Putting The Media In Social Media
Beyond communicating directly with potential customers, Social Media can be used to extend a campaign or reinforce a brand by using these outlets to publish content. This content should be bespoke web content. Created to engage viewers and build awareness around your brand, ultimately designed to turn customers into evangelists through viral networks and word-of-mouth advertising. Podcasts, live streamed events, online games: just some of the possibilities to take your brand into uncharted waters.
Branded content, the new paradign in online advertising, is an emerging form of content that presents an ad disguised as content. This is not a sneaky attempt by an advertiser to coerce a viewer into watching. In fact it is very specific content created to offer value to the viewer beyond simple “Here’s my product. It’s for sale”. From expensive, high-production value mini shows to lo-fi videoblogging, there is an entire universe of possibilities to explore. The point is to be subtle with sales proposition, avoid hard-sell “Get It Now” messaging, and focus on interesting and relevant topics that surround the brands ecosystem. The content could narrative and dramatic or comedic, with subtle product placement or subtle pre-roll/post-roll branding. Or it could take an educational tone, how to get the best out of the product, or tips on associated topics not directly related.
