Social media marketing is changing, and here's why.
Back in the day, it was all about appearances. If you wanted to be popular on social media, you had to make sure that your page looked "cool" and "edgy" so that you could get a lot of likes and followers. Nowadays, though, it seems like the game has changed—and if you want to stay relevant in the new marketing landscape, you're going to have to change with it.
But don't despair! It's still possible for your brand to maintain its edge (and then some). We'll walk you through what this new social media landscape looks like and how you can adapt.
Gone are the days where every brand had to try to look like an Instagram model—the secret sauce of social media success now lies in authenticity. Millennials and Gen Z consumers are no longer impressed by brands who try too hard—they want something genuine. They want something real. They want something that speaks to them on a human level, not just as another customer to sell something to.
So how do brands accomplish this authenticity? By being themselves! This might seem like an oversimplification or obvious answer, but it's true: being yourself is the best way your brand will stand out.
Take a look at Wendy's. Despite the fact that their social media presence is run by a team of professionals, they've somehow managed to capture the feeling of a sassy teenage girl sitting behind a computer and tweeting out whatever comes to mind. It's a marketing strategy that has become so successful, it's inspired other fast food chains like McDonald's and Burger King to try their own versions—though they don't quite nail the authenticity of Wendy's.
Another brand that uses social media so authentically you'd think it was an actual person is Xbox. They're known for replying to customers' comments on Twitter with sarcastic comebacks that are equal parts funny and biting. But what makes their tone so authentic isn't just the posts themselves—it's also how they use Twitter to call out other companies like Sony or PlayStation, which in turn brings in the attention of fans from those communities as well.
Ok, bravo! But the real question is.. how can brands achieve authenticity?
The first step is to understand what authenticity actually entails. Authenticity is all about being genuine, honest, trustworthy, and real—and this applies across the board to every aspect of your brand. From the visuals you're using to your tone of voice, every brand touchpoint must communicate authenticity to your audience. This also means that you need to be consistent with the message you're communicating—you wouldn't want to contradict yourself by having an honest, trustworthy tone of voice on one platform and a flippant, sarcastic tone of voice on another platform. Stay true to your vision across channels!
Keep it real. If you know your customers, share content that actually reflects who they are. Don't just post for the sake of posting; if there's not a point to it, then don't post.
Your audience is important. Social media can be the best way for people to interact with your brand; but those interactions have to be meaningful—for both parties. If someone posts a comment or Reply, take the time to respond. They're giving you free visibility by mentioning your brand; make sure you appreciate that!
Lastly, quality over quantity. You can get away with posting less frequently than most people think if what you post is valuable and engaging. People want to feel like they're participating in something with meaning, instead of just being bombarded with information all day long.
With so many brands already going "social," the best way to stand out is to be yourself. This can be difficult, as many social media sites encourage a certain amount of "showcasing" and "showing off." One key to authenticity is knowing what your audience wants to hear, and being that person. Simply being honest is valuable in any marketing endeavor. Your customers will know if you're faking it, so focus on putting yourself out there genuinely.
