A theme you would like to have analyzed, so that you know the internet behavior and purchasing behavior of your target audience.
In the old, familiar way, the marketer’s approach was to provide consumers with high-quality copy containing clear and targeted information. While quality copy is certainly not unimportant, this does not mean that a different approach is irrelevant or less relevant. Social media continues to occupy an increasingly important place in society. Consequently, companies are paying more attention to it. It is up to the social media marketer to promote the brand in such a way that the consumer is willing to follow it. Younger generations are more attuned to the visual than the textual. Furthermore, they are more focused on the preceding societal aspects of product production. Hence, the social brand is going to occupy a more important position.
Social brand
The premise of a social brand is that the producing company treats its partners in the production chain equally and with full respect. This applies, for example, to working conditions, but also to transportation with regard to the climate. They look at the producer to see to what extent they have a greater purpose in mind. If, as producers, you can cultivate the positive values of the company within the brand, then the target group’s network will want to share those positive principles.
Centralization of the consumer, not the brand
On social media, the focus is no longer on the brand, around which all communication was built, but on the consumer’s thought processes. This is a fundamentally different approach. A brand with social media principles will perform better because people sense that the company and the consumer are at the center. This evokes a very different feeling in the consumer. Consequently, the willingness to share information is greater. However, this trend is made more attractive and amplified by the presence of more informal text and live video footage with powerful and targeted messages.
Why a live video?
Consumers have many reasons to follow a brand. These include, for example, new products, like-minded followers, curiosity, educational aspects, entertainment, etc. Live videos provide sufficiently satisfying information in a short time. After all, images stick in the mind longer than text. On social media, marketers are busily creating live video messages. And precisely because of this drive, there is a large supply. That supply is now so large on social channels that consumers themselves are becoming more selective. As a result, it becomes more difficult for the marketer to stand out from the other live videos. It is therefore a permanent area of focus. Although the supply of live videos still exceeds demand, the two are converging.
But the threat of unfollowing is always lurking. This can be due to two reasons. Firstly, if the follow-up by the company’s customer service is not up to par, and secondly, if the live video looks too much like an advertisement. In that case, half of the followers could easily unfollow.
Which social media channel?
First, identify on which social media channel the target audience is located. Statistics regarding this are available. Consulting them is useful. What is the norm today may be different in a month. But for now, Facebook is still the largest, and Instagram a close second.
The differentiations between generations are interesting. The subdivision into, for example, Generation X and Z is such that X is still more Facebook-oriented and Z is more Instagram-oriented. But that could easily change soon. So stay alert.
