Search for meaning, authentic content, need to create a link… The trend is “truth” and transparency. Today, digital is a tool for creating links. The consumer demands sincerity on various social media!
True reality and not a trend, the objective to aim for on the various digital channels is consumer engagement. And how to get it? A question that arises today where we see a detachment of consumers from brands, companies that focus only on a purely commercial aspect of the customer relationship.
It’s no longer a secret, if you want to energize your various digital channels (website, social networks, etc.), you need to give consumers the floor and let them interact with you. We will never stop repeating it: your customers are your best ambassadors.
Content and always more content
If I tell you advertising or emotional stimuli does that speak to you?
Two “technical” words that simply mean that the content that will increase the engagement of Internet users can be broken down into 2 key points:
Advertising: The ability to create entertaining content. You have all already lingered over videos (mostly about food or animals), content… to pass the time. It’s the same thing for your business! Try as much as possible to create content that will be entertaining for your community.
In this logic, Do not ask yourself these different questions: young people are on Snapchat, older people on Facebook or Linkedin… Ask yourself instead the question of how and why your consumers are on social media. Are they there to find information? Are they there to have fun, to share their experience? …
A vision that is close to reality because the profile of people present on social networks is constantly changing. It is no longer age or socio-professional category that determines whether or not consumers are present on social media.
In short, think about use and therefore entertainment to create ever more attractive and engaging content.
Emotional stimuli: Sincerity, unique experience…, today emotion is the key to creating commitment with consumers. It gives meaning and makes your business accessible. It is a unifier and creator of social ties with your community. Your ability to surprise, make people smile, entertain… will make you memorable. On socialmediagirls forum, girls interact with others from different regions and share their experience with each others. Concretely, try as much as possible to include your company in the daily life of your consumer to optimize the fact that he will associate your company with a moment of life and the emotion he felt at this precise moment.
For example, if you have an accessories shop (handbag), stage your products in everyday life situations by integrating the human factor as much as possible (giggling with friends in a restaurant, a mother and her child in a store…)
Another outstanding example, which shows us that emotion is the new spearhead: Intermarché. I let you discover or rediscover this advertisement.
And the consumer in all this?
But if everyone plays on the same board, how to create the difference? Won’t the consumer detect that this is just a way of instrumentalizing a commercial approach? To these two questions the answer is: sincerity. The consumer will be able to tell the difference between a company that is committed and a company that seeks to conceal commercial attention.
Even if your objective is to manage notoriety, traffic or conversion, your approach must be sincere. That you accept that the content you can create is not always a way to generate revenue. It makes it possible to animate, build loyalty, make it memorable… and encourages the consumer to speak up. Welcome to the era of emotional marketing!
