Dear companies, your social media marketing is tedious and it’s cheapening your brand – The Peak Singapore
The social media landscape is in a dire state. Our feeds have gone from looking like boutique fairs to crowded neighbourhood strata malls, and influencers resemble coupon books more than creatives. As The New York Times tech writer Tiffany Hsu puts it, were in a a junk-ad epidemic because online, ads are sometimes most successful when they are eye-catchingly terrible.
As a content creator and social media consultant for companies, I witness the deterioration of both these camps daily. Beyond having over 140,000 followers across TikTok and Instagram, I have a company, Myriad Media, which consults clients on how to better their social media game. My day job is to help brands navigate this slippery slope of cringe and, well, it has not been easy.
The issue, I reckon, is that the over-commercialisation of social media is being fuelled by companies overly obsessed with measuring Return on Investments (ROI). It is evident in their ads, which are often excessively flashy, salesy, loud, and, often have knock-on effects on how they work with influencers. As a result of pressure from their clients, many content creators are starting to lean into clickbait to push fast sales rather than selling through compelling narratives that make them attractive advertisers to begin with.
The fundamental issue at play is how social media marketing teams work. They are increasingly coerced by their companies to report relentless increases in sales and profits. As a result, they are losing sight of the big picture that storytelling and brand building are at the heart of successful long-term marketing campaigns.
Lets look back to the days when advertising primarily took place on billboards, TV, and radio. There was no way to track how many individuals who saw an ad on the train or during the breaks of their favourite sitcom were being converted into buyers or clients. As a result, creative agencies had to ensure their ads were so compelling that as many viewers as possible would become customers.
Today, the landscape has changed. With the advent of social media analytics, companies mistakenly believe they now have, at the palms of their hands, a shortcut to accessible (and cost-effective) advertising. We are seeing captivating ads being replaced by the magnitude of methods that give marketers the highest click-through conversions on posts. These methods big discounts, catchy promotions, and hard-selling will deteriorate a brands image without storytelling and compelling narrative-based advertising.
After all, in the words of marketing strategist Seth Godin, people do not buy goods and services. They buy relations, stories and magic.
The issue isnt so much that click-throughs arent effective metrics of success. The issue is that they usually do less for a brands longevity and image than many think. Hard selling, for example, may bring in some sales. But what has it done for the brands image? What story of the company have viewers left with? Do they know anything about the brands values, history, how far it has come or its beginnings?
There are so many more opportunities to give clients an idea of what a brand is truly about through ads that include forms of storytelling. And while these ads arent pushy about making sales, they bring them in regardless just at different timelines. When you make storytelling content, both for yourself and with content creators, you are slowly, brick by brick, building a persona for the company. Eventually, this will reach the people who share the companys values and, most importantly, need the product or service you sell, thereby increasing the chances of them becoming loyal customers.
For instance, my most effective campaigns as an influencer came from videos that were so authentic that you could almost not even realise it was an ad. One of these a campaign spanning multiple videos on both my profiles and the clients account doubled the companys monthly sales in a few months.
Starbucks changed me Im a city gurl now
This is not the same campaign as the one mentioned above, but this TikTok ad I made for Starbucks did very well, likely because it mixed narrative and humour, and featured a strong character (the Italian abroad).
This is where the art of sandwiching comes in, where you layer the product, service, or promotion between folds of compelling narrative. The story draws the viewer in and eventually converts into a customer. While the immediate gain in sales may be lower than a straight-forward promotional video, when done correctly, video after video, photo after photo, this method can grow your brand awareness so vast that the sales will inevitably follow through.
If this style of marketing is neglected, marketers will struggle to constantly stay afloat in the loud and ever-changing social media landscape. They will be continuously stuck constructing quick promotions and sales to be advertised and boosted online, then rinse and repeat when the last one loses relevance.
While I was looking to promote a new experience and deal available at this restaurant, I did it here by subtly bringing it up in a vlog.
Over the past few years, we have seen social media change drastically. Apps like TikTok and features like Instagrams Reels and Shorts have gone from not existing to taking up colossal amounts of attention online. Still, despite these and countless more changes, KPIs in marketing teams have mainly (and strangely) remained the same.
The biggest mindset shift marketers need is to fundamentally remove the notion that social media marketing literally means making advertisements in the traditional sense online. There are so many more ways to raise the status and awareness of a brand now without having to turn to commercials.
