If you’re not using Google Chrome’s permanent ‘Mute Site’ feature, you’re not using Chrome at its best.

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  • An update to Google’s internet browser, Chrome, brought users a lot of new features including the option to mute certain websites permanently.

  • This is an upgrade from the option to “Mute Tab,” which was more of a temporary fix for users, since the settings would revert to their defaults if you closed the tab or browser.

  • The update could prevent users from avoiding sites with auto-play videos altogether.

In January, Google Chrome — the search giant’s extremely popular web browser — started rolling out an update with a lot of new features, including the ability to permanently mute sites that auto-play annoying videos every time you visit.

Google Chrome updates usually consist of bug fixes and other necessary security-related adjustments that make a minimal difference in your day-to-day browsing. But every now and then, Chrome serves up a little gem, and this is one of them.

Google Chrome users can now right-click on a tab and select “Mute Site” to make sure that the site never plays sound. You can also click on the padlock on the left end of the address bar, scroll down to “Sound,” and select “Block.” I found sites would remain muted even when visiting them in an incognito tab, which means only clearing out your cache would undo the site-wide mute.

Of course, this means if you do want to hear a video from of your muted sites, you’ll have to “Unmute Site,” done in the same manner. But now, you won’t have to worry about visiting websites that will interrupt your music or general browsing experience. Prior to this update, there were some sites that I avoided completely for this sole reason.

Before Google added this option to mute an entire website, there was the option to “Mute Tab,” but that fix was temporary: If you closed the tab or browser, the settings would revert to their defaults, and you’d continually need to remember to mute the tab each time. Sometimes the best option was just muting my entire computer or phone, but then I’d miss out on my Spotify playlist.

If you’ve closed your Google Chrome browser in the last month or so, this feature should be in your browser already since this was an automatic update. You’ll know if a Chrome update is pending if those three dots in the top right-hand corner of your window are any color besides grey: They can be green, red, or orange, depending on how long its been since the update was released.

I highly advise making use of the “Mute Site” feature. It’ll change your relationship with certain websites, and make for a less frustrating web-browsing experience overall.

 

Author:  Prachi Bhardwaj

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9 Emotional Hooks That Will Make Your Content 10x Better

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What makes a piece of content compelling?

The secret ingredient to awesome content isn’t a watertight argument or even a great concept.

It’s emotion.

People make most of their decisions based on how they’re feeling, whether they realize it or not.

This is especially true when it comes to purchasing decisions.

If your content hasn’t been converting the way you want it to, injecting some emotion could make all the difference.

Forging positive connections with your audience won’t just increase sales – it will also promote brand loyalty down the road.

And, once you know how to leverage emotion in your marketing, your content will just keep getting better.

To get started, here are nine simple hooks you can use to create more emotionally powerful content.

1. Use Your Content to Tell a Story

Want to keep your audience engaged? Tell them a good story.

Storytelling is a simple, but effective, tool for grabbing people’s attention and getting them emotionally invested in your content.

Everybody wants to know what happens next, especially if they can identify with the story’s hero.

Telling stories about your business can increase your brand’s likability factor.

For instance, you could tell your audience how your business got its start, what kind of challenges you’ve overcome, and how you’re working toward your current goals.

Stories about customers can also be an effective way to connect with your audience – try putting your storytelling skills to work through case studies.

2. Leverage the Fear of Missing Out (FOMO)

The fear of missing out is a powerful force. Nobody wants a great deal or a juicy secret to pass them by.

If you can create a sense of anxiety or urgency in your audience, you’ll get a reaction out of them.

One good way to use FOMO is to promote a product or a deal for a limited time only.

After all, who hasn’t bought a limited-edition product simply because it won’t be available later?

Another idea is to offer an exclusive membership or loyalty program. If people worry about what they might be missing out on, they’ll be more interested in your brand and your product. 

3. Make Your Audience Feel Special or Powerful

The desire to feel special drives a lot of purchasing decisions.

From clothes to gadgets to cars, consumers often buy things just to feel unique or superior to other people. Harnessing this drive is a great way to build a strong image for your brand.

To tap into your audience’s desire to feel special, use your content to paint a specific picture of your product or service: it’s high-quality, distinctive, and a bit exclusive.

Represent your current customers as people your audience can identify with or would like to imitate. Product demos, customer spotlights, and evocative advertisements are all good ways of doing this.

For this strategy (and any other emotional marketing strategy) to work well, you’ll need to know your audience.

