A recent study by Havas Media and Crowd Emotion found that only 20 percent of branded content posts appearing on Facebook generated any emotional response. When emotion is key to consumer connection to a brand, this seems to spell doom for social media marketers.
But marketers don’t have to abandon social posts completely, especially when they have spent the past several years curating massive amounts of ‘likes’ and followers. While Havas Media suggests creating “intense” posts that are highly dramatic to garner attention, Wayin CEO Elaine Feeney does not think this is necessary.
Instead, marketers should give incentives to customers within social posts to visit their owned site. Once on the homepage, customers can see a social hub that aggregates all owned social content as well as authentic customers posts to display a cohesive, living brand story. Once consumers are engaged here, they will continue to interact with branded content on social media.
People in advertising do not like to admit it, but they do often believe in two choices. If the content is bad they will pay to get more views and exposure, but it content is good then they will see if it trends organically.
Do you take any notice of branded content posts appearing on Facebook?