A recent study by global market research company Kantar TNS found that many consumers feel bombarded by branded content on social platforms such as Snapchat or Instagram, with 34pc saying they feel “constantly followed” by online ads.
The report, which analysed the views and behaviours of 70,000 internet users across more than 50 countries, found that people are turning their back on brands, with 26pc of respondents saying that they “actively ignore” brand posts or advertisements.
With consumers targeted at every opportunity online, the challenge for marketers is how to get a brand’s message across in an authentic way without negatively impacting on the user experience. We spoke to some of the UK’s top digital marketing agencies to get their thoughts on just that.
Tailor your content strategy to suit your audience
“Consumers have more choice regarding the media they consume and can pick and choose content that’s strictly relevant to them. If an irrelevant brand keeps paying to pop up on their Twitter feed, they’re going to block it. And even if a brand they love starts posting too much content, the consumer is likely to feel it is spam.
“Brands need to understand how their target audience uses each channel and tailor their content strategy to suit. Produce content that people want to see and actively look for, and as the technology develops, make the most of it.
“We love the campaign for the Channel 4 TV series, Humans. The marketing team has created a full social presence for the show’s fictional robotics company, Persona Synthetics. The company has awebsite and social campaign focusing on a ‘product recal’, with all the social channels you would expect from a corporation. It even allows consumers to interact with fictional robots via Facebook Messenger.
“It makes the most of the creative possibilities opened up by social media. The campaign actively invites people to take part in the campaign, enter the show’s world and interact with it.”
Robin Grant, global managing director, We Are Social
Engage influencers to deliver the message for you
“Three key reasons consumers find branded posts intrusive are: firstly, the content isn’t relevant or beneficial to the audience; secondly, the customer sees the same post repeated over and over again; and finally, the look and feel of the creative is clunky and not native to the platform. The content simply isn’t providing any value to the customer.
“If you get those three things right, an additional route is to engage relevant professional influencers to deliver the message for you. They will make sure it’s relevant to their audience, the creative will feel natural to their platform, and they will be smart about how they weave any marketing message into the content they post.
“We tried this route in a collaboration between YouTube vlogger,Jimmy Hill, and Peugeot. The objective was to raise awareness of a car aimed at a younger driver. There was a good balance between Jimmy’s style of content (which his audience will recognise) and the benefits of the car, which were carefully weaved into the narrative without it feeling too heavy-handed.”
Dominic Cook, co-founder and CEO, 33Seconds
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