Social channels have more impact for brands when consumers promote the content.
This piece argues that marketers should shift their focus from bolstering their online presence to building brand affinity via consumer content. Platforms like Facebook, Instagram, and Snapchat can help marketers effectively utilise user-generated content and reinforce their connection with consumers.
To effectively connect with customers, marketers should understand the importance of consumers on social networking platforms. Businesses should look to source ideas for their content by leveraging brand conversations between their consumers.
Brands can further leverage social listening tools and influencer programs and utilise user-generated content for social media campaigns. Providing a more holistic customer journey experience can further help retailers and brands enhance both their digital and offline experiences.
[5 minute read]