I've been alone with you inside my mind And in my posts, I've captured your glimpse a thousand times I sometimes see you pass across my feed Hello, is it me you're looking for?
Have you been wondering where all the engagement is? Creating content to connect with your audience is multi-faceted. From the visuals you choose to the words you craft and the channels you select, each has implications for engagement. Today, we will discuss considerations to think about as you revisit your social communication strategy, and the ways and places you tell your story. Just as notes make up the song, the micro-elements of communication tell a story. As 65% of the population are visual learners and increasingly are consuming visual content versus reading, there are important considerations to keep in mind.
The first step is to look in the mirror. Do you have visual literacy? Is your image static, flat, multidimensional, or moving? Do you use music to evoke emotion? Are you taking time to create the right visuals that will engage your audience or do you have someone throw it together? Remember quality over quantity when it comes to communications. Think of your social communications as an extension of your brand – does the imagery reflect your vision? Your brand personality? Perform a visual audit of your communications. Look at the components that make up the image, such as angle, color scheme, and lighting. Is there any consistent theme to your images? Do your customers see themselves in your imagery?
Next, step away from your content and describe what you see and read. Does your description match your perceptions? Does the image work with your content? In what context is your imagery used? Do you offer any cultural elements or social values? Do your visual elements properly “tell” the story or are they dry, dubious stock content? Can your customers relate to what you are saying? Are they even engaged on the channel where you are communicating?
In a Harvard Business Review Article, Branding in the Age of Social Media, “Social media brings together communities that once were geographically isolated, greatly increasing the pace and intensity of collaboration.” Prior to social networking, these communities struggled to survive, however, today, with just a few clicks, like-minded communities are built and thrive. Effectively called, crowd cultures, these communities are broken down into subcultures and art worlds. These ‘crowd cultures create tremendous opportunities for businesses like yours. On some of the biggest platforms (YouTube and Instagram), corporate brands with enormous media budgets are often overshadowed by Influencers, many with little to no budget. Cultural innovation builds a following by listening to sentiment on social. In cultural branding, the brand promotes an innovative idea that breaks with conventions. Consumers are always searching for alternatives, which opens up an opportunity for innovative brands to push forward new ideas. Crowd culture provides niches to connect and engage with. However, game on, there is no rest for the wary. The conversation will continue whether you are participating or not. It’s important to remain a part of a topical conversation in your niche.
Connecting with the right crowds and engaging in conversation can have you singing praises for capturing and holding the attention of those thousand glimpses that now oftentimes pass your feed. Hello, yes, it is you they’re looking for! Do you have some additional questions or ideas that you’d like to peruse? Reach out and let us know – because it’s you we’re looking for!