Tell your story by tapping into the power of Facebook and Instagram stories
When Facebook and Instagram launched stories features, they enabled users to generate content in a similar way as traditionally done in Snapchat; photos and videos posted as stories disappear within 24 hours.
Millennials have adopted Snapchat as a way of communicating and sharing. Having similar features available on other social media platforms is likely to influence online communication and consumption by others than just the 18-34 age group.
What does this mean to brand builders?
Storytelling has long been central to strong brands. It is a way of distinguishing yourself from competitors and connecting with your audience. Stories of how your company came to be, what motivates you and your team, or behind the scenes of your award winning products all help connect you with your audience on both an emotional and practical level.
Facebook, Instagram and Snapchat stories offer a great platform for this kind of storytelling. Snapchat has offered brands great opportunities to share exclusive content and promotions while increasing advocacy and loyalty through user generated content. The whole concept is perfect for real time social media marketing.
Responsive branding has been talked about for a while now in the marketing world, and this reflects a larger need for authenticity. Before this, ‘brand’ used to mean a mark of excellence – something that a consumer can trust – but in the age of abundant information, this definition of branding has become obsolete. That’s because people have access to a lot of information, which enables them to make more rational decisions when it comes to purchases. So when a brand embraces this transparency, it is likely to appeal to the well informed consumer.
Behind the scenes shots, making of videos, introducing team members of a particular brand, are all great ways of enhancing this authenticity, and showing who you are as a brand. Melinda Partin said it best:
“At its very core marketing is storytelling. The best …. campaigns take us on an emotional journey — appealing to our wants, needs and desires — while at the same time telling us about a product or service”.
In short, the times of calculated image building are behind us. To stay flexible yet consistent in this day and age puts ever more emphasis on the core identity of a brand — on the purpose and values of an organisation.
Even though your video will disappear within 24 hours, with the right approach, your brand identity won’t. At Luku, we help you define who you are and how you can embrace new channels of communication.
Short video clips are a way of staying flexible and getting your customers to generate content for you is also a great way of turning customers to advocates, which is something that every brand should aspire to.