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Glossary – Storymaker

Storymaker

Nikiforov Alexander
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Contents

Introduction

A storyteller is a professional who creates unique content for the "Stories" section of social media. This specialist develops story themes, processes photos and videos, selects designs, adds text and links, and then publishes the finished stories on platforms such as Instagram*, Facebook*, VKontakte, Telegram, and others. In simpler terms, a storyteller is someone who creates stories for companies and bloggers, with the primary goal of attracting the audience's attention to products and services.

The profession of storyteller began to develop with the emergence of the story format on Instagram* in 2016, which quickly gained popularity due to its interactivity and the ability to share news promptly. Brands soon realized the potential effectiveness of stories as a marketing tool and for customer engagement, leading to a demand for creative and technically skilled professionals.

Responsibilities of a Storyteller

A storyteller performs many tasks related to planning, creating, and editing stories. Let's take a closer look at their main responsibilities:

  • Audience Analysis: Understanding the interests and behaviors of the audience is crucial before creating content.
  • Content Planning: Developing a schedule for publications and scripts for promotions and sales, based on current events.
  • Idea Development and Design: Determining the elements used in the stories, such as photos, videos, and musical accompaniment.
  • Preparing Technical Assignments: A storyteller can either shoot content themselves or create assignments for professional photographers.
  • Creating and Publishing Stories: Processing content using various programs and adding interactive elements.
  • Effectiveness Analysis: Assessing engagement and reach, as well as adjusting strategy based on the data obtained.
  • Trend Research: Constantly tracking innovations in social media to improve content quality.

Key Skills of a Storyteller

The work of a storyteller requires both professional and personal qualities. Key skills include:

Professional Skills (Hard Skills)

  • Knowledge of Marketing Basics: Understanding the mechanics of attracting and retaining an audience.
  • Design Principles: Ability to create aesthetically appealing content.
  • Photography and Videography Skills: Ability to independently create visual content.
  • Working with Editors: Proficiency in programs for image and video processing.
  • Social Media Functionality: Knowledge of tools and functions available on platforms.
  • Analytical Skills: Ability to work with metrics and draw conclusions based on data.

Personal Qualities (Soft Skills)

  • Creative Thinking: Ability to generate original ideas.
  • Sense of Taste: Ability to create harmonious and attractive content.
  • Organization: Ability to plan tasks and meet deadlines.
  • Perseverance: Ability to work for extended periods on a single project.
  • Attention to Detail: Thoroughness in work, as small mistakes can negatively affect reputation.

How to Evaluate the Work of a Storyteller

Evaluating the work of a storyteller is based on various metrics, such as:

  • Reach: The number of unique users who saw the story.
  • Engagement: The level of user interaction with the content.
  • Conversion: The percentage of users who took targeted actions after viewing the story.
  • Subscriber Growth: Evaluation of interest and attractiveness of content for new subscribers.

How a Storyteller Helps Businesses

Storytellers are essential in many industries, including:

  • Product Business: Increasing recognition and sales through visual content.
  • HoReCa: Attracting clients to restaurants and hotels.
  • Educational Institutions: Promoting online courses and attracting clients.
  • Bloggers: Effectively managing content to increase reach.
  • Experts: Supporting personal brands through quality stories.

Demand for the Profession and Earnings of Storytellers

Despite the growing popularity of the profession, there are not many job openings for storytellers. Earnings vary but usually range from 20,000 to 50,000 rubles per month, depending on the volume of work and number of clients. Income can increase through additional services such as content creation for other platforms.

Pros and Cons of the Job

The work of a storyteller has its pros and cons:

Advantages

  • Creative fulfillment.
  • Flexible schedule and the possibility of working remotely.
  • Diversity of projects.
  • Potential for career growth.

Disadvantages

  • High stress levels due to tight deadlines.
  • Risk of burnout due to heavy workloads.
  • Need for constant learning and client acquisition.

How to Become a Storyteller

To become a storyteller, no special education is required. You can start with your own social media account, experimenting with content. It is beneficial to take courses to gain basic knowledge in marketing, audience analysis, and design. There are many online resources and training programs that can help you master the profession and improve your skills.