Most brands have mastered the art of creating trending videos on TikTok - going viral has been easier than ever. However, one viral video isn’t enough to market an entire brand, viewers must have the desire to click the follow button and take a genuine interest in all of the content produced by the brand.
One Harvard Business Professor says that “95% of purchasing decisions are subconscious” and that “emotion is what drives the purchasing behaviours.” With this in mind, it is clear that emotions tend to lead to sales. A user who believes in your content, and of course your product is likely to purchase from you regularly, and marketing in an authentic and personable manner seems to be the new tactic.
Check out how our Talents have participated and continue to take part in playful marketing when collaborating with brands, showcasing their personalities, and connecting with their audiences.
V Girl Sarah Lysander is a great example of how incorporating personality and playfulness into content can reach a wider audience and get social media users to click that follow button. Sarah boasts a following of 207k+ across all her social media platforms.
Parisian beauty Mara Lafontan is never afraid to show her personality, especially when collaborating with brands. She is genuinely interested in the brands she works with, which is palpable through all her social media accounts.
Beauty aficionado Annabelle Hoy is a prime example of how injecting playfulness and personality can get users to stay engaged with your content.
Pinpointing how to be more relevant and appeal to your audiences is different for everyone, however there are some tips which can be used across industries.
A/B testing: This is a great way to see what works for your brand and what doesn’t. A/B testing is method of comparing two strategies against each other to determine which one performs better. It is somewhat risky in terms of possibly hurting the brand image, however, risks must be taken in 2022 if you want to keep up. Identify short-term marketing strategies and see what draws in the most.
Look at previous content: Pretty self-explanatory, yet crucial. Have you tried changing your content strategy in the past? What posts did well and what didn’t? Question everything you’ve done thus far.
Deep-dive into brands that are doing it right: Ensure you analyse all of the top performers by tracking what types of playful content they tend to post and how they are able to do it authentically – remember, don’t look like you’re trying too hard to fit in, and risk becoming a Twitter meme where people are laughing at you, not with you.