Social Media is a Connector, since 1997 with SixDegrees as the first social media platform to the future where in 2021 where an estimated 3 billion people on Earth will be on some type of Social Media. Although it’s been 20 years, the basic concept of social media hasn’t changed much, but as marketers there are new ways of engaging audiences. Engagement by itself is not enough, nowadays marketers should be attempting to grab and hold attention. Since the algorithms on Facebook and other Social Media platforms change constantly, the act of liking a brand doesn’t affect customer behaviors.
Ex. Facebook requires payment to reach the people who follow
77% of customers don’t have a relationship with a brand, most people follow a brand online because they want a discount. Building a brand consumer want to engage with requires building a fan base, driving engagement, maintaining attention.
Attention drives higher brand recall
Nearly 90% of people watch videos online, and marketers have a number of resources that track how long people watch their videos.
Most people on their phones have a “dead behind the eyes” look. Being able to make their face move adds a welcome interruption to their lives. There are a number of different options for video, it doesn’t have to be all high production value.
Live video, naturally suspenseful and can hold attention and drive engagement if planned properly. No fancy equipment needed to make it happen.
Use Contently for video
Figure out unique ways to deliver a message, there is room and place for photos online, but there has been a big pivot towards video, which has saturated online communities. Although good video will always be around and has the opportunity to stand out one of the hardest things about online marketing is enticing real world action. People are more likely to act if the content they are exposed to makes them feel something.
The most shared stories generate feelings that fall under: Fear, Anger or Warm Fuzzies.
Content that confirms existing beliefs in people are distributed widely due to their ability to connect with people who want to hear it. Stories that aim to create fear or anger in a reader have defined a clear opponent, sets a line and informs on how that line was crossed.
While creating fear and anger in a reader’s mind is not the best way to get someone to buy muffins, online content should be making users feel something, whether it something that personally affects them, or confirming/attacking existing beliefs.
Next time you share marketing content online, think about what emotions it will generate. Having content that builds audiences and communities behind messages that make users fearful or angry will most likely be shared and lead to real world action, same way if you want to make people feel some warm fuzzies, pulling at heart strings will allow others to connect through something relatable.