“Data is not just numbers — it’s an opportunity to connect, inspire, and differentiate a brand in a crowded market,” says Froese.
“When paired with a compelling narrative, data can turn abstract figures into relatable, emotionally resonant stories that build trust.” Some parts of social media can feel a bit superficial, but that only makes the interesting, meaningful stories stand out more — and drive more engagement and shares.
Data storytelling legitimizes your content in a compelling, accessible way.
Plus, storytelling with data can make complex ideas more concise and approachable for a social media audience. Most users are turning to social media for entertainment, not to study up on an elaborate or complicated concept.
Using clear, carefully selected data, you can effectively capture the attention of your audience — then, you can guide them towards your own website or blog for more information.
6 steps to effective data storytelling
1. Identify and understand your audience
“Start with who you are talking to,” advises Froese.
Understanding your audience will help you decide which stories (and which data) will resonate most with them.
Psst: For a full step-by-step case study of how audience research can make a campaign successful, read up on Wealthsimple’s social media campaign strategy.
2. Find trusted data sources
It matters where your data comes from. Using a trusted, verified source to get your facts and figures limits any risk of spreading misinformation or dealing with a PR disaster. Just because a statistic is widespread doesn’t automatically make it true, so be sure to check your sources before posting.
