The Role of Storytelling in Social Media Marketing To Build an Authentic Brand Image Among Indonesian Millennials

Abstract

The development of social media as a digital interaction space has transformed modern marketing strategies, particularly in efforts to build an authentic brand image. This study aims to analyze the role of storytelling in social media marketing as a communicative approach that can increase the perception of brand authenticity among Indonesian millennials. The research method used a qualitative descriptive approach through literature studies and content analysis of various digital campaigns that utilize brand narratives. The results show that storytelling is effective in creating emotional closeness between brands and audiences, strengthening trust, and encouraging digital engagement on platforms such as Instagram, TikTok, and YouTube. Relevant, personal, and consistent story elements are proven to be key factors mediating the formation of an authentic brand image. These findings confirm that the use of storytelling in digital marketing functions not only as a promotional tool but also as a strategy for building long-term brand identity in the millennial segment.