Also read: 7 key trends in social advertising for 2021 But how do you increase the human and authentic character of your campaigns? You lay a good foundation with these pointers: 1. Use automation This seems like a strange piece of advice. Yet automation is the solution to a difficult issue: how do you apply humanity on a large scale? It is simply impossible to stay close to the individual customer without some form of automation. Your customer base is (probably) simply too large for that. Social media platforms naturally already offer some possibilities for automation. For example, LinkedIn allows you to approach specific professions, and Facebook is strong in segmentation by interest. In other cases, a social advertising solution can offer a solution. Especially with more complex campaigns or when generating multiple creatives automatically.
Standard a Brand That Has Understood This Well Is Outdoor
For example, meal delivery company Deliveroo made smart use of this by promoting local restaurants to local residents via a social media campaign during the lockdown . This gave the campaign a personal character, and precisely this automation gave the company a human face. With diligent manual work, however New Zealand WhatsApp Number List involved and well-intentioned that may sound, this would never have been possible. video player 00:00 00:06 2. Use authentic content The use of stock material seems so tempting. For a few euros you have a technically perfect picture. Moreover, because of the huge range there is always something that fits. However, it is wise to be very sparing with stock material. It comes across as ‘cold’, anonymous and anything but authentic. Even when you do use your own photography or video, you have to watch out for authenticity. Don’t show your products more beautiful or better than they are. A well-known Dutch clothing brand can have a say in this.
Brand That Has Understood This Well Is Outdoor
This makes sense: customers were not given false expectations and were therefore less likely to be disappointed. 3. Show empathy and involvement Your brand does not exist in a vacuum, but is part of an increasingly complex society. A society in which many things go well, but which are far from perfect. It doesn’t help to pretend it isn’t. It is therefore important that you show that you are involved as a brand. For some brands, that also means that you have to be able to make a political statement every now and then. Many companies find this terrifying, because they are afraid to alienate part of the target group. Yet the reverse is rather true: a brand that doesn’t move does not build a bond with anyone. In addition, the people you alienate with a political statement were most likely not fans of your products anyway. Double standard A brand that has understood this well is outdoor clothing producer Patagonia. After storming the Capitol, they launched a campaign.