Creating Content That Resonates
Social media behavior moves at the speed of light, and influencer programs that worked a few years ago may feel completely outdated now. So what type of content can hold audience attention in 2021? Here’s our advice.
As influencer marketing and social ads grow in volume, so does the competition for capturing new consumers.
Social media behavior moves at the speed of light, and influencer programs that worked a few years ago may feel completely outdated now. So what type of content can hold audience attention in 2021? Here’s our advice:
Embrace Long-Term Partnerships
It’s time to look at influencers as true partners rather than one-off contractors. When an influencer speaks about a brand multiple times over the course of weeks or months, their audience is more likely to trust the partnership and take the influencer’s recommendation into consideration and sales clicks.
Lean Into Relevant Trends
TikTok, memes, and trending hashtags have all contributed to the rise of trend-based content, and brands can benefit from the virality of popular trends by adapting relevant trends for their own channels.
Be warned: trends move quickly on apps like TikTok, so if you are going to try your hand at trend-based content, you’ll need a quick turnaround. Most trends come and go in about a week.
As the FTC gets stricter on how music on apps like TikTok and Instagram are used, you’ll also need to be wary of copyrights around trending music.
Capitalize On Authentic Moments
Lean into authentic brand moments when you see them. Brands like Dunkin’ Donuts have hosted successful campaigns centered around organic brand affinities, such as “The Charli”, a rebranded drink based on TikTok star Charli D’Amelio’s favorite Dunkin’ order. Her fans have seen her sip Dunkin’ coffee all over her social media, so the partnership was a no-brainer.
Do It For The Meme
As with trending content, memes are all about contributing your own spin on zeitgeist cultural moments. From Tiger King jokes to Bernie Sanders appearing literally everywhere after an iconic photo from President Biden’s inauguration, memes are everywhere. They’re also sharable, relatable, and easy to digest, making them primed for extended reach and impressions.
Looking for more ways to step you your digital marketing plans and learn about the latest trends driving influencer marketing? Our State of Influencer Marketing 2021 Report breaks down resonating content and so much more. Download it here.