The way we think about social media marketing is broken

It is clear to everybody that you would not explain how babies are born the same way to a 3 years old and to a teenager…. Are brands able to speak differently to different customers?

 

Brands have been crafting their products and advertisements to specific target audiences, creating more versions of the same packages and readapting the same product to make it look “younger” or more “girly” and catch the eye of their target customers

A good example of this diversification strategy stands in how marketers achieve their goal in creating completely different versions of the same product …the razor!

     gilette_target_audience

This advert plays with different shades of pink to refer to soft femininity.

The model looks relaxed and gently touches her shaved legs….

This image is very target consumers crafted and may attract the segment of women afraid of the pain that comes along with hair removal!

The second advert communicates a completely different brand image…

gilette_audience_social

The advert is focused on the image of a manly and attractive young man. The target audience of the commercial doesn’t need to be reassured about the soft touch and “spa feeling” of the blades.

This is a great example how colours, style and language have the power of changing a brand to the consumer’s eyes….

But when it comes to social media campaigns, brands very often seem to forget this approach and they fail to create “one-size fits all content”. What works with an audience might not be fit to other target consumers. Or what works now with an audience might not be relevant to the same audience in another moment.

Social media provide brands with the great opportunity to have a direct contact with and knowledge of the target audience…, letting marketers know who they talk to. An analysis of the content the target audience shares would provide the marketers with incredible inputs on the language and style the audience uses and the topics it is discussing in real time!

Red Bull is one of the most popular brands on Social media and definitely knows how to engage its customers….

 redbull_social_media

 

Imagine if Red Bull had tweeted about the latest beauty summer hacks to have perfect beach hair waves, instead, regardless an analysis of their target audience.

#WavesOfaStar

redbull_target_audience

How would its consumers react?

The target audience of Red Bull are young males aged 18-29 with a strong passion for adventurous sports….and they would probably not find tips to get sexy beach hair useful!

Another example of an appropriate content is the one created by Fashion brand Forever 21….

forever21_social_media

Do you think that this language would had been appropriate to attract 40+ working women?

The vocabulary and poses of the models clearly target at millennials….

Topics relevant to a brand’s target audience are changing from time-to-time and also the language and the style they use to communicate might vary.

If you are a Brand, you can make the difference to your relation with the consumers, win the competition and increase sales by creating content tailored on your target audience in real-time.