How was the fifth day of the Tallinn Digital Week conference👇

The program of the fifth day consisted of a speech by David Bokuchav on the topic: “How storytelling for brands is done” and a speech by Yulia Lomova with the topic: “What should a business do on Instagram, besides how to sell”.

Both performances were very cool and helpful. I will make a brief summary of them 😎

David's speech
Stories at the heart of human culture.

👉 Stories are a fundamental part of our culture, it has been formed over the centuries, from cave paintings to the fact that stories have become part of the consumer society.
👉 The brain behaves differently for the narrator and listener when telling stories than when consuming other content.
What is unique about storytelling?
👉 Empathy and relationships.
👉 Emotional connotation.
👉 Imagination and completion.

The hero is at the center of the story.
👉 Empathy can only arise between humans and certain mammals. It works best from person to person.
👉 The closer the character is to us from the point of view of our / alien, i.e. with our values, the more we empathize with him.

The idea of ​​contrast
👉 There are 2 types of stories. They are found everywhere from movies to business training:

1. A man in a complete ass.
2. The guy met the girl.
3. Cinderella.
   All of them are based on swinging with the hero on an emotional swing: from good to bad and vice versa.

The idea of ​​curves up and down
👉 Success stories (getting better and better).
👉 Stories of failure (getting worse and worse).

Why Stories in Marketing?

1. Affiliation
2. Belief
3. Illustration
4. Emotions, associations
5. Memory.

Julia's speech
What super powers does Instagram have besides leads?
👉 Gentle heating. Nowadays, sales come from 20 touches.
👉 HR brand. Attracting new employees and broadcasting corporate culture.
👉 Feedback user reaseach. Involvement in brand creation with the help of opinions on certain issues (logo creation, for example). Make a product according to the needs of the client, create surveys.
👉 A one-sided approach does not work. Make the content that will be interesting primarily to the user, and not to the brand.

15 Reasons People Consume Instagram Content:

1. Quench the thirst for novelty (learn something new).
2. Be aware, do not miss important information.
3. To be involved in events, or in something that is important to them.
4. Get inspired, motivated.
5. Get confirmation of your thoughts / values.
6. Chat with like-minded people.
7. Assert yourself.
8. Be in the subject / trend.
9. Look behind someone else's life.
10. Show your knowledge / experience.
11. Share your opinion.
12. Dream of a better life.
13. Relax / get distracted from the daily routine.
14. Learn something.
15. Get stuck, kill time.

With your account you can:
👉 Check the demand for the product.
👉 Create social capital - these are future customers, ambassadors, activators of your brand.
👉 Your account is your image. Build it.

P.S. Day 4 was offline, recordings will only be in 2 weeks. If you are interested in reading reviews on them, let me know☝️