Real people. Reel results

Timing is everything, isn't it?

I've been knee-deep in a social media review for a fire service this month, with brilliant comms data guru Alex Waddington.

And having analysed their most successful posts, we found their top content featured real people - staff, volunteers, animals (always animals). Everyday hero content, as Alex terms it.

Then dropped a brilliant study to explain why.

Emplifi's recent research on Facebook Reels showed:

• Videos that include human speech in the first three seconds drive better response.
• Human speech at the start increases 10-second retention by almost 25%.
• Speech-based videos see a 5.6% higher engagement rate compared to music-only content.

It all tallies with previous data I've shared, which shows content is 58% more likely to be viewed past 3s if the start of a story arc is spotted (The Storytelling Edge 2025).

We still can't help but be drawn to humans talking. AI what?

​FREE WEBINAR: Lore - the new storytelling and how to do it​

Lore is the new buzzword around storytelling - from Taylor to TikTok - and we'll be exploring what creates it and how to build it on our free webinar on April 17 at 1pm. Sign up on link 👆.

You'll hear from James Bird, Best Young Communicator at the 2025 UnAwards and social media manager at Ealing Council, on how they've been building lore in their borough through their standout socials, using their council Leader as the surprise star.

You can also catch up on previous webinars on storytelling and campaign success on our YouTube Channel.​

USE THIS: content and campaign ideas

What's lore all about? I think this a good example. Burger King embracing their history and back story to great effect in this latest ad.

(Get this type of creative and content inspiration first on the Creative Catch of the Day WhatsApp channel.)

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​STORY TIPS: going Hollywood​

Want to bring a bit of Hollywood into your storytelling? This is the story structure used from Star Wars to The Lion King and here's how you can use it too.

(And here's a free version of the Story Builder explained in the clip).

SOCIAL: The Round-Up

• ​Links in captions for Insta?
• ​LinkedIn feed to focus on valuable insight, prioritising quality over content.​
• Carousels becoming core content - Insta to allow rearranging and how to build a carousel strategy.

AI: not to brag but...

​PUBLIC SECTOR COMMS SURVEY 2026​

The largest benchmarking survey of local public services in the UK is live.

It provides valuable data to help improve communications, covering councils, police, fire and rescue, NHS and registered social landlords or housing associations.

Take part on the link above.

​FREE LEARNING: UnAwards winner webinar​

The UnAwards winners' Masterclass has always been one of the best IRL learning events of the year.

So the fact there is also an online edition this year - April 28, 12.30pm - means even more of you can learn from the best, so get signed up!
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ABOUT US

​Turn The Page is a story-led communications consultancy, using the power of stories to create memorable, measurable campaigns, strategies and narratives.

Campaigns and comms led by stories are measurably more successful and improve engagement and trust.

Forwarded this email by a colleague or chum? Get your very own copy right here.

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