Is there a right and wrong way to tell a story on social media? | Marc Gutman (2 of 5)
Brand strategist Marc Gutman of Wild Story shares his framework for storytelling on social media, arguing that authenticity and specificity beat polish every time. He reveals why the best content creators treat social like a TV show — entertaining first, selling second.
Show Notes
In This Episode
Marc Gutman, Chief Strategist at Wild Story, tackles the question of whether there is a right and wrong way to tell a story on social media. Marc draws a parallel between social media and television — just as TV shows entertain first and sell through commercials, brands should lead with engaging stories rather than sales pitches. He argues that authentic, specific personal stories outperform generic advice, and that the more specific you get with story details, the more universally people connect with them.
Key Takeaways
- Social media works like the TV model — lead with entertainment and value, not sales pitches; the audience gives their attention in exchange for content worth consuming
- Tell personal, specific stories rather than sharing generalities — specificity creates more connection points for your audience to latch onto, making the story paradoxically more universal
- Apply the "would I read this?" test to every piece of content before publishing — Marc admits to pausing his own newsletter for months because the drafts failed this test
- Stories are significantly easier to recall than facts — your audience remembers narrative far better than checklists or stats, making storytelling a more effective medium for transmitting information
About Marc Gutman
Marc Gutman is the Chief Strategist at Wild Story, a brand strategy and design studio located near Boulder, Colorado, focused primarily on arts and outdoor recreational clients. Marc and Wild Story are on a mission to help the world appreciate one brand at a time.
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