How to Tell a Great Story on Social Media
I’m a Writer & Personal Brand Coach, and one of the most powerful tools I use to build my audience is storytelling. It’s how I’ve gained 200k+ followers between Instagram and TikTok. But what makes a story powerful? What do we actually mean when we say, ‘tell a great story’? Here’s what I tell my students… Great stories show us what changed—specifically, how you changed.
The Power of Change in Your Story
Whether you're sharing a video for TikTok, posting an Instagram reel, or an article for Substack, the most compelling stories aren't just about external events—they’re about the shifts that happen inside of us. Internal > External. The story doesn’t just tell us about a challenge you overcame, but how that challenge changed your beliefs or your mindset.
The key is focusing on transformation: You used to think one way, then something happened, and now you think differently. This internal shift acts as a mirror, and allows others to see themselves in your journey. It reflects the struggles, growth, and breakthroughs that they might also be experiencing in their own lives.
Here’s the simple framework I follow for structuring any story: Beginning, Pivot, End.
Beginning – What were your beliefs or assumptions at the start? What led you to the point where you had to make a change?
Pivot – What happened that caused you to do something differently? What decision did you make that changed your course? This is where the tension in your story lives. The friction! The drama!
End – What did you learn? What beliefs do you hold now that are different from before?
I’m always reminding my clients/students: As you craft your story, ask yourself, Does this story have a beginning, a pivot, and an end? If not, you're not quite there yet.
Why Tension Matters in Storytelling
You can't have a gripping story without tension. Think about it: what’s at stake for you in your story? What’s the real struggle you're overcoming? This is what creates the drama that pulls people in.
And yes, it's vulnerable. It can feel deeply uncomfortable to openly share challenges, failures, and moments of doubt. But this vulnerability is what allows people to see themselves in your story. It’s what makes your triumph at the end feel earned and impactful.
For example, one of my clients, Jason, used this storytelling formula to craft his brand story. Here’s how he did it:
Beginning: "I used to believe my background and lack of credentials meant I didn’t belong in successful circles of investors."
Pivot: "After receiving feedback from an investor to double my ask, I took a leap of faith, flew to New York, and pitched my business."
End: "Now, I know my past doesn’t dictate my future. I belong here, and I’m comfortable asking for what I deserve."
Jason's story isn’t just about getting an investment; it’s about how he changed his mindset and belief in his worth. The tension of feeling unworthy made his success so much more powerful for the reader to experience.
The Trifecta of Powerful Storytelling
When I’m working with students / clients on their personal brand story, I think about three core components that make up what I call the "Trifecta" of storytelling. These three things must work together for the story to be compelling and impactful.
The Story Itself – This is the foundation. You are the best source for your material, and everything you’ve gone through—the good, the bad, the ugly—can be woven into a story that connects.
The Footage – Whether it’s a TikTok video or Instagram story, the visuals are just as important as the words. You want your footage to be clear, dynamic, and engaging. Think of it as the "presentation" of your story. A powerful story can fall flat if the footage doesn’t match the energy or emotion you’re trying to convey.
The Music – This is the cherry on top. The right music can drastically improve your story, it sets the tone and brings your narrative to life. When selecting music for your story, think about how you want people to feel. Do you want it to be dramatic, joyful, suspenseful, or adventurous? The music helps set that emotional backdrop.
Think of your story as the main dish at a restaurant. The footage is how that dish is presented, and the music is the ambiance of the restaurant. All three come together to create a memorable experience for your audience.
Getting to the Truth
The best stories are simple stories. The beauty of short-form stories, like you would see in a 60-second video, is that you have to get to the point quickly. This forces you to strip away the fluff and get to the truth. And here’s the thing: The truth is what resonates most with people. It's the core of your story. If you get clear on the truth you want to tell, the rest of the story will unfold naturally.
Ask yourself: What is the one thing I want people to take away from this story? Whether it's a belief, a lesson, or an emotional shift, everything in your story should serve this central message.
Keep It Simple and Direct
Don’t make your audience work too hard. The best stories are short, punchy, and clear. Every sentence should serve a unique purpose, and every word should drive your message home.
When you’re crafting your story, think about keeping your sentences short and to the point. You want your audience to easily digest the message without needing to pause and think too much.
Putting It All Together
At the end of the day, great storytelling comes down to this: Tell the truth and keep it simple. If you focus on revealing the transformation you underwent, build tension, and create an emotional connection, you’ll be well on your way to telling stories that don’t just entertain but also convert.
Remember, there are no rules in this game. You get to define what your story is and how you tell it. So, experiment, try new things, and, most importantly, have fun with it. The world is waiting to hear your story.
Ready to start telling your story? As a Personal Brand Accelerator (PBA) Community Member, you’ll get the support you need to bring your stories to life.
Here’s what you’ll get when you join:
• Direct feedback on your stories + content
• Personalized coaching from me, Anna, and the PBA Team
• Accountability to keep you consistent with your posts
• An instant boost in engagement on your posts
• Support, pep talks, and encouragement to keep you going
• Access to the full Personal Brand Accelerator course (12 modules to help you build your brand!)
• Access to live community calls and office hours hosted by Anna and the PBA team
Now is the time to share your story—and the world needs to hear it. Start your free trial today and begin transforming your brand with the power of storytelling!
