Multi-faceted people

Most individuals today lead multiple lives. Though technology and data analysts would have brands believe that people can be mapped by patterns and therefore their preferences predicted, sadly this is the exception and not the rule; just yet.

With hyper-personalisation and bespoke experiences being the battleground to offer moments of customer delight, brands are hitting a wall when it comes to their social media presence.

Another concern that brands are battling is that all most all social media platforms offer the same features – they come media integrated, support multiple formats of content, are keyword led in some form or the other, among other things. But, and this is a where there is a big twist in the tale, even though social media platforms are similar an individual’s usage of them is not.

The dichotomy

Let’s elucidate this with an example,

Mrs. X is a home-maker and mom, who is fairly active across social media platforms and micro-blogging sites, namely Facebook, Instagram, YouTube and Quora. Now, you’d believe that she spends the maximum amount of time on Facebook connecting with her circle and liking posts on Instagram. What brands don’t miss is that she is active on Quora – because the platform offers her the means to voice her opinions and help others in need. She also has a soft corner for YouTube as it helps her figure all the ‘How Tos’ of her life.

So while on paper, the most engagement in terms of numbers takes place on Instagram in the form of double taps, it is Quora where she actually expresses herself freely.

This opens up another can of worms. A consumer’s expectations from a brand change from platform to platform. Replicating content or making it platform appropriate in terms of specifications is not the way around this. What brands need to have in today’s day and age is a platform specific approach. Contrary to popular belief and what most marketers would advise, a platform specific approach cannot just be decided on what each platform has to offer, but also what the makes each platform relevant in a consumer’s life.

Deciphering the objective

Facebook – People are active on Facebook to interact with their peers and social circle. Sharing moments from their lives and expressing their views about it is what keeps the platform relevant.

Instagram – This is the platform that people reach out to, to be inspired – from food to fashion, from hobbies to hair care tips, from music to matchstick art, and everything beyond and in between.

Twitter – The dwindling numbers of Twitterati are proof that this platform is suffering. However, what makes it a value-add for the advocators of the platform is its brevity. It’s ability to let people know about glocal happenings is its biggest draw.

Snapchat – a favourite among young teens and Gen Z, selfies and the short shelf life of the content makes this platform retain a space on smartphones. 

LinkedIn – The gateway to present the professional side of one’s personality and connect with a clout that will enable people to get a foot in the door form this platform’s main draw.

Quora – Reaching out to people who have gone through similar experiences and expressing one’s own allow Quora to have people from all walks of life sign up on the platform.

Pinterest – Showcasing one’s own art, scrapbooking and saving things for future reference is what Pinterest is all about.

Ball in your court

Social media is the key to one-on-one customer communication. At Brandsum we don’t just focus on communication, as the customer is still our king!