4th November 2015

Five Reasons Why Social Media Needs To Be Social (not advertising)

Ranty blog alert!

Ok, so it’s not that ranty, but if you fancy an excuse to have a brew and a play around on the internet…strap in…

Point 1: Stop creating adverts and calling them ‘social content’

The networks make money from ads, sure, but that doesn’t mean that marketers have to carpet bomb the population of the web with inane babble about the latest in designer cabbages. Nope. The internet expects more and to be honest, the internet deserves more.

We need to give people a reason to like (because that’s what you do on Twitter now), share and engage with our content. Cut the bulls**t, we need to make stuff that makes people, LOL, ROFL, FML but most importantly listen, take heed and SHARE!

The good folk of the web are bombarded with zillions of pieces of content, which brands are spending squillions in time, money and brainpower creating, but don’t really see the light of day.

Embrace your inner 15 year old, stop overthinking it and create something that people REALLY want to share. That’s what makes the difference between these two videos:

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Point 2: Stop regurgitating the same stuff everyone else is

They say there’s no such thing as a new idea. By heck that’s true. But the internet expects more than a cursory copy and paste of the title of a news article into HootSuite, bang in a link and schedule it for three weeks’ time.

Much like Adele’s new song, that record (whoa, spent too much time with my nan there) has been overplayed.

Now it’s time to shake things up, add a witty comment, share an opinion, anything but posting the same old guff. That’s what makes the difference between these posts:

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Step 3: Triggers, triggers, triggers

Back in 2009, New Scientist ran an experiment to find out what makes a ‘viral’ <fume> video. The experiment ‘Atomic Dogs’ found that it’s not rocket science (laughs at own joke), you just need to create a short and easily digestible piece of content and then cram it full of ‘in jokes’, interesting snippets of information so that people share it. These are the triggers (otherwise known as reasons to share) and they play a significant part in determining how much your content will be shared. That’s the difference between:

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Step 4: Autoplay nails KPIs

Thank you Mark Zuckerberg (#trendsetter). Autoplay truly has made the web a more interesting place.

Facebook and Twitter now autoplay video content within the newsfeed and this counts towards your viewer stats.

This means it’s easier to get your content seen – hoo-blumin’-rah!

Essentially autoplay = good, and if you use a bit of ad budget behind your video <cough> that is created for and targeted to the right people <cough> then you’re on to a winner.

That’s what makes the difference between:

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Point 5: Target, target, target

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You get this because you’re marketers. If we showed this to a group of zoo keepers, they probably wouldn’t have such a jovial reaction and may be inclined to place a call to the boys in blue.

The point; don’t just create a generic advertising style video that very clearly sums up why buying sliced bread is the best thing since, erm, sliced bread (awkward). Instead understand what’s going to stick out for the people in the corner of the internet that you’re talking to.

For example, millennials, they expect more. They expect fireworks, full on ROFLcopters, gasps of horror and intrigue so intense their thumbs freeze. That’s what makes the difference between:

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By Anna Wilson, Head of Digital