You’re reflecting on the previous year, while simultaneously planning for an upcoming one. And if your company is like a majority of the population, a new year always means resolutions: a promise of transformation.
Unlike most of the population, you can make sure your company actually follows through. One of the simplest (and cheapest) ways to transform a brand is social media. If your company has been on the fence about joining social media, well it’s high time you did. Even if you already have a stable presence and a significant following, there is always more you can do.
A recent Fast Company article examined the marketing success of Hendrick’s gin by analyzing what exactly makes this particular brand popular among Millennials, particularly hipsters, a harder to reach sect. One of the main takeaways is that these young consumers don’t respect money: they respect art. Millennial consumers do not like aggressive marketing. They like beautiful and interesting art and music—and any brand that incorporates that can gain the respect, and then the business, of a young consumer.
A fairly simple way for any brand to adopt these stealth-advertising practices is to revamp all your social media platforms and your website. Make sure that all platforms and your company website reflect your brand and are actually appealing.
You also may want to consider adopting some new social media platforms in the upcoming year. Instagram and Snapchat have been in the news a lot lately. They are the social platforms right now (with no signs of slowing in 2015)—gaining a diverse following and fast. Users of Snapchat and Instagram range from this grandpa (yes a grandpa), to popular magazines and to global brands. More importantly, Instagram and Snapchat seem to be the key to reaching, and keeping, the hardest consumers: Millennials.
So why are Instagram and Snapchat the foundation to making 2015 your year on social media? An article featuring the top companies on Snapchat looks at “Why It Works” for all twelve brands. The majority of the brands’ campaigns work because the platform allows consumers to gain unique, inside access to the brand.
Take for instance McDonalds, who frequently sends Snaps of famous celebrities at McDonalds restaurants: “using Snapchat as a way to give fans unique looks at their favorite athletes—who also happen to be in a McD’s spot—is (a) simple way to add value to its social presence.” Followers feel they receive an exclusive, real-time look at what goes on behind the making of a brand. As GE puts it, the “disappearing nature of its content engages repeat usage and provides us with a unique way to celebrate invention with an expanding community of young fans.” Your consumers want to be involved in their favorite brands and feel like it is an intimate (exclusive) relationship—Snapchat is one of the best ways to create this type of connection.
If you think Snapchat may be too much of a leap for your company right now, Instagram is also a good place to start when expanding your social media presence. Similar to Snapchat, Instagram allows your brand to document and share those behind-the-scenes moments with your consumers. It is also another way to demonstrate your company’s appreciation for art, a value you can share with your Millennial consumers. Even if your pictures are just shots of production or a few daily office activities now and then, your fans want to see them. Plus, Instagram recently declared that they have 300 million monthly active users, and those odds can’t hurt.
Before you dismiss the idea of utilizing these newer platforms, remember that at one point, you considered Facebook and Twitter to be unknown and possibly too complicated to bother with. Every new platform takes some adjusting. And if you are still hesitant, you can always outsource these new platforms. A social media marketing firm like Social Media Contractors can help you develop and implement your strategy for the newest platforms.
Image credit: CC by Ivan David VQ