Embedding product or business mentions in storytelling is one way, but there are countless others as well. Marketing professional Coco Mocoe, host of the Ahead Of The Curve With Coco Mocoe podcast, explains that sometimes, the most innovative advertising campaigns are about indirectly creating a feeling in a consumer that your brand is the best, without spelling it out to them.
If I were trying to promote a makeup line, I would pay an influencer to use a subpar brand, she explains. (I would get the influencer to say): Im (using) a dupe right now of this brand because I couldnt get my hands on this brand, Im going see if its the same.
That elevates your brand immediately, she continues. If there is something perceived of lower quality than what you offer, it establishes that you are higher than that thing, a fellow marketer on her podcast chimed in.
Today, tech giants continue to gatekeep organic reach in hopes that brands spend precious ad dollars. Save your money, brands, because content creators like me have better chances at attaining that precious paid reach because consumers value interpersonal social authenticity.
But it doesnt mean companies should work with a creator simply because thats what everyone else is doing. Brand messaging is a critical consideration when partnering with influencers. Companies should identify influencers whose values and content align with their own and who can organically infuse their service or product in their content lineup.
An example of excellent influencer marketing by Malaysian content creator, Jenn Chia. Her campaigns often start with a story that hooks viewers in before going into the product she is advertising.
Still, if fast-turning sales KPIs are the goal (which is completely valid in the grand scheme of marketing efforts), then working with dedicated online sellers is an avenue they can explore. But companies that value sophistication and storytelling should always invest in working with influencers who turn to narrative content over hard selling, firm in their belief that the creator they work with is a direct reflection and representation of their brand.
Do you see yourself as a strong and sophisticated brand? Then, forking out a certain amount to work with creators with loyal followings and clever narratives should be budgeted in. If youre only making coupon code ads that users skip with a flick of a finger, ask yourself: Is this all your brand is worth?
Visit link:
Dear companies, your social media marketing is tedious and it's cheapening your brand - The Peak Singapore
- NFL Schedule Release: the Super Bowl for Ticket Sales, Social Media - Sportico - May 15th, 2024 [May 15th, 2024]
- Emplifi Earns Nine 2024 Top Rated Awards From TrustRadius - Martechcube - May 15th, 2024 [May 15th, 2024]
- Let them create: Social media marketing expert weighs in on working with creators amid potential TikTok ban - eMarketer - May 15th, 2024 [May 15th, 2024]
- Aki Technologies and @dudewithsign Partnership Promotes Elevated Social Marketing Standards - EIN News - May 15th, 2024 [May 15th, 2024]
- CP LAND Wins Asia's Best Social Media Advertising Campaign - Bangkok Post - May 15th, 2024 [May 15th, 2024]
- Social Media Market 2024-2030 Giants Spending is Going To Boom | Sprout Social, Brand24, Statusbrew, AgoraPulse ... - openPR - May 15th, 2024 [May 15th, 2024]
- Study: 55% of businesses plan to increase their use of AI tools in social media strategies - Marketing Interactive - May 15th, 2024 [May 15th, 2024]
- Fast facts: What's the social sentiment like as Lawrence Wong becomes PM? - Marketing Interactive - May 15th, 2024 [May 15th, 2024]
- Social Media Management Market is expected to reaching nearly US$ 98.49 Bn in 2030 As Revealed In New Report - WhaTech - May 15th, 2024 [May 15th, 2024]
- Using LinkedIn to Increase Your Sales - Social Media Examiner - May 11th, 2024 [May 11th, 2024]
- Using LinkedIn to Increase Your Sales - Social Media Examiner - May 11th, 2024 [May 11th, 2024]
- AI social media post generator and manger Unum saves time - Cult of Mac - May 11th, 2024 [May 11th, 2024]
- AI social media post generator and manger Unum saves time - Cult of Mac - May 11th, 2024 [May 11th, 2024]
- Op-Ed | How Long Will the Luxury Myth Last? - The Business of Fashion - May 11th, 2024 [May 11th, 2024]
