By Paul M. Rand, President and CEO of Zócalo Group
Facebook Coming Clean, Twitter Trolling in the Age of Trump and Influencers Going Rogue
THANKS P&G. YOU’RE ALREADY MAKING FACEBOOK BETTER FOR THE REST OF US.
We recently wrote about how P&G CEO Marc Pritchard called out a dysfunctional relationship in the world of online advertising. It appears his words struck a chord. Facebook has agreed to an audit of the information it sends marketers, helping increase trust and transparency. While there have always been complaints about the lack of transparency and consistency in social reporting, P&G’s call to arms has companies scrambling to give them what they want—and those updates will benefit all of us. While other platforms, like Twitter, have yet to follow suit, Facebook’s move shows that social platforms need to continue listening in order to boost their credibility—especially as companies continue to see the importance of data.
ONLY 30 PERCENT OF VIEWERS ARE ENGAGING WITH YOUR AD ON SNAPCHAT. BUT IT’S STILL A GREAT PLATFORM.
A recent survey on Snapchat usage showed that 69% of users are not watching the ads, which is less than awesome news leading into its much anticipated IPO. As Snapchat looks for ways to make a profit for its future shareholders, it needs to find a way to get value out of the channel. Snapchat appears to be one of the last platforms where marketers can create engaging organic content, which means brands need to use the platform the way consumers value it. If people aren’t going to look at the ads, the question becomes, “Why bother?” Filters, gamification and lenses are more engaging and less expensive—which is great for marketers, but could (and should) impact Snapchat’s value at IPO.
HAS TRUMP LEGITIMIZED BRAND TROLLING?
Verizon recently skipped out on the Super Bowl, opting instead to tackle their competition with various trolling tweets during the game. With the recent rise in troll-based campaigns (we’re looking at you, Wendy’s), it’s almost as if the art of trolling has become legitimized in the wake of a certain presidential inauguration— something we doubt any brand would’ve have done in the past. Trolling has become an art form on platforms like Twitter, and many brands are using it to gain visibility. However, brands need to be wary when trying this particular move. The moment brands make a mistake, they’re going to get called out—and hard. Our advice: Be prepared with a strong response strategy in case of emergencies.
VIDEO WORKS, BUT YOURS PROBABLY DOESN’T.
Recently, we’ve seen all kinds of data about video—from news of how shorter, in-feed video is best, to claims of long-form video becoming king. The fact of the matter is that different generations consume video in different ways, and creating the right video for the right audience is key. It’s not enough to simply produce engaging videos—brands have to be strategic. They must learn how their audience is consuming video in order to create with them in mind. Video is essential, but brands that aren’t tailoring the content and style to their audiences may as well not do video at all.
“HEY INFLUENCERS: WHEN WE WANT YOUR OPINION, WE’LL GIVE IT TO YOU!”
We’ve seen the power of influencers rise in the last few years, but the secret to influencers’ clout is that they speak in their own voice. As today’s social media continues to be politically charged, some brands, like Under Armour, are realizing they can’t assume paid influencers will stick to the script. In the past, a spokesperson would be expected to toe the company line. Influencers are more in tune with their audiences and, therefore, more likely to speak their mind. Brands need to vet their influencers carefully and be prepared if they go rogue. In fact, it’s probably best to just always be prepared.
About the Author
Paul M. Rand is the president and CEO of Zócalo Group, a division of Critical Mass and Omnicom Group. His book, “Harnessing the Power of Word of Mouth and Social Media to Build Your Brand and Business” was published by McGraw Hill.
About Advertising Week Europe
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