Content that pushes some people’s emotional buttons won’t work on others, so don’t forget to make audience research an ongoing part of your work. 

4. Create a Feeling of Belonging

People need to feel accepted, liked, and important. Because of this, content that makes people feel like part of an in-group or cause can be very effective.

One way to make use of the feeling of belonging is to present your brand as a club or lifestyle, instead of just a business.

Look at Apple for a great example of how to put this idea into practice. There’s a major social and emotional component to Apple’s marketing. Some people consider using Apple products to be almost part of their identity.

Your business may not have the same reach as Apple, but you can do the same thing on a smaller scale by creating a strong brand image and nurturing a sense of exclusivity around your product.     

5. Use Mystery to Make Your Content More Compelling

Unanswered questions are intriguing.

 

If you want more people’s eyes on your content, adding a little mystery might be exactly what you need.

Ask a question in your title, and use the body of your content to answer it.

Or, if there are any long-standing unanswered questions in your field, try creating content around them, since people tend to be interested in the unknown.

6. Promise to Help Your Audience Achieve Their Goals

Goal-setting and personal achievement are highly emotional topics.

For most people, there are desires, fears, and feelings of self-worth tied up in even the most pedestrian goals.

So if you can figure out what your audience wants most, you’ve got a direct route to their emotions. Offer to help them get what they want, and they’ll see you as an ally – and probably make a purchase.

To find the right angle with this approach, it’s especially important to do audience research.

Try to talk directly with your audience by polling or interviewing them. Then incorporate your findings into your content, highlighting how your product or service can help your audience get what they want out of life. 

7. Use Humor

Marketing doesn’t have to be serious all the time. In fact, including humor can be great for your brand’s image.

Laughter is a great way to form an instant connection with someone.

It also shows that your brand doesn’t take itself too seriously.

If your content has felt a little flat lately, try creating a humorous piece or two, and see how your audience receives it.

Keep in mind that while humor is versatile, it isn’t right for every situation. Know what’s appropriate in your field, and be careful not to say anything your audience might find insensitive or offensive.

In addition, be careful that your humor doesn’t stifle your brand’s authentic voice.

8. Surprise Your Audience

If you think your content might not be memorable enough, add an element of surprise.

Are there any common misconceptions in your field that you can break down?

What about surprising facts that most people wouldn’t believe at first?

Challenging someone’s ideas or changing their mind on an issue is a great way to get them to remember your brand.

Even a good plot twist at the end of a story can make your content stick in a reader’s mind long after they’ve clicked away.

9. Incorporate Pop Culture into Your Content

Using pop culture references can instantly make your content more interesting to a lot of people.

Pop Culture References

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Research by Fractl and Moz found that content marketing campaigns were more likely to perform well and to go viral on social media if they included a pop culture reference.

Think about what types of entertainment your audience likes, and choose pop culture references that will establish a feeling of common ground with them.

Try including references to classic TV shows, new blockbusters, or even memes – just be sure not to infringe on any copyright laws.

The Takeaway

Emotion is the key to creating content that’s both memorable and effective.

Targeting positive emotions, such as amusement, empowerment, and a sense of community, is usually a good strategy, but you can also use negative emotions like anxiety to spur your audience to take action.

Try incorporating one or more of these highly effective emotional hooks into your next piece of content – you might be surprised at the reaction you get from your audience.

 

Author: Adam Heitzman

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Instagram is testing screenshot alerts for stories

Instagram is testing a feature that will show users when someone else takes a screenshot of their story. Users included in the test are getting a warning that the next time they take a screenshot of a friend’s story the friend will be able to see it, as shown below:

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This new feature — the latest to be lifted from Snapchat — hasn’t been turned on for all users in order for Instagram to first gauge response. The Stories feature tells you who has watched your story when you tap on the “seen by” area in the bottom left corner. With this new feature, a circle shutter icon will display next to the name of the account that has screen grabbed your content. Story owners otherwise won’t be alerted when someone takes a screenshot — they can only tell after manually checking the “seen by” list. Instagram is likely testing how people respond to the new notices and may decide to never roll out the feature to all users.

There are workarounds to avoid being detected though, as some Twitter users have pointed out — you can set your phone to airplane mode and then screenshot, or you can view the Instagram story via a web browser on desktop and safely screenshot from there. But seriously, don’t be a feature creeper.

