Many marketers constantly balance authenticity and brand consistency on social media, especially when it comes to short-form video. The dilemma is often approached from two extremes: advertising-style content doesn't work on TikTok or other social channels, so should we strip the content of everything recognizable to the brand and seek purely native channel trend content – or should we slap the company logo, slogan, and a dozen other things on screen in the first seconds of content, so that some memory trace sticks in the viewer's mind?
Some marketers have already thrown in the towel before even going on social media. In meetings, it's suggested that our brand doesn't matter and social media ads are watched for a maximum of two seconds. So the logo should be placed as large as possible right at the beginning!
However, brand content is also consumed on social media for tens of seconds and even minutes, as long as the content itself is good. Social media can no longer get by with a TV spot's ten-second cut-down, but rather channels must be planned and produced with their own creative content that takes into account each channel's and content format's specific rules – such as the fact that short-form video needs a hook at the beginning that engages the target audience to continue watching, and content or style that in turn keeps the audience watching the video again.
If the core of the content isn't solid, wrapping it in brand colors or placing a large logo in the first seconds of the video won't guarantee make the content more appealing. Quite the opposite: especially among young people, those who grew up on social media – Gen Z and Gen Alpha – identify advertising and marketing unusually easily, according to research. Slapped-on advertising is perceived as off-putting, while authenticity and roughness are perceived as trustworthy. In the worst case, repeated negative advertising experiences can create negative attitudes toward the advertiser. [Source]
With reasonable certainty, it can be said that content planned and produced channel-first for each platform engages and builds organic audiences better than recycled advertising spots or overtly tactical logo splashes. Nevertheless: if the content doesn't stick with the brand clearly enough, reinforcing desired brand perceptions or memory traces, the content can, bluntly put, be as good as nothing in the worst case. The goal of long-term brand marketing should consistently be to increase brand recognition and memorability in consumers' minds – so content shouldn't be completely stripped of brand identity, but rather leverage its characteristic elements in an appropriate way.
Even branded content can speak to the target audience if the whole is thoughtfully considered. When the content itself is relevant to the channel and feels native in its approach, identifiable brand elements can comfortably go along, such as visual color palette, brand fonts, or music.
According to research, a marketer earns the loyalty of a younger target audience most effectively with content that reflects the brand's unique identity, rather than by constantly chasing trends. In all target groups, following brand channels is most readily discontinued when the content has become too repetitive and advertising-like. In the long run, it's therefore better for the brand to focus on creating its own distinctive voice and identity rather than chasing trends. [Source]
However, the appeal of trends and fun internet memes shouldn't be underestimated, but rather treated as entry products to the brand's channel and thus to original content that generates added value. By leveraging trends, the marketer also communicates that they understand both their audience and social media platform culture. However, the entire foundation of social media marketing shouldn't be built on them alone, because with trends alone, a brand won't gain genuine business benefit from social media in the long run. [Source]
Integrating trend content into the brand's identity and other marketing communications requires creativity and fine-tuning skills from the marketer. How do you tap into trends that change in a blink of an eye in a way that's relevant to the brand, tying seemingly completely unrelated content to the brand's core messages and business objectives? However, trends shouldn't be forced, so it's also a skill to understand which trends are worth jumping on and which to avoid.
When strategically planning the overall marketing effort, a company should approach social media with the value it deserves to get maximum benefit from their efforts. Brand social channels can't rely on ads alone to spark target audience interest, nor on trends alone to keep the audience interested for long. At its best, social media is a combination of both extremes – both and everything in between. Tactical messages with native executions, trends with brand-appropriate twists. Original, authentic, and thoughtful brand content that creates a memory trace and engages the audience with the brand or its products. And if viral content happens, that's even better!
Are you looking for a strategic partner to plan your brand's social media content in a way that speaks to your target audiences? Get in touch!
