“Presenting verified, peer-reviewed data or trusted sources can further enhance credibility, reassuring audiences that a brand is trustworthy and responsible,” says Froese. “Transparency fosters stronger relationships, demonstrating that a brand is not just selling but also sharing meaningful insights.”
Ironically, social media can be a tricky place for getting data — anyone can post a TikTok saying just about anything. Stick to professional sources that you trust instead of using data from other social media users.
If your data is more internal, for example, a fact about how many sales you made or a stat about your target audience — double-check that that information is correct, too.
3. Select the right data
Not all data is useful for storytelling, so be selective about the numbers you share. Pinterest’s Trend Forecasts are an excellent example of curating data into manageable groups that tell a story.
The Pinterest team would have access to an almost unlimited library of data about how people use the app, but specific points are chosen to communicate a narrative.
Source: Pinterest Predicts
In the above trend forecast, Pinterest collects data about search terms relevant to a specific theme (in this case, using scraps to create new things and reduce waste).
By choosing to share growing search terms like “Discard recipes” and “Scrap quilts patterns leftover fabric,” Pinterest effectively tells the story of a growing trend.
4. Craft a clear narrative
“Data alone may feel abstract, but when woven into a narrative, it evokes feelings, builds trust and helps a brand stand out from competitors,” says Froese.