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Publishers eye push notifications in aftermath of Facebook news feed changes

If you’re wondering why you got the same Apple News push alert from CNN a half-dozen times Tuesday afternoon, it wasn’t a coincidence. (CNN said it was an Apple News glitch, something Apple confirmed later.)

Now that Facebook is deprioritizing publishers’ posts in the news feed, there is more urgency for publishers to make direct connections with readers. That means they’re taking push notifications more seriously.

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The Wall Street Journal has tripled, to nine, the number of topics that its mobile app users can follow and made it possible to “follow” its writers so users get a push when those authors publish something.

Publishers are making an effort to stand out visually. Gannett’s USA Today grew its referral traffic from pushes by 18 percent by incorporating pictures, video, and GIFs into its messages. The Guardian has played with the font and style of its push notifications. CNN is will begin adding rich media to its push notifications in the second quarter of 2018.

“If they don’t identify with it, they’re less likely to engage with it,” said Larry Aasen, director of mobile development at Gannett.

These moves were already in the works when Facebook announced changes to its news feed algorithm earlier in January. But as publishers try to make up for the loss of reach in the news feed, even areas that drive small amounts of referral traffic will become more important.

“You’re seeing a lot more sophistication,” said Mike Herrick, svp of product and engineering at Urban Airship, a push notifications technology provider. “The assets that are owned are going to be the most strategic.”

Publishers pay close attention to their app audiences because their response to a story often provides a good signal for how a publisher’s broader audience will react to it. At CNN, for example, the click-through rate on its app push notifications determines whether to move breaking stories to the top of its homepage or write more stories on a developing story.

“They’re optimal for getting an early indication of how a story is playing with your audience,” said S. Mitra Kalita, CNN’s VP of digital programming. “I used to use Facebook metrics like this over five years ago. You’d look at shares over the course of 20 minutes.”

The competition for space on users’ phone lock screens has gotten intense. The volume of push notifications sent by publishers rose more than 50 percent from January to December in 2017, according to data from Urban Airship. While there’s a risk that publishers will overdo it, audiences are getting used to a fire hose of notifications: Opt-in rates for push notifications rose 16 percentage points this year, also according to Urban Airship.

Pete Brown, a senior research fellow at the Tow Center for Digital Journalism and the author of “Pushed Beyond Breaking,” a research report on push notifications published last fall, predicts that images, automation, and personalization will gain importance in pushes. Last week, Urban Airship rolled out a tool that will allow publishers to use artificial intelligence to schedule push notifications based on when the audience is most likely to interact with them.

Push notifications account for a small percentage of most publishers’ overall traffic. For USA Today, they drive just 10 percent of its mobile app opens and 5 percent of the mobile app’s pageviews.

Yet those slivers of the audience are valuable. To receive a push notification, a person must have either downloaded a publisher’s app or followed the publisher inside a platform like Apple News or Google Play Newsstand, a sign of affinity.

“A lot of people would consider their push audience their most loyal, their most engaged audience,” Brown said.

 

Author: Max Willens

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Is Our Social Media Terminology About to Change?

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“She does social media,” is the go-to introduction my friends bestow on me at parties. In 2018, in a world where many of my millennial friends have more captivating Instagram accounts than me, this introduction sound about as impressive as, “She Googles real good.”

Who doesn’t?

Currently, I don’t directly manage any brand’s social media channels, though I have in the past. Instead, I most often consult in overall digital strategies that involve many promotion outlets, be it email, website, social media, and/or display.

That said, my friends’ misleading introduction results in some lovely party conversations, the most recent being, “Do you think we’ll always call social media ‘social media’?”

As the resident social media expert person, I blurted out, “Of course! What else would we call it? We still call TV ‘TV,’ don’t we?” I chortled. My friends chortled. We all slapped knees (our own, not each other’s). The conversation pivoted.

I went home, brushed my teeth, changed into my egg jammies, and fell asleep. I woke up in the middle of the night Don’t Wake Daddy-style. We don’t call it “TV”; we call it Netflix, Hulu, or whatever specific show we intend to binge watch. Unless we spent time staring at some reality show we’d rather not admit to watching, we rarely say, “I just watched TV.”

Now that my moment has passed to have this dinner party conversation with man buns (brotrepreneurs) over cheap wine, I ask you: When will we stop calling social media “social media”?

Don’t get me wrong—this will be a mass effort, a shift of the collective conscious—we will not solve it here. However, in the way someone circa 2010 started asking where she left her “phone,” abandoning “cell” as if the specifier was superfluous, someone will start calling social media “social.”

