Why are you using this particular channel? Is it just to maximise exposure? Or does the channel provide a specific advantage that you want to leverage? Using Instagram stories for example can have a unique benefit. ![]() Where will the content be consumed? Instagram caters to the casual user flicking through while waiting for the bus, while LinkedIn is more likely to be viewed from a desktop. Twitter shelf life is very short – posts only last about eight hours but can be gone in a split second for heavy users. Post frequency, too, should be dictated by awareness of user behaviour on respective channels. Facebook sees a large drop in engagement on the weekends and evenings for example. Twitter sees a much higher rate of engagement in the morning, while Instagram receives the most attention in the afternoon. When? – D ifferent channels vary in usage rates according to different times. Navigating different channels also demands tonal shifts. Instagram has a more casual, playful tone, so on the Pesel & Carr profile, our culture manager and resident dog Louis represents us there. He’s not so active on LinkedIn. Depop use it to conduct polls or ask basic questions: “What are your autumn essentials?” ![]() Twitter invites engagement too, but on a less sophisticated level. Meanwhile, Facebook is leveraged as a customer support channel, allowing the brand to listen to consumers and problem-solve. What are you trying to achieve? Which channel best suits your objective? Instagram is perfect for clothing retailers and fashion influencers – it is where Depop shines. The visual emphasis of the platform showcases the products, while its functionality allows users to view prices and link to the site to purchase. The demographic of 18 to 24-year old’s are cusp Gen Z, millennials who exhibit different social norms to those of previous generations. Some defining characteristics include a shorter attention span ( with a 12 second average for millennials and 8 for gen z) and higher levels of skepticism towards marketing than previous generations.ĭepop avoids traditional marketing approaches and keeps posts short and snappy to allow for maximum engagement. They also convey a sense of authenticity by sharing user generated content frequently. Targeting specific channels demands generational awareness. You may be interested in reaching a broad range of demographics, so tailor your content according to the audiences on each channel. Who are you trying to target? Different channels cater to different audiences. We like to think we do a pretty good job too. They are a social selling app that has generated millions of fans through a service described as part Instagram, part eBay. Creating synergy across all modes of communication is essential to ease the cross-platform experience, and to collectively reinforce the overall message and image of the brand.ĭepop are a brand who do this well. However, this doesn’t mean you can blurt out your communications across a plethora of channels with no strategic consideration. Doing so can compromise cost effectiveness, alienate or overload audiences and even undermine your brand’s voice.ĭevelop your strategy accordingly. Your audiences must be offered a unique experience across each channel – one that capitalises on the nuanced differences between each. When approached with proper strategy, social media can be leveraged with valuable results. ![]() When Don Draper presented an advertising campaign in the TV series Mad Men, he had the luxury of doing so within a limited range of traditional channels. But the marketing environment has changed. With the advent of social media, consumers are reachable through an ever-increasing range of channels. We like to think that if Don was working in this environment, he would have championed the power of synergy while still pining for the days when you could smoke in the office.
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