- Op-Ed | How Long Will the Luxury Myth Last? - The Business of Fashion - May 11th, 2024 [May 11th, 2024]
- Social Stealth: The Art of Marketing Without Mentioning It - YourStory - May 11th, 2024 [May 11th, 2024]
- Social Stealth: The Art of Marketing Without Mentioning It - YourStory - May 11th, 2024 [May 11th, 2024]
- TikTok is first social media platform to label AI-generated content - Marketing Beat - May 11th, 2024 [May 11th, 2024]
- TikTok is first social media platform to label AI-generated content - Marketing Beat - May 11th, 2024 [May 11th, 2024]
- The Power of Influencer Marketing in Direct Selling: Leveraging Social Media to promote brand - Indiantelevision.com - May 11th, 2024 [May 11th, 2024]
- The Power of Influencer Marketing in Direct Selling: Leveraging Social Media to promote brand - Indiantelevision.com - May 11th, 2024 [May 11th, 2024]
- The Top 30 Social Media Influencers Worldwide - Search Engine Journal - May 5th, 2024 [May 5th, 2024]
- Global social media ad spend to approach 200bn in 2024 - Marketing Week - May 5th, 2024 [May 5th, 2024]
- 16 Of The Best Social Media Marketing Courses in 2024 - Search Engine Journal - May 5th, 2024 [May 5th, 2024]
- Heres what Bumble was teasing with its Renaissance art-themed Instagram posts - Ad Age - May 5th, 2024 [May 5th, 2024]
- LinkedIn Data Shows Social Media Marketing is the Most In-Demand Skill on the Platform - Digital Information World - May 5th, 2024 [May 5th, 2024]
- SEC charges Trump Media auditor with 'massive fraud' on hundreds of companies, imposes lifetime ban - CNBC - May 5th, 2024 [May 5th, 2024]
- Compliance makes social media healthcare marketing hard but creativity always wins - The Drum - May 3rd, 2024 [May 3rd, 2024]
- LinkedIn Updates: Short-Form Video, Premium Company Pages, and More - Social Media Examiner - May 3rd, 2024 [May 3rd, 2024]
- Humanizing Brands: How brands are creating authentic connections through social media - Adgully - May 3rd, 2024 [May 3rd, 2024]
- A2Z Media Celebrates Nissan Qatar's Award Wins for Marketing Performance and Social Media | LBBOnline - Little Black Book - LBBonline - May 3rd, 2024 [May 3rd, 2024]
- Social Media Analytics Market Sees Unprecedented Growth Driven by the Growing Influence of Social Media on ... - StreetInsider.com - May 3rd, 2024 [May 3rd, 2024]
- Executives from top Memphis-area social media firms weigh in on trends, AI - The Business Journals - May 3rd, 2024 [May 3rd, 2024]
- Master Social Media Marketing with Tips from Small Business Experts - Small Business Trends - May 3rd, 2024 [May 3rd, 2024]
- Influencer relationships (with consumers & brands) are evolvingwhat does that mean for marketers? - Sprout Social - May 3rd, 2024 [May 3rd, 2024]
- What is influencer marketing? Grow your market through social media - Simply Business knowledge - May 3rd, 2024 [May 3rd, 2024]
- The Rise of AI Influencers: Exploring the Future of Social Media - AutoGPT - May 3rd, 2024 [May 3rd, 2024]
- As TikTok ban threatens stability in social media ecosystem, some brands settle into the fediverse - Digiday - April 28th, 2024 [April 28th, 2024]
- Gen Zers in marketingwhy executives must embrace their ideas for social media success - Ad Age - April 28th, 2024 [April 28th, 2024]
- 9 Best Business Automation Software in 2024 - eWeek - April 28th, 2024 [April 28th, 2024]
- The 2024 Influencer Marketing Report - Sprout Social - April 28th, 2024 [April 28th, 2024]
- Why the U.S. Is Forcing TikTok to Be Sold or Banned - The New York Times - April 28th, 2024 [April 28th, 2024]
- Social media marketing strategies to avoid in 2024 - Android Headlines - April 28th, 2024 [April 28th, 2024]
- Time to Buy Meta Platforms (META) and Other Social Media Stocks as Earnings Approach? - Yahoo Finance - April 28th, 2024 [April 28th, 2024]
- A US TikTok ban could take a bite out of small businesses - BBC.com - April 28th, 2024 [April 28th, 2024]
- How Pastor Chad Nedohin Helped Turn Trump Media Into a Meme Stock - The New York Times - April 28th, 2024 [April 28th, 2024]
- Content That Triggers Massive Reach on Social Media - Social Media Examiner - April 20th, 2024 [April 20th, 2024]
- APA report calls on social media companies to take responsibility to protect youth - APA Psychology News - April 20th, 2024 [April 20th, 2024]
