We live in a time where social distribution is the norm – if you’re not on Facebook, you almost don’t exist. When everybody can distribute their ...

What makes the ultimate story?

We live in a time where social distribution is the norm – if you’re not on Facebook, you almost don’t exist. When everybody can distribute their ideas, higher demands are put on storytelling and creating good, or even perfect, content. The media company KIT’s platform Story Engine knows how to get this right.     

So, what’s a good story? Peder Bonnier, CEO and KIT co-founder, has a clear answer.

”It depends. All stories need different kinds of storytelling. It depends on which story you’re going to tell, why you want to tell it and who you want to tell it for,” he says.

What makes the ultimate story?

To get an answer on what makes the ultimate story, KIT started to analyse different articles in a certain topic to find out which texts were read and which were not. After that, they figured out what made the texts so good by analysing what set them apart.

One article might have been a quiz, while another article was an interview. Another article was funny and another text was to the point. Certain articles had the purpose to entertain, while others were educational.

”We looked at what sets good and bad stories apart and thought about how we could be right more often. How could we know beforehand that the topic we created content for would do well?”

As a result of all this research, Story Engine was born – a platform designed to optimise the stories you want to tell in social media. In the beginning, it was created for KIT’s own editorial room, but today it’s available as a license for anyone who wants tell more effective stories on social media.

Building insights engines are starting to become a content marketing trend. Let’s take a look at how KIT’s Story Engine platform works.

43 billion different ways to tell your story

Story Engine has 17 categories of metadata that contain 145 words, used to classify the content. In other words, there are 43 billion different ways to tell your story.

You inform the Story Engine what the story is about, who you want to tell it to, and what goals you have with the content. Afterwards, you receive a recommendation on how you should tell and distribute your story to get the biggest possible effects.

”We like to say that if you create the ultimate story it will automatically reach everyone in your potential target group, without you having to pay for any distribution. But if you make a bad story, it will be extremely expensive to distribute it.”

Story Engine also contains tools for producing, publishing and distributing the story itself. That way the whole content creation process, from idea to Facebook post, is kept in the same system.

”After having used Story Engine for KIT during a year, we reached almost one million Swedes daily with our content. Then we thought that maybe we could sell this insight on how to create a good story to other storytellers – and that’s what we’re doing right now,” says Peder Bonnier.

Please note: Story Engine is still in the experimental phase when it comes to other language markets than Sweden.