Oh, no. We already use “social” in isolation. Has the end begun? Probably.

The Evidence ‘Social Media’ Is on Its Way Out

Facebook bought Instagram in 2012 (over five years ago?!). Almost immediately, the two began melding into one. Facebook introduced video; then Instagram introduced video. Instagram introduced Stories; then Facebook introduced Stories. Now, ads can be sent through both platforms at the same time, from the same tool, using the same audience parameters.

Will Instagram eventually just become Facebook? Will we call all newsfeed-centric social media platforms “Facebook” in the way we colloquially deem all search engines “Google”?

What happens when Facebook overtakes YouTube once and for all? YouTube, a platform I’ve always struggled to call a “social media,” had a rocky 2017. With ridiculous scandals, a massive redesign, original shows, and mixed Red reviews, who and what is YouTube anymore?

For one, YouTube is a sibling of Google and therefore, undoubtedly, a powerful ad platform. However, advertising alone social media does not make, young padawan.

What happens if Netflix introduces comments à la Youtube? What happens if Snapchat introduces a discovery section à la Instagram? Wait, did Snapchat kind of already do that? What happens if Twitter . . . nah, I’ve all but given up on Twitter.

Nevertheless, what are we going to call all these social media platforms as they evolve? It seems to me they are outgrowing their terminology.

Does Any of This Really Matter?

I don’t know, man. Maybe analyzing terminology just feels like splitting hairs. Still, sometimes you need a silly question like “when will we stop calling it social media” to get the brainstorming juices flowing, to tiptoe to the questions that really matter to your business as we cruise through 2018, such as:

  • Where is social media going?
  • Where is our audience likely to be in five years?
  • What platforms should we consider adopting?
  • Where should we be putting our digital advertising dollars?
  • What type of content will we need to produce? Video? Audio?
  • Are we ready to serve a mobile-first audience?
  • What are we measuring in terms of KPIs?
  • Are we converting? If not, why?

Scary questions, right? In time, they will need to be answered. But for now, tell me, what are your 2018 predictions for social media terminology? Better yet, what changes to individual social media platforms will necessitate the evolution of our current lexicon?

I’ll grab my cheap wine. Brotrepreneurs, come one, come all.

 

Author: Christina Moravec

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8 Tips to Encourage User-generated Content on Instagram

Did you know that 80 percent of what you view online is user-generated content?

Big companies such as Redbull, BMW, and Starbucks feel the pulse of marketing trends and can effectively leverage this.

And even though the user-generated content is on the rise, it is difficult to achieve marketing goals if content creation by your customers isn’t part of your brand strategy.

Why User-generated Content?

These statistics prove that user-generated content is the future of internet marketing.

When launching these types of campaigns, concentrate on one social media platform for maximum results.

When choosing from the wealth of social media websites, Instagram is high on the list.

More and more brands are investing in Instagram marketing, and the platform has become popular for brand promotion.

Why So Popular?

Moreover, this report from L2 claims user-generated content works best for brands on Instagram.

Before you set up the campaign, think of proven ways to encourage user-generated-content creation. The more people create content for you, the better.

But this requires time and effort to make them want to become a part of your community.

So, here are eight tips for marketers to consider.

Create a Sense of Belonging

Influencing consumer behavior is a common practice in marketing.

If you want people to do something for you, understand what drives them.

Know which psychological tricks can help you create a connection.

One of the greatest feelings for humans is the sense of belonging.

People want to be a part of something significant.

It is a fundamental need.

Building a sense of belonging requires time and effort, but the payoff can be huge for the brand.

If your brand has many admirers, it is likely you can get user-generated content from your audience.

For example, look at brands such as Starbucks — many cannot simply grab a Starbucks coffee without posting a photo of coffee in hand on Instagram.

This is because people feel the need to belong to the Starbucks community!

Improve Your Instagram Engagement

How do you convey to visitors that your Instagram profile is interesting enough, so they become a follower?

Engagement!

If people like, comment, or share your content, it means you produce something valuable.

It creates a sense of belonging, and people are more likely to become a part of a popular community.

High-quality content matters.

One of the best marketers in the world, Andrew Davis, said:

Content builds relationships. Relationships are built on trust. Trust drives revenue.

If you post material that satisfies customer needs, you will boost engagement on Instagram.

However, it will not be enough to increase the performance of your posts on the newsfeed.

So how do you increase engagement?