- AirChat Uses Voice Technology to Stand Out in Social Media Market - PYMNTS.com - April 20th, 2024 [April 20th, 2024]
- Gen Z is turning traditional marketing on its head, making social media their primary marketplace, entertainment hub ... - CXOToday.com - April 20th, 2024 [April 20th, 2024]
- Influencers Harness AI to Boost Fame and Fortune - PYMNTS.com - April 20th, 2024 [April 20th, 2024]
- Trump's social media company will go public after merger with shell company is approved - WDSU New Orleans - March 24th, 2024 [March 24th, 2024]
- Navigating the Uncharted Territory of Social Media Marketing - WebProNews - March 24th, 2024 [March 24th, 2024]
- YouTube Updates: Shorts Features, Creator Tools, Podcasts, and More - Social Media Examiner - March 24th, 2024 [March 24th, 2024]
- Reddit prices IPO at $34 per share in first major social media offering since 2019 - CNBC - March 24th, 2024 [March 24th, 2024]
- What Reddits IPO means for Redditors and what could change - The Washington Post - March 24th, 2024 [March 24th, 2024]
- Reddit shares priced at $34 in largest IPO by social media company in years - The Guardian - March 24th, 2024 [March 24th, 2024]
- How does Trump stand to make $3bn from Truth Social being listed on the market? - The Guardian US - March 24th, 2024 [March 24th, 2024]
- Supreme Court appears favorable to Biden administration in social-media case - MarketWatch - March 24th, 2024 [March 24th, 2024]
- Social media marketing alters the ad landscape with a focus on sustainability - Campaign Middle East - February 20th, 2024 [February 20th, 2024]
- Social Media Marketing In the Digital Age - MarTech Outlook - February 19th, 2024 [February 19th, 2024]
- Valentine's Day takes over in SG: Brands share their unique love stories on social - Marketing Interactive - February 19th, 2024 [February 19th, 2024]
- How brands are planning to navigate the social media & marketing landscape in 2024 - The Drum - January 16th, 2024 [January 16th, 2024]
- Driving Conversions With Hyperlocal Social Media Marketing - NeilPatel.com - January 16th, 2024 [January 16th, 2024]
- 13 Social Media Experts Offer Their Predictions For 2024 - Search Engine Journal - December 30th, 2023 [December 30th, 2023]
- Social T Marketing & PR Expands Team with 2 New Hires - The Valley Ledger - December 17th, 2023 [December 17th, 2023]
- Consumers to abandon social media but accept GenAI search results marketing survey shows - Moonshot News - December 17th, 2023 [December 17th, 2023]
- Labour must straddle the education divide to achieve victory - The Social Market Foundation - December 1st, 2023 [December 1st, 2023]
- Public opinions and social trends, Great Britain: 15 to 26 November ... - Office for National Statistics - December 1st, 2023 [December 1st, 2023]
- Destinations weigh up impact of AI - PhocusWire - November 23rd, 2023 [November 23rd, 2023]
- Sociable: Will chaos at OpenAI benefit social media's AI projects? - Marketing Dive - November 23rd, 2023 [November 23rd, 2023]
- Big Bang Social & Comscore Partner to Revolutionize Creator ... - Adgully - November 23rd, 2023 [November 23rd, 2023]
- USF researchers help reduce lead levels in Madagascar drinking ... - University of South Florida - November 23rd, 2023 [November 23rd, 2023]
- 5 marketing lessons from the Taylor Swift and Travis Kelce romance - Kansas Reflector - November 23rd, 2023 [November 23rd, 2023]
- Apple and Disney Halt Ads on X After Musk Endorses Antisemitic Post - The New York Times - November 23rd, 2023 [November 23rd, 2023]
- News Release Holidays at the Market Returns Sunday with ... - City of Rochester (.gov) - November 23rd, 2023 [November 23rd, 2023]
- SMF responds to Autumn Statement 2023 - The Social Market Foundation - November 23rd, 2023 [November 23rd, 2023]
- Dove partners popular virtual ghost influencer in latest positivity push - Marketing Interactive - November 23rd, 2023 [November 23rd, 2023]
- This social media app is surprisingly the most popular among online ... - Marketing Interactive - November 23rd, 2023 [November 23rd, 2023]
- California Clean Boating Network (CCBN) Meeting The Log - The Log Newspaper - November 23rd, 2023 [November 23rd, 2023]
Tags: