Why big brands should take a social out approach to marketing

Brand leaders are embracing the new paradigm of e-commerce, and new terms to capture it are entering the zeitgeist. It’s “social out”..

Social out marketing is a strategy that centers around social media content and distribution formats and leverages other channels to amplify storytelling.

“Social-out marketing puts social media at the heart of your marketing strategy, rather than as an appendix,” says Charles Ifegwu, managing director of The Fifth, the social creative agency that coined the term. . “Today, this is where culture is formed and where culture is amplified to increase the effectiveness of marketing execution in other channels.”

As consumer attention shifts to platforms like YouTube and TikTok, major brands are pivoting around social out methodologies to drive continued relevance. Here’s what marketing leaders need to know:

Social first and social out

Brands and their agency partners have been talking about “social first” for a while now. Under this paradigm, brands invest in creating content aimed at staying alive on social and promoting important messages on those platforms.

Social Out is unique in that it speaks to the realization that social can be leveraged to create breakthrough content that transcends its original platform and ultimately influences and survives on other channels. . It focuses on building community and fostering ownership and buy-in from the audience that drives customer action.

“SiriusXM and Pandora’s Vice President of Content and Growth Marketing, Tatiana Holyfield, said: “Social media is the most easily accessible distribution platform for large audiences and allows us to unlock the next wave of subscriber growth for our app products. We leverage social content marketing to “We build brand awareness at the top of the funnel, drive mid-funnel consideration, and move future subscribers downstream to convert them into paying customers who are loyal to our brand and content over the long term.”

This methodology also takes into account the concept that conversations are possible across digital and physical touchpoints. This allows marketers to build, continue, and increase momentum in a way that prioritizes continuity and platform nuance. Strategists can tailor messages based on consideration and execution to leverage social influence outside traditional boundaries.

The power of attention beyond platforms

The numbers show why social outmarketing has become essential, and it all comes down to intention and attentiveness. His TikTok users in the US currently spend an average of 95 minutes per day on the platform. YouTube still accounts for the largest share of video viewing time among Gen Z and Millennials. Connect your overall marketing strategy across budgeted channels by building your marketing strategy around high-visibility social platforms while harnessing the power of that attention to influence elsewhere. , improve your ROI.

Direct-to-consumer brands that previously relied heavily on search are now focused on platforms like TikTok and Snapchat. These brands were built on a keyword-driven performance marketing model. Social media has turned marketing upside down. Awareness now drives discovery and performance, not the other way around.

Search remains essential, but search and discovery behaviors are changing, with younger generations discovering more products through social channels.

Third-party cookies and algorithms

While the significant increase in time spent on social apps is driving the adoption of social outing, another factor is acting as an accelerant. The elimination of third-party cookies has reduced the ability for brands to target ads on the open web based on users’ browsing history.

“On the other hand, the walled garden of social media apps provides brands with a huge reach built on the first-party data they own,” Ifegwu says. “This culminates in TikTok.” The For You feed provided by TikTok’s algorithm (the first feed you see when you open TikTok) allows brands to hyper-target individuals to their interests. Gain access to your audience. Compare this to the reduced opportunity to accurately target consumers in other regions.

Upstream impact

Brand building on social platforms has also expanded its influence upstream, from sales-focused key opinion leaders to brand builders who create culture and community.

“Influencers who are sales-focused and promote discounts still have a role in tactical campaigns,” admits Ifegwu. “But long-term brand building requires partnering with influencers who set trends and shape consumer values, while aligning with the ethos and ethos of the brands they collaborate with. It allows us to build seamless and authentic relationships between brands.”

As an example, the kind of creator traction that Charli D’Amelio has gained, whose viral TikTok dance spawned thousands of renditions and memes, is key to tapping into the pulse of culture rather than just a shilling product. It shows that.

TikTok’s ad revenue is expected to reach $17.2 billion in 2024, an increase of 30.7% from the previous year. However, just spending money on the platform is not enough to realize its full potential.

Brand building through traditional media is slowly fading away as new media emerges and revolutionizes the way brands plan and execute marketing campaigns.

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