  • By posting fresh and qualitative content: publish relevant and eye-catching information.
  • Through interaction with your followers: like and comment on their posts.
  • Keeping up with trends: it allows you to reach more people.

Once you drive more engagement, you attract more followers and ultimately,  more people to create user-generated content for your brand.

Establish Contacts with Micro-influencers

Influencer marketing is flourishing on Instagram as 92 percent of people trust recommendations by individuals rather than companies.

Most brands know this, so they reach out to influencers for beneficial collaboration with an already-established community. When choosing an influencer, marketers try to find a popular one figuring the larger following, the better.

However, having a lot of followers doesn’t necessarily mean higher engagement. Collaborating with micro-influencers may be a better option as they can deliver a 60 percent higher engagement rate.

Moreover, they can be more cost-effective and loyal. With micro-influencers, you can maintain good relationships and stand out from the competition.

Re-post Customer Content

Every marketer should know user-generated content can help earn trust, build brand awareness, and boost sales among customers.

Unfortunately, we fail to put customers first.

Only nine percent of the top 250 B2B brands place user-generated content on their product pages. Although people create content at will, you need to reward those who produce quality content for your brand.

To encourage more content creation, you must show customers that their effort pays off by liking, commenting, and sharing their content.

However, to avoid damage to brand reputation, you will need to use user-generated content as you would copyright content.

Thus, always think about the original poster first.

How to repost content legally:

  • Ask for permission: if you want to feature a photo on your feed, contact the owner via comments or DM’s.
  • Give photo credit: add a comment to your post with the photo credit and tag the owner.

Customers crave recognition and approval, so make them feel valued.

Use Instagram Stories Highlights

Recently, Instagram launched two new tools—Stories Highlights and Stories Archives.

These allow users to group stories they have shared into highlights and feature them on the user’s profile.

The new features are an effective way to build a valued customer connection and showcase your business authentically, which means earning trust.

Here are some pointers for making the most out of Instagram Stories Highlights:

  • Create a user-generated content group: collect the best stories using customer content you have shared and highlight this group as permanent on your account.
  • Update the group: add stories to the group regularly.

It is not always possible to post all customer content on the main feed as it could slow traffic to your site.

When using Instagram Stories, you won’t need to worry about posting too much content.

Hold a Contest

If you want to encourage user-generated content creation, have an Instagram marketing contest.

Holding a contest is a great way to increase the number of user-generated posts. To avoid any PR pitfalls, create and abide by the contest Terms & Conditions. These rules will inform participants on how to take part and win the contest.

By running a successful contest on Instagram, you will engage your audience and inspire people to create future content.

Motivate User-generated Content Creation

If you want to encourage customers to do something beneficial for your brand, then you must reward them.

Offering a discount does not require much time or money, but it will motivate customers to take part and create content. Handing out freebies is a great way to attract customer attention, motivate content creation, and build brand awareness.

Moreover, people love to share coupons and discounts with their friends and family, which means expanding your audience.

Integrate Offline and Online Marketing

Do you remember the ‘Share a Coke’ campaign run by Coca-Cola?

That campaign was one of the longest-running featuring popular names on Coca-Cola cans and bottles. Customers bought Coca-Cola cans bearing their name to express themselves through personalization. And it was effective, increasing sales by over two percent and millions of posts on social media.

So what did we learn from Coca-Cola?

That integrating offline and online marketing is a win-win situation, allowing marketers to reach more customers.

Conclusion

It is no secret that customers find user-generated content to be more authentic. Most people feel this content is helpful in the decision-making process. If you want your fans to create content for you, understand how you can encourage them to create content for your brand.

How do you encourage your customers to create content for your brand?

Please share in the comments below.

 

Author: Hugh Beaulac

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Four Ways to Keep Your Brand and Marketing Relevant Amid Fluctuating Cultural Trends

180103-trendy-youth-lgWhat do your brand, plant-based foods, Barbie dolls, and bottled water have in common? The truth is, quite a lot.

There’s a lot of debate right now about whether bottled water is really a better choice than soda. Or whether a plant-based diet is actually healthier than consuming meat. And Some people are up in arms about the wage gap between male and female professionals. Still, others are evaluating whether there are enough variations of the Barbie doll.

So… what does any of that have to do with marketing your brand?

Cultural trends like those—and so many more—may come and go, but their impact remains significant. For a brand to remain relevant in this day and age, it must align with the dominant cultural trends of its target audience.

