceptible de cr\u00e9er \u00e9motion, engagement et partage.<\/p>\n


\nEt vous, comment avez-vous racont\u00e9 l\u2019histoire de votre marque ?<\/b><\/p>\n","protected":false},"excerpt":{"rendered":"

Litt\u00e9ralement, le storytelling est\u00a0l\u2019art de raconter une histoire. Pl\u00e9biscit\u00e9e en politique comme dans la publicit\u00e9 ces derni\u00e8res ann\u00e9es, cette technique n\u2019est plus seulement r\u00e9serv\u00e9e aux […]<\/p>\n","protected":false},"author":3,"featured_media":2727,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[625,782,29,56,781],"class_list":["post-2722","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-reseaux-sociaux","tag-contenu-redactionnel","tag-engagement-communaute","tag-facebook","tag-reseaux-sociaux","tag-storytelling"],"yoast_head":"\nL'art du storytelling sur les r\u00e9seaux sociaux - Agence digitale ODW<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez 5 conseils pour r\u00e9ussir votre storytelling sur les r\u00e9seaux sociaux et engager durablement votre communaut\u00e9.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.odw.fr\/blog\/reseaux-sociaux\/lart-du-storytelling-sur-les-reseaux-sociaux\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L'art du storytelling sur les r\u00e9seaux sociaux - 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