As was recently reported, in advertising, the connection between brand and customer requires – no, demands – greater transparency in the avenues of communication. The mantra of “quality over quantity,” is being infused throughout all methods of marketing, including social media, where it is especially relevant – and much needed at this time.
A review of Facebook’s reversal of fortune
As an example of the importance of transparency – or what happens when there is a lack of transparency – let us look at Facebook. Last year alone, this social media giant came under fire for:
- Its role in the Cambridge Analytica scandal
- A massive data breach
- Supplying user data to other tech companies
With the points listed above, it should come as no surprise of the sobering statistic pointed out by Fast Company, where Ryan Holmes referred to “Edelman’s 2018 Trust Barometer Report” of how 60-percent of people have become distrustful of social media. Unfortunate, but understandable. And this sense of distrust carries over and impacts the many brands and businesses that advertise on social media.
Are there answers for these brands that may risk losing customers who deactivate their social media accounts? Yes. Really good stories – literally.
So what’s the story (or stories)?
One of the most widely considered and pursued venues for advertising on social media this year is the “Stories” feature on Instagram, the photo-centric site owned by Facebook. (Ironic?) And much – if not all – of this interest in Stories directly corresponds with the public’s increased demand and need for transparency. Customers nowadays tend to rely more on personal recommendations from friends, many of whom are their social media contacts. These friends post stories of what brands or businesses they like, and other friends, followers, and contacts sit up and take notice – and may well become customers themselves. Thus, businesses looking to stay strong on social media will need to increase their Stories resources.
Stories with happy endings
Adam Levy, writing for The Motley Fool, claims that Instagram Stories may in fact save the day for parent platform Facebook, at least in the financial sense. Mr. Levy references two studies from eMarketer and Cowen, noting that while ad spend on Facebook is declining, video ad spending for Instagram Stories is projected to double in the next two years. Additionally, as Stories has products in the related apps of WhatsApp and Messenger, the visibility and marketing opportunity is genuinely fourfold. In short, stories are where the story of branding on social media is headed.
Moral of stories – literally and in regard to social media
After the upsets social media experienced in 2018, priorities are being changed and established. Where marketing on social is concerned, attention focuses on the genuineness of the relationship between brand and customer, both of which need to be more connected. Accomplishing this “more connected” feeling is through greater personalization. Everything from marketing emails to brand influencers must get to “know” each customer. And Instagram Stories is the emerging marketing trend that will help make this connection.
The social media marketing services at EGC Group can help promote the story of your brand. Contact us today to find out how .