That means you as a marketer must make it a priority to not only understand the issues that matter to your consumers but also consistently integrate their feelings and opinions into your brand’s message in new and creative ways.

Keeping Pace With Culture

Successful marketing does more than convey a message to an audience. It inspires, influences, and, ultimately, propels a brand forward.

For any marketing campaign to be successful, marketers must find innovative ways to interweave the brand’s core values with the cultural context of the intended audience—its ideologies, tensions, values, and so on.

Most consumers, whether consciously or not, look for brands that align with their view of the world. So a marketing campaign that not only acknowledges the cultural trends of its target audience but also aligns with or adds to that message will be rewarded with relevance, acceptance, and loyalty.

On the other hand, when marketers ignore cultural context, or skirt around cultural trends, or don’t take the time to understand the issues, they risk landing their brand in hot water. For example:

If you’re not comfortable having your brand take a bold stance on a cultural issue, that’s OK. But researching the trends that matter to your audience can still elevate your marketing.

For example, if you discover that the growing popularity of the plant-based food movement stems from consumers’ desire for “cleaner” sources of protein, you could easily change your labeling to highlight the amount or origin of the protein in your product.

Even subtle nods toward a pervasive cultural trend can give your brand a leg up on the competition. But whatever you do… it has to be authentic.

How to Stay Trend-Relevant

It’s clear that to avoid wasting time, money, and resources—and potentially angering or alienating consumers—your marketing team must study, understand, and accommodate cultural trends.

Begin that process with the following four steps.

1. Get to know your audience

Knowing all you can know about your audience should always be a marketing priority. It’s the only way to precisely target the right consumers, perfect your brand’s message, motivate action, and keep your customers satisfied.

Although reliable data should be the foundation of your marketing campaign, don’t rely just on numbers and figures. And move beyond demographics by also investigating the cultural trends that matter to your audience members: What are they interested in? What are they passionate about? How do they spend their time? What are their expectations for the companies they do business with and the products they use?

Fleshing out your audience’s cultural attitudes allows you to be more strategic in marketing your brand.

2. Do your cultural research

Explore the cultural trends influencing your audience and businesses now and for the foreseeable future. The Culture Vulture 2017 Trends Report is a great place to start.

Notable examples include the prevalence of corporate icons and how startups are remaining competitive; the emergence of products, services, and events catered to Baby Boomers; and the way the mindfulness trend has inspired businesses to include offerings that promote serenity and balance. Also important is Millennials’ impact on society—from their redefinition of the American dream to their informal attitudes toward attire, traditions, gender norms, and more.

Don’t forget to also look for niche hot topics that directly affect your consumers or brand. For example, if you market for a food or beverage product, understanding the nuances of the soda vs. bottled water battle (consumers seeking lower- or no-sugar options, cost, environmental impact of packaging, etc.) might come in handy.

Research both large- and small-scale cultural trends when strategizing for your brand.

3. Craft a message that stands for something

Once you know your audience members and the cultural trends influencing them, it’s time to develop a message that aligns with (or better yet, resolves) a larger cultural narrative. Choose words that pack a punch. Make your message simple yet powerful. And be sure your brand’s message is creative, clear, and consistent.

For inspiration, you can look at brands that redefined gender-role norms with their own simple, powerful messages. Sport England’s This Girl Can campaign, Under Armour’s I Will What I Want campaign, and P&G’s #LikeAGirl campaign have all been praised for promoting female empowerment, diversity, and opportunity.

4. Strengthen your message with visuals

In marketing messaging, visuals are often just as important to the campaign as the written or spoken word. From videos to photographs to well-placed labels, the right visuals can create an emotional connection with consumers, inspire them to take action, and convince them of your cultural relevancy.

Thoroughly investigate the ways you could deliver visuals to your audience, paying special attention to newer, nontraditional avenues that currently boast some of the highest user engagement stats.

Finally, explore making your visuals powerful enough to carry your message of cultural relevance on their own. Take CoverGirl, for instance. When the company hired its first male ambassador, it didn’t couple the announcement with an explanation of its motives. CoverGirl trusted the new ads properly conveyed its stance on diversity and inclusion. Explore how your brand’s visuals could address cultural trends without having to explicitly change your brand’s message.

* * *

In a quickly changing world, understanding cultural trends is vital to keeping your brand relevant and your audience interested. Only then can you create marketing campaigns that are truly moving, motivating, and successful.

Author: Sarah Clark
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