How many brands do you follow on social media? Of those, how many do you actively check out on a regular basis? My guess is less than 10%. Sure, with Christmas just around the corner there is a small chance that number is bumped up a bit but ultimately 10% is a pretty average number. Marketers that I speak to on a regular basis are confused by this. Why would someone follow a brand only to end up ignoring it afterwards?
Burnout
I believe this is due to a burnout online. There's just too much information flying at anyone on any network to keep up. So, if a restaurant is advertising constantly why would anyone follow them religiously. Simply pumping out ads is not a way to endure yourself to the mass public. So what is a brand to do?
Don't Forget the Reasons People Buy Your Products
Will Smith's character in Collateral Beauty summed up advertising elegantly:
In advertising we are supposed to illuminate how a product or service will improve a person's life. That's the end game. So, our most commonly represented industries are restaurants, real estate, and amusement parks. What can we illuminate?
Restaurants: In general, restaurants unite people through food that they cannot typically make at home. They provide a social space to celebrate on occasion or life in general. Restaurants make people feel a sense of happiness through a full stomach, satisfying tastes, and being treated like they are important.
Real Estate: Again, in general, a real estate agent doesn't sell homes. They sell the future, a place to sleep, raise a family, and a reliable place to escape the pressures of the outside world. When someone buys from a real estate agent they are also buying a sense of accomplishment and belonging.
Amusement Parks: At their core, amusement parks are a place to get away from bills, personal issues, and other topics that dominate our daily lives. You're selling a mini-vacation from life; excitement, community, and adventure. In essence, generally speaking, amusement parks are selling a feeling of glee.
The Crux of This Post
So, what's the point of all this? Well, ask yourself before you put anything out on social media, are you illuminating your purpose in this world? If not, maybe you don't want to push publish on that random post you're putting out there.
Less is going to be more in 2021, so you're going to want to get more creative with your posts and never stop asking yourself that all important question. All you're good for in the eyes of the people is value; how do you bring value, and how do they get it? The second you can't provide value you're lost to them ... likely, forever.