As social media applications have expanded their content generation tools over the past few years, consumers have had no shortage of unique photos and videos to share across all platforms. This has increased the pressure on brands who are offering photo/video engagements in their footprints. Social sharing has always been a metric that agencies and brands have used to gauge the success of their activation. One key metric that has gone down is the one-click sharing from emails. Consumers are sharing their content in less-trackable ways, which has forced impression-hungry brands to get more creative with their approach.
Consider reducing the amount of branding on the photo, or finding subtle ways to include product and brand messaging. Consumers are not all keen to be an online billboard for your brand. We have integrated the new iOS 11 depth capabilities into our photo engagement line-up, which allows brands to drop watermarks of logos behind consumers. Its not obtrusive to the quality of the photo, and also cannot be cropped out before posting!
Consumers are not posting the same things for each social media platform they are using, so don’t expect the to share the same content across Snapchat, Instagram, Facebook & Twitter. Get creative with content designed for a particular platform, and it will push them to share it both how and where you intended. MoZeus offers multiple-post collage options for photos, to give consumers a unique and artistic way to share their moments.
Nothing builds brand loyalty for consumers like getting some online love! Hearts, thumbs-up, views, comments, followers, likes… give them a photo or video that will resonate with their family, friends and followers. Offer something eye catching, such as a subtle cinemagraph or an animated GIF.
Consumers love to feel good and look good. Give them a chance to do both by offering a charity donation for posting your brand’s “cause-related” content. People love to be involved and will appreciate and easy way to give back. Sharing to their platforms can also be used as a tool to recruit others to the charity by offering a link for them to participate, or pledge themselves to the cause.
People are more likely to share something that they can relate to in some way. This could be through comedy, emotion or education. Creating a connection to a meaningful aspect of a consumer’s life will increase their likelihood of sharing branded content in a meaningful way. If they can relate, it is also more likely that their audience on social media will relate as well.
Click here to read more about The Science of Social Sharing.