At a time when it looks like many manufacturers have the same method to their social media – product ‘hero’ posts, TV advert cut-downs, the occasional influencer collaboration, and so on – you must cease and take into consideration the precise function that social media performs within the digital advertising and marketing combine.
The very concept of promoting speaks to highlighting a model’s distinctive qualities … whereas exhibiting up in ways in which differentiate it from the remainder. But it appears that evidently, even within the quickly altering digital atmosphere, the tried-and-tested methodologies for natural content material appear to be utilized essentially the most.
Does this imply to say that every one these techniques are unsuitable?
Not within the slightest. Different media served via completely different channels every have their very own distinctive function. But, to create and construct an viewers is one factor, retaining them is a wholly completely different process. With this in thoughts, what function does social media play? In one phrase, entertainment.
The concept of social media and content material advertising and marketing is not new. Brands have explored each creating their very own distinctive entertainment-focused content material in addition to sponsoring current creators’ platforms.
But audiences have turn into extra involved with privateness, and reluctant to belief manufacturers whose motion don’t align their values. They’re extra focused on discovering and participating with content material that they really get pleasure from, not simply one other advert.
Social media is already cluttered and noisy, and the vast majority of audiences want to be entertained … not marketed to.
For manufacturers to realize extra worth from social, they should ask what worth they’re creating for his or her audiences. And worth may be interpreted in many alternative methods. Value may be humour. It may be schooling. A platform for these with out one in any respect. Or one thing utterly new and completely different.
The level is that there is no one-size-fits-all answer to social entertainment. But, in a panorama the place entrepreneurs must leverage completely different channels to create distinctive worth, it affords new alternatives to make an influence.
This is Jordan Major’s final column for The Media Online. He has left RAPT Creative.
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