Social media plays key role in business growth
As we slowly emerge from a year like no other, it’s exciting to explore the latest social media platforms and new releases set for lift-off. However, while new developments are important to consider, what this year has crystallised more than anything is that the crucial foundations - ‘roots’ - of good social content, remain unchanged.
Social media has been a key communication stream for most businesses for a long time. As a go-to source of information for customers, social media offers businesses the chance to shape perceptions, and build lasting relationships.
Over the past year, internet usage has skyrocketed as we’ve adjusted to new ways of work and play under lockdown restrictions. In this remote world, authentic, personable communication is more important than ever. A whopping 86% of consumers say that authenticity is a key factor when deciding what brands they like and support, and 57% think that less than half of brands create content that resonates as authentic (Stackla, 2019).
Clearly, there’s a discrepancy between what consumers want, and what they’re actually getting. So, what can brands do to make sure they are fulfilling their customers’ needs?
The first step is to understand what your audience looks like and what they respond to. From there, make the content relatable. We work with our clients to help them tell compelling stories and humanise their brands. By engaging with your audience, you build trust and create a sense of community. Your customers can help tell your story in an authentic way with positive testimonials and reviews playing a hugely valuable role. Leave room to be reactive and have your say on breaking news - as long as it doesn’t feel forced.
Once these roots are firmly in place, brands can supercharge their content by carefully plucking some of the ripest digital fruits.
When it comes to engaging post creative, video continues to be king. Social media posts with video have 48% more views (The Marketing Helpline). Stories, live streams and long form video content all represent great opportunities to maximise engagement, while the rise of TikTok and Instagram Reels are evidence of a huge appetite for short-form video too.
There’s been a lot of talk about virtual and augmented reality on social media. While virtual reality requires a headset and may therefore be a slow burner, augmented reality can be experienced on just a smartphone. Some of our housebuilder clients are using virtual viewings and 360 degree walk-through videos of showhomes to overcome lockdown restrictions. Our client BDP uses virtual reality to test the operational performance of a building, months before construction even starts. The introduction of new apps, for example, Dulux’s brilliant Visualizer App allows users to test different wall colours in their homes using a smartphone camera.
There are many more exciting new developments in what is a fast-moving digital landscape. What’s important is that brands have the conviction to be selective. Be brave and try new things, but if a platform doesn’t quite fit with your brand and its business goals, then don’t feel like you have to use it. Above all, don’t ever lose track of the basic principles of good social media marketing.
Mike Christoforou is a Digital Specialist at Perceptive Communicators
