The internet is a crowded place — and that is never going to change. The responsibility to stand out among a sea of messages then falls squarely on each brand’s shoulder. But how can you do this? How can you break the clutter to stand out in the digital space? While there are numerous possible routes — influencer marketing, short videos, GIFs, etc — there’s no one foolproof solution. Each brand has a unique personality and has unique requirements, which is what makes standing out media so tricky.
What you can do then, is pick up tips and tricks from brands that are acing the game — and this week, I’m walking you through three of my top picks. So let’s get started!
Netflix, which entered the Indian market in 2016, has engineered a paradigm shift in the ways in which we consume content — and it’s had a similar effect regarding communication on social media! Today, the brand has over two million followers on its social media platforms with one of the highest engagement rates. Wondering the secret behind this success? Well, I’d say — sugar, spice, and all things sass! Netflix has unique content and digital strategy that involves the latest memes, witty captions, and most importantly, an interactive, tongue-in-cheek approach to everything it does. While most of their competitors play it straight with simple promotional content, the brand was courageous enough to tread the unfamiliar territory — only because of its thorough understanding of millennial and Gen Y audience. Its content is relatable, topical, and authentic — covering everything from pop culture to this current pandemic we’re in.
In-house social media influencers, a strong messaging strategy, and a large online community are the three most crucial factors in this well-known beauty and wellness portal’s success. Nykaa, launched in 2012, has grown by leaps and bounds over the past few years. And most of the credit goes to its innovative strategy. Very early on, the brand realised the power of customer experience and they made the smart decision of diverting resources towards building an inclusive online community by breaking beauty stereotypes.
To this effect, the brand encouraged every Indian woman to embrace her flaws and be who she is, no matter what the society says. In addition, Nykaa goes big on knowledge sharing through videos, blogs, and social media content. All this put together makes for a customer experience like no other. And the end result? A loyal consumer base of over 1 million makeup enthusiasts!
From deep-sea diving in the Mediterranean to savoring splendid Indonesian dishes, Airbnb is all about curating aspirational travel experiences on social media. The brand, which disrupted and continues to disrupt the tourism space, entices its customers with picturesque images of exotic locations and homes. The brand’s communication moves beyond the obvious homestays and talks about the travel experience as a whole through visual storytelling. And as I mentioned in a previous piece, Airbnb follows an unedited, real-life photography aesthetic on Instagram to bring out its authenticity.
That’s not all. In every message that Airbnb puts on social media, the brand adds the elements of localisation in their storytelling. Here’s a perfect example — a post from a few weeks ago included pictures of a textile designer and her home in Mexico City. In the post, she talks about her journey and her love for the place. This kind of engaging content derived from real-life stories always works in favor of the brand.
Two things are clear from the above strategies. Regardless of what path the brand takes — content and context are the winning elements on social media today. Often people say, learn from others’ mistakes, but I’d say it’s time to learn from others’ success!
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