Branding in the Age of Social Media

by | Jul 30, 2020 | Marketing

A person in a gray shirt extends their hand forward. Floating above their palm are interconnected icons and text that reads "BRANDING WITH SOCIAL MEDIA," with symbols for communication, security, and various media-related elements. A world map is blurred in the background.

A few years ago, businesses were eager to step into the new age of technologies to do branding uniquely and innovatively. In the era of YouTube and Facebook, they started building the brand over multiple platforms. But as the competitive forces increased, the efforts also started fading.

While leading the digital marketing strategies, organizations started focusing on branded content. Everyone had a single thought that if they succeed in ruling social media and developing direct relationships with customers, they could succeed in the long run. Businesses could tell great stories and build real-time connections; they would become community leaders. Well, companies invested an unlimited amount in following this vision. Although many businesses also succeeded with this approach, many others failed to make a mark. So, it is high time to analyze what went wrong?

In this scenario, we need to remember that brands succeed only when they successfully create a culture. Branding is all about setting up cultural relevance, and digital technologies can be used in this direction more effectively. There is no doubt that crowd culture has changed the branding rules by a considerable level, and today, businesses need to analyze the best approach to achieve their goals.

Why sponsorships and branded content used to work?

Although many promoters say that branded content is a whole new thing, it was invented in the age of mass media and is now associated with a digital concept. Decades ago, businesses used to follow some entertaining approaches to raise awareness about their brand. They preferred songs, cinematic tricks, short-form storytelling, and other empathic strategies to win audience interests. At that time, this form of content worked more effectively because there were limited cultural competitions. Some brands also set up a new culture by sponsoring events and TV shows. As brands had limited access to popular entertainers, brands worked more like intermediaries.

But with time, people shifted from cable TV to the internet where they got the opportunity to opt-out of ads. The shift was the hardest phase for brands as they could buy fame anymore. They had to compete using real entertainment. Many of them started creating short films posted on the internet, and for this, they started hiring experienced firm directors. These practices further gave a boost to branded content.

Beyond branded content:

Although companies have started putting more faith in branded content, some empirical evidence forces them to reconsider this option. Today they need to be more creative to beat the competitive forces around. Also, it is essential to focus on multiple channels and different markets to target a relevant audience. Other than this, many brands are considering celebrity-based promotions to highlight their niche. It is surprising that people get more influenced by their favorite entertainers and are more likely to follow their respective brands. However, for many others, the product’s quality and customer service is still the most critical aspect.