In the ever-evolving world of marketing, staying ahead of the curve is crucial. At Abovo, we understand the power of strategic, authentic, and consistent marketing efforts. Recently, we presented key insights and actionable tips at AdShark Marketing’s re:Commerce event to help brands in creating organic content. Here, we share these valuable takeaways and tips with tangible examples from real-life brands. Takeaways are objective actions that you should be implementing now, while tips are subjective pieces of advice based on our experiences. All tips and takeaways below are centered on the importance of an authentic social media presence and generating organic content. A strong social media presence is essential for any brand. It’s not just about being visible; it’s about being authentic and engaging strong social media presence is essential for any brand. It’s not just about being visible; it’s about being authentic and engaging.
Takeaway
#1
Authenticity Resonates with Audiences
ACTIONABLE: Write down your brand’s voice/personality to ensure consistency in all communications.
Authenticity in marketing means being true to your brand’s values and communicating them honestly. Consumers today are savvy and can easily detect when a brand is being insincere. Authenticity builds trust and loyalty, which are essential for long-term success.
EXAMPLE: Patagonia
Patagonia’s “Don’t Buy This Jacket” campaign urged consumers to consider the environmental impact of their purchases, reinforcing their commitment to sustainability and resonating authentically with their audience.
Tip
#1
If You're Trying Too Hard, It's Probably Not Authentic
ACTIONABLE: Ensure your social media voice feels natural and not forced.
Sometimes, brands fall into the trap of trying too hard to appear relevant or trendy, which can come off as forced. Staying true to your brand’s voice and values is key to maintaining authenticity and building genuine connections with your audience.
EXAMPLE: Wendy's
Wendy’s X account is known for its witty and authentic voice, which resonates well with their audience and feels genuine.
Takeaway
#2
Find the Right Person
ACTIONABLE: Delegate social media tasks to team members who enjoy and excel at it.
Managing social media effectively requires someone who understands and loves it. The right person will be passionate about your brand and have the ability to convey its voice authentically. This person will engage with your audience in a meaningful way, making your brand more relatable and engaging.
EXAMPLE: Glossier
Glossier’s founder Emily Weiss, a beauty influencer, shaped the brand’s voice, making it relatable and authentic to its audience.
Takeaway
#3
Predictable Consistency is Key
ACTIONABLE: Choose a realistic posting schedule (daily, weekly, etc.) and stick to it.
Consistency in posting builds anticipation and keeps your audience engaged. Whether it’s daily, weekly, or monthly, maintaining a consistent schedule shows reliability and helps to keep your brand top-of-mind. It’s better to post less frequently with regularity than to post sporadically.
EXAMPLE: Moz
Moz’s “Whiteboard Friday” video series is a weekly fixture that educates and engages their audience, building a loyal following.
Tip
#2
Use Pop Culture and Trends to Your Advantage
ACTIONABLE: Monitor events and trends relevant to your audience and create quick, clever content that aligns with these events.
Leveraging pop culture and current trends can significantly boost engagement. By creating content that aligns with popular events or trending topics, you can capture the attention of a broader audience. However, it’s important to ensure that these trends are relevant to your brand and audience.
EXAMPLE: Oreo
Oreo’s tweet during the 2013 Super Bowl blackout, “You can still dunk in the dark,” went viral, showcasing the power of timely and relevant content.
Takeaway
#4
Leverage Video Content
ACTIONABLE: Implement video content in a scalable and realistic way for your brand.
Video content is one of the most engaging forms of media. It allows you to tell your brand’s story in a dynamic and compelling way. The key is to use video in a way that is scalable and realistic for your brand. Remember, videos don’t need to be professional to be effective.
EXAMPLE: GoPro
GoPro’s YouTube channel features user-generated content that showcases their products in action, engaging viewers with dynamic video content.
Takeaway
#5
Be Consistent with Your Branding
ACTIONABLES:
1. Develop a social media style guide outlining visual and non-visual elements.
2. Stick to your style guide without exceptions.
Consistent branding across all channels helps to create a cohesive and recognizable image for your brand. This includes maintaining the same visual elements, tone of voice, and messaging. Consistency builds trust and reinforces your brand identity in the minds of your audience.
EXAMPLE: Coca-Cola
Coca-Cola maintains a consistent brand image across all marketing materials, making their brand instantly recognizable.
Takeaway
#6
Engage with Your Audience
ACTIONABLES:
1. Set realistic rules for engagement (e.g., respond to every comment or specific types of comments).
2. Stick to your engagement strategy consistently.
Engagement is about more than just responding to comments. It’s about creating meaningful interactions that build relationships and foster loyalty. By engaging with your audience, you show that you value their input and are committed to providing a positive experience.
EXAMPLE: Delta Air Lines
Delta actively responds to customer inquiries and feedback on social media, demonstrating their commitment to customer service and building stronger relationships.
Tip
#3
Respond to Comments Thoughtfully
OUR RULES:
1. RESPOND to positive comments.
2. RESPOND to objective negative feedback.
3. AVOID engaging/do not respond to subjective negativity.
4. NEVER delete comments (including your own).
Responding to comments is a crucial part of engagement. Positive comments should always be acknowledged, and objective negative feedback should be addressed constructively. However, avoid engaging with subjective negativity as it can lead to unproductive interactions. Transparency is key, so never delete comments.
EXAMPLE: Netflix
Netflix engages with both positive and negative feedback on social media, maintaining transparency and fostering a loyal community.
Final Thoughts
By integrating these strategies and learning from successful brands, you can elevate your marketing efforts and build a stronger, more authentic connection with your audience.
