Social networks are now an integral part of brands’ media plans, offering the opportunity for a direct relationship with their fans and customers. But how can we not be dependent on the algorithm of social platforms and go beyond advertising discourse?
Facebook, Instagram, YouTube, TikTok… The social ecosystem of companies has gradually expanded, allowing brands to communicate directly with their community. They have also developed a more conversational and less advertising approach, varying the content posted: product presentation, inspiration video, survey, live streaming… “In recent years, companies have discovered the freedom of being able to speak directly to their audience, without the intermediation of distributors or the media”, confirms Pierre Etienne Boilard, CEO of Social Playground, specializing in social media strategy.
A new addiction to social platforms?
“However, this communication in social media is not that direct, since it is very dependent on the algorithms of the different social networks and many brands find themselves supporting their posts with paid advertising to ensure that they are sufficiently visible to their target audience. They are therefore, in a certain way, intermediated again…”, he continues. How then can we emerge in a saturated social environment, where hundreds of millions of pieces of content are shared every day and where, it seems, algorithms rule the roost?
A strong expectation of authenticity
One of the keys seems to be that of authenticity, where users, and in particular Gen Z, are expecting content that is unretouched and aligned with the reality of the brand or company: no greenwashing for example. “Social networks are an intimate ecosystem: we often consult them on mobile, we share moments of life and personal reflections… The content posted by brands must therefore be designed as close as possible to reality while providing informational, inspiring or simply functional value, but they cannot be purely advertising”, confirms the CEO. An approach confirmed by the attraction for UGC (User Generated Content) and content creators. The consumption of content offered by brands is therefore increasingly chosen rather than endured… The challenge then consists of being a source of added value!
The advantages of the media
To support them in this more editorialized communication approach, brands are turning again to the media, for several reasons: “The media have this double guarantee of trust and expertise, which makes it possible to give credibility to the messages advertisers while maximizing engagement, which is the sole judge of the performance of the content broadcast. In addition, they already have large qualified audiences which allows them to maximize exposure to ensure they reach a wide audience. target (which influence and content creators do not allow) at a moderate cost The mobilization of one or more media will thus restore meaning, to go beyond the advertising register, on an entertainment register. or practical and useful (tutorials, etc.) Finally, in all cases, carrying out environmental, social or societal commitments allows us to enter into a dynamic of “echo of values”, which promotes commitment. “, concludes Pierre Etienne Boilard.
Source: www.e-marketing.fr
