As we slowly emerge from a 12 months like no different, it’s thrilling to discover the most recent social media platforms and new releases set for lift-off. Nevertheless, whereas new developments are vital to contemplate, what this 12 months has crystallised greater than something is that the essential foundations – ‘roots’ – of fine social content material, stay unchanged.
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Social media has been a key communication stream for many companies for a very long time. As a go-to supply of data for patrons, social media provides companies the prospect to form perceptions, and construct lasting relationships.
Over the previous 12 months, web utilization has skyrocketed as we’ve adjusted to new methods of labor and play below lockdown restrictions. On this distant world, genuine, personable communication is extra vital than ever. A whopping 86% of customers say that authenticity is a key issue when deciding what manufacturers they like and help, and 57% suppose that lower than half of manufacturers create content material that resonates as genuine (Stackla, 2019).
Clearly, there’s a discrepancy between what customers need, and what they’re truly getting. So, what can manufacturers do to verify they’re fulfilling their clients’ wants?
Step one is to know what your viewers seems to be like and what they reply to.
From there, make the content material relatable. We work with our purchasers to assist them inform compelling tales and humanise their manufacturers. By partaking along with your viewers, you construct belief and create a way of neighborhood. Your clients may also help inform your story in an genuine manner with constructive testimonials and evaluations enjoying a massively beneficial position. Go away room to be reactive and have your say on breaking information – so long as it doesn’t really feel pressured.
As soon as these roots are firmly in place, manufacturers can supercharge their content material by fastidiously plucking a number of the ripest digital fruits.
In the case of partaking submit artistic, video continues to be king. Social media posts with video have 48% extra views (The Advertising Helpline). Tales, dwell streams and lengthy kind video content material all symbolize nice alternatives to maximise engagement, whereas the rise of TikTok and Instagram Reels are proof of an enormous urge for food for short-form video too.
There’s been a variety of speak about digital and augmented actuality on social media. Whereas digital actuality requires a headset and should subsequently be a gradual burner, augmented actuality could be skilled on only a smartphone. A few of our housebuilder purchasers are utilizing digital viewings and 360 diploma walk-through movies of showhomes to beat lockdown restrictions. Our consumer BDP makes use of digital actuality to check the operational efficiency of a constructing, months earlier than development even begins. The introduction of recent apps, for instance, Dulux’s sensible Visualizer App permits customers to check totally different wall colors of their houses utilizing a smartphone digicam.
There are lots of extra thrilling new developments in what’s a fast-moving digital panorama. What’s vital is that manufacturers have the conviction to be selective. Be courageous and check out new issues, but when a platform doesn’t fairly match along with your model and its enterprise targets, then don’t really feel like you must use it. Above all, don’t ever lose observe of the essential ideas of fine social media advertising and marketing.
Mike Christoforou is a Digital Specialist at Perceptive Communicators
