The ways marketers share has changed drastically in recent years, but what marketers share has stayed relatively the same. We are living in the information age, where we share more content, with more people than ever before. It is common knowledge that the incentives for consumers to share, such as prizes and discounts, celebrity appeal and Influencer connections, as well as brand loyalty help elevate content – but as marketers, our focus should be on what the consumer is looking for.
The below four points explore how marketers can ensure they’re equipping consumers with share-worthy content:
Provides Value to the Consumer
Before a campaign begins, marketers should seek to understand what value the consumer will get from seeing the content, as well as what their motivation for sharing the content with their community may be. Messaging from a brand should be targeted and designed to appeal to the brand’s primary fan base in order for them to add value and build trust. If a brand already holds the trust of its audience, they should look to maintain it through sharing consistent and relevant information – like 360i client USA Network does by regularly delivering effective messaging to their community about new shows or season debuts.
Reflects the Consumer’s Identity
What friends and followers think of your personal vacation or brunch photos are part of your perceived online personality. When creating content, brands should consider that consumers are going to share content that fits with their own personal brand or identity. Creating interesting and clever content helps brands get a foot in the door, and will likely set a precedent for future sharing and engagement. With the amount of platforms currently available, consumers have many options for what they view and share. This is when knowing your audience really comes into play in driving the success of a campaign or content series.
Evokes Consumer Connection
Content that makes consumers laugh, inspires them, motivates them or makes them feel something positive is more likely to be shared by consumers and will help build consumer engagement with brands. 360i client Hanes’ Facebook nod to Mean Girls for example engaged fans with humor and in return was positively received and shared. Marketers aren’t looking for consumers to just purchase a product; they are looking to form a personal and emotional connection with them. When a consumer logs into a social network, they are usually looking to connect, learn and be entertained. Marketers should consider what will trigger a fan to share their content, and build that into their content strategy and brand tone-of-voice.
Breaks Through the Clutter
Social content is becoming increasingly visual. This is evident in the continuous re-developing of Twitter and Facebook layouts, as well as in the fact that some of the most active channels (think: Pinterest, Instagram and Snapchat) are multimedia based. For a brand to break through the saturated marketplace it must have an ownable look. To achieve this, content strategy and creation should follow similar guidelines; whether that means creating content templates, leveraging consistent and premium design or staying relevant to consumers through active social listening. Brands like Simply Orange Juice (360i client), for example, have seen success using minimalistic, vibrant imagery to break through the clutter.
Marketers should never forget what the consumer is looking for and what excites them. It is important to not just create content for the sake of creating content, but to always have an objective in mind, and to create content that engages consumers and helps them define who they are as individuals.