Consumers don’t like advertising. These days, people are happy to pay a premium to remove ads from streaming services, block ads on devices, and skip them in regular programming.

However, these same consumers (and millenials in particular) are willing to actively engage with brands if they’re rewarded with genuine content that connects with them. And it’s the reason why storytelling is the driving force behind any savvy marketing plan.

Yet with so much clutter out there, how do you make your branded content better than the rest? This is a question Cinebody wrestled with daily, and it led to the creation of storytelling using User-Directed Content™. Together with our partners, we’ve learned that these five simple steps will bring you storytelling success:

1: Be yourself

You must stay true to your brand. Jumping on a trending hashtag or newsworthy event isn’t enough, and the easiest way to stay grounded in your brand truth is to reach out to the fans. With user-directed content you can tap into a rich stream of footage from ambassadors who love what you provide, and want to talk about it.

2: Be authentic

Even if you’re staying true to your brand philosophy, it’s easy to fall into the trap of creating content that feels contrived, over-produced, or even fake. Consumers can spot artificial emotions and reactions a mile away, and if you want a genuine connection, look to the people that are real, excited, and eager to help. A few pieces of content created by fans, mixed with professional footage to add gravitas, holds far more value than just a slick Hollywood ad that feels disconnected.

3: Be focused

Know what makes a good story. Forbes columnist Steve Olenski advises you to have characters, a setting, conflict, and resolution. For example, when Cinebody was used at these live events, the result was a series of genuine stories that encompassed those four essential ingredients. From a father and son reunion, to a couple getting married the day after a concert, these were authentic slices of life that made for compelling content.

4: Be original

The glut of content out there means a lot of repetition. To thrive you have to produce original content, and by turning to the fans for that footage you can access an unlimited amount of stories. What’s more, with user-directed content, you can ask the fans in real time to capture something that will make the story even more compelling.

5: Be consistent

Brands have to be publishers, and that means producing regular content. It can be tough to keep that kind of content coming, especially with the costs involved in production and travel. But with video content supplied by your fans, customers, and staff, you eliminate expensive camera crews and can bring in footage from people all around the world. It’s never been easier to keep that content flowing.

At the end of the day, ads are out, content is king, and as a brand you need to be on top of it. “When I see brands throwing ads at their customers, I see them throwing good money down the drain,” said Scott McDonald, CEO of Cinebody. “You can’t force-feed today’s savvy consumers anymore and expect them to enjoy it. They want genuine stories and content, so why not give it to them? If you don’t, someone else will.”