08 Jun Social Media Content is More than a Photo
While an image or video on social can showcase a brand’s product, it doesn’t truly touch on the “what’s in it for me?” factor that consumers so often look for. Fans are more likely to engage with your brand if you can offer them value. Adding a social voice to your post gives you the ability to reach your audience and provides a better chance to connect with them on an individual basis. The humanization of brands is essential on social because it helps to stand out in an ever-changing landscape. Tactics such as integrating passion points, incorporating humor, and providing relevant real-time responses can assist with community growth, as can be seen below.
Time to crack open a cold one with the boys. pic.twitter.com/VWo2QH6rBl
— Wendy’s (@Wendys) June 1, 2017
Wendy’s has garnered a lot of attention over the past several months with their snarky tweets and scathing rebuttal. While some may be annoyed or bothered by this persona, the majority of their followers can’t help but retweet and even try to get roasted by the brand themselves. Their ability to stay relevant by discussing current trends and still drive awareness to their products is excellent… even if the trending meme may be terrible. Even in that case, they still maintain their witty personality by responding to negative comments, and generally turning the situation around or getting a laugh or two from other users.
Isn't it weird that in order to fall asleep you have to pretend like you are already asleep?
— Casper (@Casper) February 27, 2016
Casper is no stranger to an excellent social media presence. Their authentic personality and quick response times are what allow them to reach their target audience. The brand posts unexpected and interesting social content through the day and night, because they think it’s a necessity to be on 24/7, as everyone has a different sleep pattern. You’d never think that sleeping could be considered a passion point, but as a mattress company, it’s perfect.
One interesting thing about this brand’s presence though is that they rarely use images or videos with their snackable content. Most of the media included are either retweets that contain articles on sleep or GIFs in response to comments. Casper even won the 2017 Shorty Award for Twitter Presence, which goes to show that their unique, conversational tone truly has something going for them. (Also, shout out to our sister agency, Carusele, for winning the 2017 Small Agency of the Year at the Shorty Awards!)
Keep your friends close, your enemies closer, and your spouse/rival/murderous partner in crime closest. pic.twitter.com/VIlMhmdA2C
— Netflix (@netflix) June 3, 2017
While Netflix does use a lot of GIFs and content from their own shows included in their content, they also have the knowledge around those shows to interest even the most hardcore fans. The ability to establish and maintain that relevant brand presence means being aware of what is trending, and not revealing any spoilers to those who may be newer viewers as well. Retweeting content from relevant show handles, keeping up with fan theories, recognizing fan-favorite characters, and sharing up-to-date information about what will be added/removed from Netflix is crucial in understanding their audience, and yet they do it flawlessly. Did I miss anything? Probably, but Netflix wouldn’t.
👩🏻: i love pancakes
👨🏻: then why don't you marry them haha
(the next day)
👴🏻: dearly beloved, we are gathered here today…
— Denny’s (@DennysDiner) May 18, 2017
Denny’s is another great case for the idea that content is more than a photo because they also rarely include media. Their tweets include wit and emoji-laden jokes when necessary. Is it weird? Yes. Is it in touch with their audience? Definitely. The younger audience that Denny’s is trying to appeal to understands their jokes and their social relevancy. Their Twitter feed is filled with content just like this, and people love the cheeky personality and clever banter that Denny’s brings to the figurative table. They’ll bring breakfast to your actual table.
To create a voice that fits your audience, such as the brands above, think about basing it around your audience’s interests. A brand’s voice is everything from emoji’s and punctuation to the personality and tactics. The right levels for your brand can assist in engaging audiences and growing your community.
So, there you have it. Now it’s time to crack open a cold one with the boys, and let us know below which brands you think have a great social voice.