Our Social and Content Lead, Milly Bellotti, guides us through some of the trends we are seeing in Social in 2018 and gives her expert view on how FMCG brands can use these insights to craft great Social Media strategies.
Factors impacting FMCG brands
Direct to consumer is an FMCG Social Media trend which has been growing in the last 5 years. Whether it’s social selling or building that consumer relationship via social channels, it’s a big consideration in the FMCG sector which has typically been reliant on supermarkets.
The launch of new product and service offerings – we know from Collider’s launch intelligence research that ubiquity amongst your target audience is really important for FMCG brands. In social media you can do audience research through social listening and use advanced targeting capabilities to reach that audience frequently and for a lower cost than traditional channels like TV.
With the boom in voice-controlled devices like Alexa, it’s more important than ever to be front of mind with consumers and social media is where you can reinforce that brand relationship – the aim is to have consumers say ‘buy me Lurpak butter’ and not ‘buy me butter’!
Communicating sustainability and purpose. This is increasingly important to consumers, and social media is the perfect vehicle to express your brand identity.
Brand experiences are social currency now for consumers and brands need to make sure they’re delivering on these and extending them through social media in a way that engages their consumers. With a heritage in experiential, that’s where we at Collider can marry the two like we did for Manomasa and their ‘live with spirit’ campaign.
Is organic social media dead?
While many will blame Facebook’s algorithm, this is simply because of the sheer number of content being posted daily. The average person scrolls through 300 feet of mobile content every day, 360 ads a day. Churning out high numbers of organic content because it’s free is not cost-efficient and has little to no impact on your brand awareness and ultimately sales.
SOCIAL STRATEGY TO CUT THROUGH THE NOISE
Social listening. Here at Collider we’ve just undergone an exhaustive analysis of all major social listening tools out there – we now have Brandwatch which we concluded was the best one in the market. The are lots of reasons why social listening can be incredible useful, some of the main ones are:
– Analyse your competitors’ share of voice
– Track campaign performance – one of the reasons we chose Brandwatch was the ability to look across all online channels including forums and media
– Tap into conversations happening about your brand that can help shape your content and sometimes even your product. Research done on social listening platforms can reveal insight that help you tailor your product to your target audience
Audience definition – knowing who your target audience is.
Social brand guidelines – a strong brand identity which plays out across social channels.
Paid social strategy – in the age of declining social reach, it’s essential to have a strong paid strategy in place to reach your defined audience. These days it’s all about fewer, bigger better.
72% of people who complain on Twitter expect a response within an hour and band reputation can be negatively impacted from brands who ignore these conversations.
In a Sprout study, ‘being responsive on social media’ was the top action that prompted purchase, above promotions and ‘being funny’. Consumers don’t want to be given an email or number to contact, they want to be able to resolve their issue or query on the channel they’ve used to make contact
COLLIDER’S POINT OF VIEW
Invest in full time social media support to interact with consumers. From proactive outreach, to a strong social TOV, community management can help you build an established and memorable social media presence like Innocent’s or Tesco Mobile’s.
Agencies like Collider are sometimes best placed to manage this because of the social tools, capabilities and skills. However, if your brand receives high levels of queries that need an immediate response and require specialist knowledge or back-end access then an in-house team makes sense.
Repurpose relevant content across different marketing channels for cost-efficiency, ensuring you’re not using a one-size-fits-all approach
Have a central theme or creative concept which works as an umbrella for brand communications for consistency across platforms and a brand vision. For Bookatable’s 2018 digital campaign, we worked on a creative concept but had different executions according to the channel, from a press and hold ad on Facebook, to display banners.
Don’t look just at an influencer’s reach. Consider audience, engagement and skill which are far more impactful than just big numbers.
Work collaboratively with an influencers to create meaningful engagements.
They need to be looked at as creators who can talk about or demonstrate the value of your brand is an authentic way.
Long-term partnerships are a good way of building a relationship with both the influencer and their followers.
what FMCG social media trends are you looking out for?
1. Smaller brands leading the way in FMCG over big brands – these digital-first new entrants to the market know how and where to communicate with their target audience and FMCG giants need to take a close look.
2. User generated content – 40% of consumers are seeking out UGC before making a purchase. It’s also a very cheap way to produce content!
4.E-commerce adoption by FMCG brands – some use third parties like Amazon, others like Heineken have partnered with Deliveroo and Hellmans has signed up with Quiqup. You can also sell direct with Facebook. This will only continue to grow with FMCG brands trying to lessen their reliance on supermarkets.
5. Brand Values – research has shown that advertising the values that underpin a product is more effective than advertising a specific attribute or consequence of buying it. For example, Dove actively promotes topics that are important to their customers on their social channels, rarely showing products.
If you’d like to get in touch to discuss these best practice insights and how we can apply these strategies to your brand for a game changing social media presence, please get in touch.
Words by Milly Bellotti
Social Media Lead
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