Marketers often seek fresh ways to interact with consumers using social media.
Millennials and Gen Z buyers are seemingly always logged on. When you’re attempting to navigate the depths of cyberspace—and engage with younger consumers—is there a way to ensure meaningful interaction?
Tug Agency social media strategist Dan Brown says that when it comes to using fast-paced channels such as Twitter, brand managers should focus on offering a vibrant experience.
Here’s what that means, from a recent Tug Agency case study:
Using Twitter’s Periscope app, Tug set out to livestream a Samsung Galaxy S7’s first day on earth and let viewers guide the stream in real time via Twitter polls for the first time.
Phone users eagerly congregate online around the launch of major new phones, and an imminent flashpoint was the [recent] release of the Samsung Galaxy S7. As the earliest adopters got their hands on the device, [our client, phone and tablet case manufacturer] tech21 [wanted] its unique products at the center of real-time conversation.
Engagement
The social media experiment garnered a huge amount of online attention. It tallied roughly 1 million impressions, 16,000 engagements, 8,100 “hearts” on Periscope and more than 11 hours of live-streamed content, the case study states.
How did it reach so many people? Brown points to its relevancy and entrainment value, and he offers a few tips for how brand managers can improve their social media content.
Brown says:
In terms of better connecting with younger consumers, brand [managers] need to drop their barriers and ego and give people what they want: Content that is relevant, informative and entertaining. That means looking past your product and creating content that people want to read, watch or look at. With the #NYCOnTheMove activity, we aimed to be relevant through the new Samsung S7 that was generating plenty of conversation both online and offline. It was never about phone cases, it was all about experiencing New York through the lens of the [product]. It was something that really seemed to resonate with people.
Content
Social media campaigns can leave an organization’s content at the mercy of its audience. In Tug’s case, it let the Twittersphere guide the client-branded Periscope stream around New York City.
Combining live content and engagement in real time gave the brand’s followers a boost. Brown thinks users were interested because of the authenticity of the video. He believes people are increasing their willingness to interact with content that feels raw, new or different.
Here’s more:
As an industry we’ve always been focused on how beautiful something can look. With live streaming, that changes slightly because the camera/stream qualities aren’t that good. [Users] have to adapt. I think that’s the answer to how we get people interacting with our content. [We must] make it relevant, interesting, entertaining…and in the case of live streaming—real and honest.
Should more brand managers use Periscope to reach online audiences?
Brown advises considering all your options.
RELATED: Learn to use video to connect with your audience and enhance your message.
He adds:
It all depends on what you’re trying to achieve. Live streaming (Periscope, Facebook Live, Meerkat) is a great option for brands, but it shouldn’t be done for the sake of doing it. [Consumers] can deal with a rubbish 30-second ad, but it’s a bit harder to digest a rubbish 2-hour live stream.
Consider the changing social media landscape. When we launched #NYCOnTheMove Facebook Live wasn’t as big as it is now but we knew our activity needed to be constant. If we were to do it again we may consider using Facebook Live as an alternative.
How have you used Periscope to interact with digital audiences, PR Daily readers?
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