Written By: Nicholas Gill
If you listen to the social media rhetoric of the last few years, it’s been about joining the conversation and engaging with your audience. But new research from TNS suggests 61% of UK consumers don’t want to engage with brands in social media.
It’s inevitable really if brands just leap in to the social space and add nothing but blandness and noise.
I’m seeing a lot of boring and bland “engagement” from brands in social media. There’s far too much of “it’s Halloween, have a treat tonight with <insert brand here>” or “it’s the weekend, celebrate the end of another hard week with <insert brand here>” or “<insert how the weather is today> so why not celebrate/make the most of/not worry about it* with <insert brand here>”as if our life revolves around <insert brand here>. It doesn’t. It’s lazy and boring especially if it’s the stock “filler” in your social content plan.
The analogy of <insert brand here> walks into a pub, shouts <vacuous statement here> and walks out again without bothering to “engage” with your response holds firm. I don’t want a conversation with you about the weather – I can see what it’s like outside my window – unless you give me a reason to take advantage of it; e.g. give me a £1 off your tasty, winter beverage this cold day and then I may be interested. Otherwise, it’s just noise. Which is what social media was never meant to be. And why nearly two thirds of consumers don’t want to engage.
Most people don’t want a conversation with your brand. Less still a constant broadcast of why your brand is so great. Most were probably initially attracted by an offer or competition. But got bored by the poor content spewed out daily with little thought and little interaction when their audience have a question or a problem; missing the holy grail of social which is real-time engagement and adding value.
It’s common sense really. How can your brand intervene helpfully in the daily lives of your audience? Switch the thinking from inside-out to outside-in. Be colourful. Be creative. Be interesting. Never be bland. And please let’s avoid the cliché of “enjoy Christmas with <insert brand here>” this year.
Nicholas Gill is Planning Director at DCH, leading the strategic development of integrated marketing experiences to improve business performance.He has over 15 years experience as a strategic lead and client partner working with brands including Fiat Group, Ford, Unilever, Shell and Activision for leading agencies including Ogilvy, Digitas, Wunderman and TMW. He is a contributor to the European IAB Interact Congress blog and regular speaker and thought leader in digital industry events and publications.
