Why The Sales Message Has Been Removed From Social Strategy
Social media has long been a place of carefully curated content, a place for users to put the best version of themselves out into the world. But, a shift in attitude started during the pandemic and since then, users have become increasingly fed up with seeing a picture of perfection on their feeds. More and more, brand and influencer content is prioritizing an authentic look, feel and voice, bordering on “unhinged,” sharing the less glamourous parts of life in a behind-the-scenes and almost shocking attempt at exposing “real life.” Gone are the days of airbrushed pictures and heavily filtered photo editing. In come the viral behind-the-scenes and sad hamsters whose sole goal is to entertain. Does it make sense? Not always, but that’s the point! Social media has become a place of endless scrolling, with entertainment as its top priority.
The hallmark of “unhinged” content is the element of surprise and subversion of the norm. Using trending sounds and video templates allow brands to relate on a human level with their audiences, rather than simply promoting their products or services in an overtly sales-centric way. It also allows for fun - breaking from the corporate speak and style guides can be refreshing, both for brands and their audience.
From Duolingo to Ryanair, brands have been harnessing unconventional social strategies to reach audiences, particularly Gen Z and younger millennials. Even some political parties are hopping on the trend.
Collaborative Content
Unconventional content creates opportunities for humanized stories and unique points of view to bubble to the surface, all the while keeping brands top of mind. Without the hard sales pitch being front and centre, audiences are able to see and connect with a brand’s ethos and personality.
In their 2023 Trend Report, TikTok reports users also value collaborative storytelling now more than ever, with 72% of users finding value in connecting and bonding through shared life experiences on the app. Followers love feeling like they are able to help shape a brand - whether through dynamic comment sections or UGC. High-value content comes when consumers feel seen and heard, which can be as simple as engaging positively in the comment section or taking someone up on their content suggestion.
Plus, the beauty of this social strategy is it allows brands to have fun, putting creating a connection with potential consumers before all else . Plus, the removal of crazy special effects and fine-tuned editing offers a huge cost savings, not to mention time spent labouring over content development.
That said, this style isn’t one-size-fits-all. Know your audience - if you’re looking to get a larger social presence or a younger demographic’s support, then this might be the way to go, but that doesn’t mean you should abandon all other forms of customer acquisition. Finding the right strategy for the right audience is key, and brands should ensure they do their research beforehand, testing content performance to ensure stone is left unturned. When choosing more unconventional content, it is important to remember that not everything needs to break the norm. There is a fine line brands need to walk along, one that is educational, engaging, and creates positive awareness. Being silly 24/7 can take away from key messaging and dilute a brand’s voice, so it’s important to find a balance. Informative and educational posts still have a place on social media, and always will.
Do’s and don’t’s to Consider
DO be creative: Take some time to scroll through socials, see what’s trending, and what similar brands are doing right or wrong. Figure out what relates to your brand and your audience, and go from there.
DON’T copy: Even though you’ll be using the same audio or video template as many other users, put a unique spin on it that is true to your brand! Using pre-packaged content defeats the purpose.
DO comment if you don’t have an opinion: Nothing is worse than a brand not taking a stance. Users will see this as inauthentic and, frankly, boring. It doesn’t have to be divisive.
DON’T get discouraged: As with any social media strategy, not every post will be a viral hit. Trend cycles move fast, so stay positive and keep plugging away. Consistent posting is key.
DO engage ethically: Stay true to your brand’s core values and follow the same ethical guidelines you would in any social post. Stay away from harmful stereotypes, bullying, or anything that contradicts your brand’s mission. Think before you post. Brands can underestimate how easy it is to get cancelled - and that’s the last thing anyone needs.
DON’T try to save money with a one strategy fits all approach, as this will end up costing you in the end: Make modifications to your overall strategy as needed to ensure all consumer segments resonate with your brand. Remember, there is a different side of TikTok for everyone, not all FYP’s are the same.
The social media landscape is ever-changing. It is important to have a sense of what will POP, while staying true to your brand and messaging. For some, the road to success may lie in leaning into silly trends, but keep in mind that as with any other post, this strategy only works when used intentionally.
Written by Katie Allday