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The State of Brand Behavior And What’s Coming Next
January 31, 2022
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Brands need to understand how and when people want them to show up on social media.
And going off the latest study from Twitter, analyzing people’s attitudes towards brands in the social space, shows what the evolution of branding means for you.
#1 They Are Onto Brands & Creators
People have their own sense of authenticity and aren’t shy about speaking up when it’s lacking in brands and creators.
Here’s why:
In the past year alone – engagements with brands are double digits.
7 in 10 say brands add to the enjoyment of interaction on social media. They like engaging with you.
However, they’re paying attention.
They want the same realness they get from friends, from you.
So, if you’re selling something – remember this money moment from survey respondents:
“I don’t mind being sold to on social media, as long as it’s fun, useful, entertaining, informative, or moves me in some way.”
#2 People Are Tired Of The Sea Of Sameness
Overwhelmingly, respondents said brands are starting to look the same.
Mostly noting how brands exploit situations, holidays, trending topics in an insincere way.
Social media behavior upstages brand distinctiveness.
Brands that only play it funny will begin to feel antiquated and fatiguing.
One out of two people surveyed agreed that brands relying on humor and jokes can feel outdated today. People are living real lives, and we’re not always LOL’ing.
Evolve your tone with the times.
Read the room.
#3 To Stand Out, Brand Behavior Must Evolve
Distinction is everything
9 in 10 said the most universal finding in this research was that every consumer values brands that have a strong sense of who they are.
Who are you?
What’s the ‘why’ you’re even using social media?
There’s a great exercise in Simon Sinek’s “Find Your Why.” Your “why” cannot be a result (what you want to “get” out of social media).
Your ‘why’ must be a contribution you offer and the impact it creates that drives the result you want to be a sustainable brand.
Be (self) aware.
It’s never too late to rewrite your approach to stand out.
Let us know what we can help you with: lori@lorilewismedia.com.
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