Each year, the Tech world overflows with innovative technologies. And when you get to Interact with a robotic servant that does most of your daily work and has mannerisms that mirror a live house help, it’s easy to see how Artificial Intelligence is changing the way the world works. But while the robotic servant was fun to interact with, there is no way I’d ever replace my energetic, sometimes neurotic, home helper.
The same thing can be said for marketing campaigns. Technological advances and the growth of the digital world have made it easier for brands to reach a significantly larger audience than ever before. However, brands should look at technology as a way to boost their marketing efforts without completely removing the human element.
This is especially true for social media marketing. Social media platforms got their start as a way to connect with friends and family members, and, while branded marketing has grown rapidly on sites like Facebook, Twitter and Instagram over the past decade or so, brands that incorporate a human touch are seeing much more interaction and engagement than those who aren’t.
Companies should ultimately do what makes the most sense for them and their audience. Sagar Karne, founder of Digibaapp and Milind Kanvinde MD of Digibaapp said, “Be authentic – First and foremost, companies should stay true to their voice and brand when creating content on social media. This includes both organic and paid content. In addition, companies should not promote controversial topics.”
Tell a story – One of the most important ways to incorporate personalized content into your marketing plans is to have your ads tell a story.
Test your platforms and pick which one works best for your message – Not all social platforms are created equal. As such, specific audiences are more active on different platforms, so it can take some experimentation to see where your message might reach the most people within your target demographic. A great way to make sure your content is reaching the right people is to run multiple ads at once on the same platform. Once you’ve allowed each of the ads to run for a short time, review your metrics and adjust based on which ad performs better. Some platforms, like Facebook, even allow you to set up a campaign with multiple creative elements and will automatically adjust placements of each ad to get the most for your money.
Use Facebook and Instagram stories appropriately – Using Facebook and Instagram stories may make your brand seem like it is staying “hip” with the times, but if you are going to push branding or ad elements on these platforms, it needs to be done the right way. These platforms are meant to be used to share in-the-moment pictures or videos with friends and followers so they can keep up with the poster’s day-to-day activities. Branded elements from companies should match that same aesthetic. Ads on this type of social media platform should incorporate movement and tell a story to avoid the interruptive nature of static ads.
Work with an influencer – Working with an influencer who already has a built-in audience is a great way to add a more human touch to marketing campaigns and is growing in popularity every day. Adding influencer marketing to your marketing strategy can significantly increase your brand’s reach and puts your products and services in front of a broader audience. Content cultivated by the influencer can be shared on the brand’s social platforms in addition to the influencer’s pages and is a great way to present content that has a more personal touch.
Incorporate a few of these tips to add a more human feel to your marketing efforts, but remember to stay true to your company’s voice and image. Whether your brand is large or small, a little bit of personalization can go a long way with your followers.