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What’s the latest for creators and communities as social media evolves?

In less than a generation, social media has evolved from direct electronic information exchange to a virtual gathering headquarters, to a retail platform, to the most effective marketing tool in the 21st century.

What happens next in social media will most likely be shaped by the evolving business model and advances in storytelling technology.

Long ago, companies used to market directly to the consumer through mediums like radio, television and the press. Companies are now leaving the creative guidance of product promotion to influencers and content creators. Over the years, social media has been proven to be more convenient, measurable and a better system of targeting the consumer and keeping them interested. 

Social media is now moving towards inclusivity and community. Each influencer builds a community that shares values, morals, and similarities that keep them loyal. These communities develop trust in the influencers they follow and are influenced daily by interacting with their posts. 

For example, recently at Frito Lay, they launched a Tiktok hiring campaign looking to hire a “Doritos Flavor Confirmer” which was a huge success. Not only did this help the company gain traction but it got their existing customers excited about a familiar product. Helping the consumer to feel a part of the brand and, in turn, pulling them closer to the community. In addition, they paired with content creators, such as fashion bloggers, who integrated a Cheeto brand deal into their normal fashion content. By doing this, Frito Lay was able to target their audience who may not be familiar with the brand and foster a connection between existing customers. This drives the consumer to buy promoted products. This level of marketing is important for any size business.

Here are some notable keys to content creation integration: 

  • Authentic Brand integration is key; Consumers are more receptive to content that is authentic to the creator.
  • There has been an increase in community engagement across all social media platforms.
  • Forming meaningful relationships and bonding with your followers is crucial. 
  • “Staged” content is out, genuine connection is in.
  • Know the difference between your audience on each platform.

 Tik Tok (engaging the viewer within the first 3 seconds is crucial for view retention)

Instagram (create content that is more “laid back” such as longer and more personable posts) 

Twitter (consumers are more receptive to comedy-based content)

Social media marketing has the power to reach vast numbers of consumers, yet still allow marketers to target specific demographics. When you consider that social media marketing is one of the lowest-cost forms of marketing, its value to small businesses is immense and will continue to grow. 

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