MEDIA
ANALYSIS
Get ahead of
the curve S
ocial media has become a vital form of communication over the past year. Facebook, Instagram and WhatsApp have seen a 40% increase in usage, as people are turning to online to stay connected with friends and family (Kantar, 2020). Not to mention TikTok, which continues to be downloaded more than one million times a month in the UK (TikTok, 2021)! As we slowly begin to return to normality with relaxed restrictions in movement, will we see the social bubble burst as audiences revert to the old-fashioned way of physically communicating with family and friends? Of course, Covid has accelerated the rise of social media exponentially. However, social media is here to stay, and is expected to rise once again this year. With that in mind, it’s more important than ever for brands to use their social media channels effectively and seize the opportunity to integrate social as a key strategic lever in media planning to both engage with, and drive consumers, to purchase. Parents spend an average daily Social total of two hours and 11 minutes media on social media. This dwell time provides and frequency provides a vital an intimate connection point for brands to two-way reach their target audience in a conversation unique way that no other media can. Other media such as linear where you TV advertising pushes a one-way earn eyeballs and blanket message - social rather than media provides an intimate twoway conversation where you earn buying them eyeballs rather than buying them. As such, consumers have begun to expect a deeper level of connection with a brand that social media provides, and this relationship is particularly important within the toys and games sector as buying for children is often emotionally driven. What’s more, 87% of parents consult social media platforms before they make a purchasing decision, so it’s now a requisite and unavoidable part of the consumer path to purchase. Earning these eyeballs on social media requires strategy, as we all become more digitally sophisticated. Persistent, impersonal and overly ‘salesy’ messaging is ineffective on these platforms and can reflect poorly on a brand. Companies must look to build an audiencealigned strategy and thumb-stopping content to ensure that audience connection is strong and brand messaging and values resonate. Here are our top five tips for employing a successful social media strategy in these uncertain times:
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Imitate the emotions of your audience. Lockdowns are now being eased, the nation is slowly beginning to revert to a new sense of normal, and there is a sense of optimism in the air. By recognising and imitating the feelings of your audience, your followers will soon begin to resonate with you as a brand that understands them. Amplify successful posts. The cost of Facebook and Instagram advertising continues to be extremely low. Take advantage of this to amplify some of your popular posts and increase your customer base. Engage with your audiences. Ask questions and inspire customers to use your social media channels. Request your followers’ top tips for post-lockdown activities with a toddler and get them to use your platforms as a hub to create discussion. Encourage user-generated content and shared experiences. Discover and search for conversations relevant to you and your brand and get involved with them. Searching hashtags is the easiest way to do this. Show active support for causes, campaigns and charities aligned to your brand strategies to demonstrate your brand values and personality. Test, learn and refresh. Lockdown has made all of us more tech-savvy and enabled us to adopt new formats with far greater ease than ever before. Ensure you are ahead of the curve with your brand. Use a measured test and learn process and ensure you are using all functions on social media platforms (such as Reels on Instagram and Lives on Facebook) to maximise your reach and engagement and success.
Finally, discuss your social media strategy with the team at Generation Media. We’d love to talk to you about how to navigate social media for your brand specifically, so please get in touch for a virtual coffee.
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Generation Media is the UK and Ireland’s largest independent media buyer of toys and games advertising. Visit generationmedia.co.uk or call 0207 307 7900 or email contact@generationmedia.co.uk to learn more.
Alex TaylorSmith, director of business development at Generation Media, explores the value of social media as a tool for communication post-lockdown
