Digital Storytelling for Embassies: Build Public Trust
Most embassy posts get ignored. Fix it with storytelling.
Jump Ahead to Learn:
Introduction
What Storytelling Means for Embassies
Three Stories You Should Be Telling
Social Media Tips for Diplomatic Missions
Simple Formats to Start With
Common Mistakes to Avoid
How Embassies Can Build Public Trust Online
How to Get Started
FAQs
Conclusion
Too busy to read? Listen to the podcast summary. 4 minutes
Introduction: Why Stories, Why Now
Most embassies use social media like a loudspeaker. They make announcements, post official photos, and move on. Also, they have limited resources and probably don’t have a digital marketer on staff. But here's the thing: that approach doesn’t connect with people.
Social media isn’t just for posting, it’s for building relationships. And relationships are built through sharing stories and having conversations.
If you want to build public trust, you have to go beyond announcements. People don’t engage with titles or institutions. They connect with people, moments, and meaning. That’s what storytelling does.
You don’t have to be an influencer to do this well. You just need to start thinking about how to show and not just tell what your embassy is really about.
What Storytelling Means for Embassies
Let’s clear something up: digital storytelling doesn’t mean making things up. It means sharing real experiences in a way that people understand and care about. Many embassies do this through social media platforms.
Your embassy’s “brand” isn’t just a flag or a building. It’s your people, your culture, your programs, and the values you represent. Storytelling through digital communication helps bring that to life.
Stories are powerful because they build familiarity, and familiarity builds trust. According to research, branded stories are up to 22 times more memorable than standalone facts and can significantly improve connection and credibility with audiences (source).
Think of the difference between these two posts:
“We hosted a reception with Canadian officials.”
vs.
“This week, our cultural attaché shared traditional music with Canadian educators, here’s how it sparked a conversation about shared values.”
Which one are you more likely to remember or share?
3 Stories Every Embassy Should Be Telling
1. Who We Are
Show the human side of your embassy. Introduce your staff. Share cultural heritage. Highlight moments that show your values in action.
You don’t have to overproduce it. A single photo and a short caption can go a long way.
Some ideas:
“Meet the team” profiles
Heritage spotlights or national holidays
Stories about how your embassy got involved in the local community
The #FacingDiplomacy campaign is a great example. It shares the personal journeys of diplomats from all backgrounds, and makes the work of diplomacy relatable.
2. What We Do
Stop treating your social feed like a news ticker. Go beyond announcements and show the work in action.
Visuals and short narratives are key here:
Share a quote from someone who attended an event.
Post a photo of a cultural exchange in motion. Do not just post the group photo afterward.
Highlight partnerships and how they benefit local or expat communities.
Platforms like Instagram and Facebook are perfect for visual storytelling, especially when you add context to what’s happening in the image.
3. Why It Matters
This is where many embassies fall short. You’ve done the work, now explain why it matters.
Let people see the impact:
Share stories from expats who were helped by your services.
Highlight how a student exchange changed someone’s path.
Show the ripple effect of a successful event or collaboration.
These are the kinds of stories that build trust and humanize diplomacy.
Social Media Tips for Diplomatic Missions
You don’t need to be on every platform. You just need to show up with intention.
Here’s how embassies can make the most of the major channels:
Instagram: Behind-the-scenes moments, short video clips, “day in the life” posts
Facebook: Event recaps, cultural stories, photo albums
LinkedIn: Thought leadership, partnerships, economic or policy wins
X (Twitter): Real-time commentary, quote threads, ambassador updates
Each platform has its strengths. Use them strategically and don’t just copy and paste the same post everywhere.
Also, keep an eye on new spaces like TikTok and Snapchat. Some embassies are already testing them to reach younger audiences and promote cultural exchange (source).
Simple Formats to Start With
Here are easy storytelling formats that don’t require a big team or production budget:
Photo + caption: Use strong visuals and explain the moment in one or two sentences.
Before and after: Show progress. This works well for programs or restorations.
Mini-interviews: A quote from a student, staff member, or partner.
Story series: Try “A Week in the Life” or “Voices from Our Community.”
Cultural themes: Music, sport, travel, and history are universal. Every country can tap into these stories.
The goal isn’t perfection. The goal is connection.
Common Mistakes to Avoid
Let’s call out a few things that stop embassy storytelling from working:
All announcements, no emotion – People don’t share press releases.
Too formal – A professional tone is good, but being overly stiff creates distance.
Walls of text – Break things up with photos, quotes, and short paragraphs.
No replies – If you’re not answering comments, you’re missing opportunities to engage.
No one owns the content – Someone on your team should be responsible for planning and posting consistently.
How Embassies Can Build Public Trust Online
You can’t measure trust with likes. But you can look for signs of deeper engagement:
People saving your posts or sharing them
More thoughtful comments or questions
Increased attendance at events that were promoted through stories
Content that keeps showing up in DMs or being forwarded
Keep an eye on which stories resonate. Use polls and feedback. Let the data shape your future content plan.
Don’t worry about going viral. Focus on staying relevant and consistent.
How to Get Started (Even with Limited Resources)
If you have no content yet. This means no photos, no videos, nothing personal, here’s how to begin:
Define your audiences. Who are you trying to reach? Students? Expats? Local media?
Pick one platform. Focus on where your people already are.
Choose your themes. Start with culture, people, or services.
Post once a week. That’s enough to build a rhythm.
Reuse what you have. You probably have photos in a shared drive already.
Ask staff for ideas. Your team experiences great moments every week, they just need encouragement to share them.
I’ve helped embassies do this. When the Swedish Embassy in Canada started shifting to storytelling, they saw more engagement. They learned what worked. They got better at it, and their audience grew.
It doesn’t need to be complicated. It just needs to start.
Frequently Asked Questions
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Focus on the small stuff. This would be people, culture, conversations. Everyday moments can tell powerful stories.
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Not when it’s clear, true, and tied to your mission. In fact, it’s how people remember you.
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Start small. Share a feel-good story. Show your ambassador the results. Once they see that it works, and that it’s safe, they’ll give you more room.
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Facebook or LinkedIn. Choose based on where your audience is active and what kind of content you’re able to create.
Bonus: Real-Life Example
I helped the Swedish Embassy in Canada rethink their content. Instead of just announcing events, they told short stories that carried key messages. They saw more engagement. They got more confident. And soon, they were experimenting and improving their content week by week.
The change didn’t require a new budget. Just a new storytelling mindset. Learn more in this case study.
Conclusion: Start Small. Stay Human.
Your embassy already has a story to tell. Probably dozens. You just need to share them.
You don’t have to be fancy. You just have to be real.
One story this week. One image. One quote. That’s how it begins.
Trust is built by showing up. And the best way to show up online? Tell stories people can feel.
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