This past year and a half has been a whirlwind and the public is even more tuned into social media than ever before.
Whether it's lockdown, economic chaos, or the 24/7 news cycle - everyone is a lot more tuned in to digital media.
With this increased focus and attention, social media isn't just about gathering likes for dopamine hits anymore:
Social media has become a source for education, news, inspiration and local events.
In 2021 the world's commerce is powered by social media platforms. Much of the success here is based on the ability to create a feeling of belonging, unity and customized experiences.
This extends beyond location, gender, language, race and cultures. Everyone wants to feel like they are part of a special community and when a brand can create that feeling they win over hard sell advertisements.
(Be sure to read my last blog 2021 Inflation, Economy News & Big Tech Scrutiny here).
At A Glance
∎ Reverse Engineer Marketing from Consumer Needs
∎ Authenticity in Branding
∎ The Power of Cultural Relevance in Social Media
There's A Niche For Every Market
No matter how kitchy a niche is there is an audience for it. Possibly even an existing community already online even if sometimes they are only found in the far corners of Reddit.
Many attempt to go so broad and appeal to everyone but they miss out on the people who will make their brand strong: the die hard fans.
With social media being so omnipresent now, once you have built up consistent content across many platforms you'll find out where your audience likes to hang out and what they are most interested in.
But the old methods of hawking your goods like a carnival barker on unsuspecting crowds doesn't work anymore. It's all about finding what your audience already likes and giving it to them.
Authenticity & Responsive Designs
There's no question that authenticity resonates with every audience for every market and every social media site.
So why don't more brands use authentic, responsive branding?
Almost always the funnel method is taught versus content marketing and building community. Have your ad copy's hook in place and watch the money flow in. Except that doesn't always work these days.
The feeling of belonging comes from ritualized interactions and moments of vulnerability. Cohesion and collaboration are key elements in the business to customer relationship.
Just look at how Influencer marketing works - the personality of the brand is built based on shared values first then joint ventures that match these values can be put into play.
It's a feeling of reciprocity. The Buckminster Fuller of sustainable social architecture is rooted in influencers who are actively supportive of each other and their fans.
You can pay a PR agent to do a press release for your book, or product but it won't increase sales. Sure, you may get a few more speaking engagements but your ROI won't increase from what you have on the digital shelf.
Moments where you reveal behind-the-scenes shared experiences or how you've made a social impact in your immediate circle or local community create social proof that only stems from authentic interactions.
The Power of Cultural Relevance in Social Media
The era of brand recognition alone is at its end. We've all seen these logos and slogans. We're numbed out to them. They don't resonate the same way anymore. We've all been oversold to.
Entertainment education and lifestyle drive engagement in today's markets.
The relationships you build with influencers, brands with integrity, your local communities, transfers to your audience if you're consistently putting out customized creative social media content.
Millennials and Gen Z-ers want to know if your business practices are environmentally sustainable, fair-trade verified and not capitalizing off of the suffering of third world countries.
Instead of trying to do a Pepsi-Jenner-Commercial fail, go deeper than the surface. Actually care about how your brand affects the world.
Become available for more casual interactions with your customers outside of office hours to generate cultural relevance.
Do the research to find out where and how your brand can make a positive impact in the world, the ROI on that is global.
Not only will you sleep better at night, but sales will increase when your customer base feels they can relate to you culturally once they see you are genuinely interested in doing good.
You can save your business by helping to save the world. Be real. Be good. Success comes to those who see from their hearts not just dollar signs.
Be consistent across the board. Think holographically about your brand identity. If you are inspiring your followers and you're doing good in how sustainably your supply chain is designed, your followers will increase and follow in your example.
People can feel your intentions beyond ad copy. Social media has radically changed how society works and social media audiences are the check and balances for economic integrity.
It's time to innovate.
Comment below!
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