What is data storytelling?
Data storytelling uses facts, statistics, and quantitative information to create a compelling story. In other words, data storytelling uses (real) numbers to support an engaging story, and authenticate the story’s message.
“Using data to tell stories from a brand’s point of view can be very effective, as it bridges that place between logic and emotion and lets a brand connect with a reader on a deeper level,” says Froese.
Data can “prove” the validity of a story (for example, sheep are smart: they can recognize up to 50 other sheep by sight) and help sell a brand or product (Ie: when “four out of five dentists” recommend a specific toothpaste).
And despite the bad rap that numbers get, storytelling with data can help build an emotional connection, too. If I told you that 20% of roses feel pain when cut, would you look at Valentine bouquets differently?
That brings us to another important part of data storytelling: the numbers need to be true, unaltered, and preferably provided by a trusted third party. Making up numbers or bending statistics to suit your own needs is a dangerous game, especially on social media.
Social media might not be “real life,” but what we post (especially from a business perspective) has real-life consequences. As technology progresses and social platforms grow, information spreads quickly… and so does misinformation.
When you use data storytelling in social media, you’re arming your content with an extra layer of validity. By offering proof, sharing statistics and being transparent about numbers, you can set your brand apart from the rest.
