Social Media Marketing Authenticity
A common problem we deal with in social media marketing has to do with authenticity. How do we set this client’s product apart from everyone else? On second thought, that is probably a problem among all facets of marketing.
But social media provides a plethora of advantages for advertisers. Since you are reading this article, I assume you probably know this. With these advantages comes new requirements. And it is up to us to exceed those requirements. So, how do we do this?
The main thing that separates social media marketers from, say, TV or print advertisers, is the fact that we need to consider the fact that people log on to their social media profiles with the intent of social interaction. No one gets on Facebook so that they can look at ads. It is this fact that warrants the phrase, “show and sell”.
The “sell” part doesn’t need any explanation. You are in business to make money, so you need to sell your stuff. The “show” part is where some people get a bit confused. In the past, advertisers were able to simply show the product they are selling with a bunch of text surrounding it screaming at buyers to Buy! Buy! Buy! For example, look at this 80’s BMW ad…
So. Much. Text. With one simple photo of the exact product they are selling. Back then, they “showed” the product simply by itself in order to “sell”.
Social media, whether we want to admit it or not, has shortened our attention spans to a degree. Today, an ad like this would return nothing. As marketers in the middle of the ever-changing atmosphere of social media, we need to change something in order to get results. We need to “show” something different in order to “sell”.
Today, that different thing is a lifestyle. People know what the product is that they are looking at. But they want more than just product in order to be convinced to buy. They want to see what the product can give you. Uppercut deluxe, an Australia-based men’s hair product maker, is amazing at this.
Their promotional videos don’t throw products at you with no real context. A majority of their ads show young, attractive individuals having fun. Something that most regular internet users long for. Between shots of motorcycles and surfing and skating and fun, we see quick little “mentions” of the product that these people are using. That is all viewers need. A quick mention of a product. Once this is established in a viewer’s mind, they give their viewers everything that the product can make you do.
For an example of what I mean by this, follow this link. You’ll know exactly what I mean:
Hopefully this helps you all adapt your advertising strategies to meet the needs of today’s social media user. If you have questions or comments, please post them below or send them to firstname.lastname@example.org.
– Alec England, Columnist, Centerlyne Design