Taking a Stand? Here’s a Guide for Brands to Increase Social Influence
In this age of social consciousness, brands aren’t just about selling products; they’re expected to have a voice, a purpose, and a heart. The buzzword these days isn’t just about the quality of goods or services but about sustainability, societal impact, and transparency. That’s right, it’s not just about getting you to buy that dazzling pair of sneakers; it’s about making you believe in the cause those sneakers stand for.
With the rise of social media as the voice of the masses, the platform has become the new battleground for brands to take a stand, champion causes, and showcase their values. According to research, a significant majority of consumers, about 50% of users, want brands to take a clear stance on social and political issues. And where do they want to see this advocacy? You guessed it—on social media, the ultimate hub for reaching out and connecting with the world.
But here’s the kicker: doing this right isn’t just about hopping on the bandwagon of the latest trending cause. It’s about authenticity, genuine care, and knowing when, where, and how to make your voice heard without coming across as tone-deaf or just in it for the likes and follows.
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How Social Issues Can Be a Key to Business Marketing Strategy?
First things first, why should brands even bother taking a stand? Well, here’s the thing—customers want a brand that stands for something, a brand they can connect with on a deeper level. It’s no longer just about the product; it’s about the values it represents.
- Increases Revenue
It’s not just about likes; it’s about the bucks too. Trusted brands can command a premium, as Edelman’s report suggests. Customers are ready to pay more for brands they trust and that do good in the world.
- Building Trust & Loyalty
Loyalty isn’t just about repeat purchases; it’s about customers turning into your brand’s cheerleaders. When brands take action on societal issues, loyalty skyrockets, with 67% of consumers more likely to stick around and advocate for them.
- Winning Hearts from Millennials and GenZ
Millennials and Gen Z are all about values. A report found that the younger demographic is all for businesses that focus on sustainability and long-term social benefits.
- Spreading the Word
An emotive campaign on a significant social issue can go viral in no time. People love to share what they care about, and that’s a goldmine for brand awareness.
- Using Social Media for Good
If your brand believes in a cause, shout it from the digital rooftops! Authenticity is the name of the game, and social media is the perfect arena to start meaningful discussions and garner support for causes close to your brand’s heart.
Mastering Social Media Advocacy
Social media isn’t just a platform for sharing memes and pet videos; it’s a powerful tool for change. But wielding this power isn’t easy; it requires finesse, empathy, and strategy.
- Listen Up: Before speaking out, listen. Use audience listening tools to gauge sentiments and direct emotions into positive actions.
- Know Your Stuff: Do your research and back your statements with evidence from credible sources. Consistency in your brand’s voice across platforms is key.
- Choose the Right Social Media: Different platforms, different vibes. Tailor your message and content formats according to the platform’s audience and style.
- Keep it Real: Authenticity is gold. Craft your message genuinely; people can sense a half-hearted campaign from a mile away.
- Be Prepared: Social media activism can be daunting, especially during crises. Equip yourself with the right tools and knowledge to navigate these waters confidently.
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In conclusion, taking a stand on social issues isn’t just a trend; it’s the new norm. Brands need to go beyond selling products; they need to sell ideas, values, and authenticity. Social media has become the battleground for brands to showcase their hearts, and those who master this art will not only win followers but hearts, loyalty, and revenue.