In a world where the internet is no longer optional, having a social media presence has become a requirement for individual users and companies alike. Technology and thorough research have given us the ability to target our content to precisely the right audience. The only remaining question is: what content should we be putting in front of these semi-captive social users to inspire engagement?
As Millennials have entered the workforce in increasing numbers, it may be possible to leverage their native knowledge of social media to create content that inspires not only a chuckle, but the virtual nod of assent that is a like, share, retweet or comment.
One factor that Millennials report as a deciding factor for engagement levels is whether the content fits into their online persona. Any online action is public, and thus reflects upon the user’s personal image. The increasingly common, carefully cultivated social media life means that for something to be worthy of sharing, it must fit into the user’s personal brand.
A recent ad for Vitamin Water featuring Breaking Bad’s Aaron Paul struggling through a workout was repeatedly mentioned as one that Millennials were more than happy to share, comment on or tag friends in. Lovers of the show, fans of Paul’s, or really anyone who has ever not truly been 100% enthusiastic about their time on the treadmill (aka everyone) could identify with this ad, and the 15 second bite-sized Facebook clip was perfectly share-ready.
Another ad that inspired engagement among Millennials was the 2017 Heineken ad entitled ‘Worlds Apart.’ Several pairs of strangers from opposite sides of the political aisle each build a bar together while getting to know each other, and are then shown a clip of their partner sharing their social and political opinions, taped prior to their shared experience. When given the option of leaving or talking it out over a beer, each chose to remain and engage in discussion. Regardless of where you may fall politically, this ad inspires engagement. After all, who wouldn’t want to be known for espousing a love of peace-keeping and beer?
What these two seemingly dissimilar ads have in common is the ability to incorporate peoples’ existing interests, like sharing a beer and television, and common enemies such as working out and political divisiveness, so that content is seamlessly integrated into the user’s existing online presence. While the respective products are not necessarily the immediate focus of either ad, both brands received major props for their enlightened involvement that garnered far more attention than placing the product front and center ever could.
Another facet to gaining engagement centers on which channel is utilized. Millennials overwhelmingly admit that they exhibit what are basically split personalities, not just between their social media and their life in the “real” world, but between different social media channels as well. Essentially, a person may have an Instagram personality that is slightly more wild than their semi-reserved Facebook persona, while their LinkedIn personality is so bland it can’t even sit with them.
As a result, the same content that gets unprecedented engagement on Twitter, where Millennials report feeling less inhibited in their social actions, may report next to no engagement in front of the same audience on Facebook, where family, friends and potential employers promote a greater level of self-censorship.
For this reason, content that is bolder, riskier, and potentially less PC (a risk companies should maybe not always be willing to take) may perform better on Twitter, such as Wendy’s replying with extreme sass to customer requests, while Facebook may be the place for the safer content that can be more appropriately shared.
Branding has become so entrenched in everyday life that its power cannot be overstated from a personal, professional or corporate standpoint. Everything we do online is now available for our entire network to see. While we’re all focused on our personal brands, when it comes to creating engaging social media, companies should think less about how the client can fit their corporate identity, and more about how they can be relevant to the client’s personal brand.