The
rise of Instagram automation tools have helped tons of accounts reach new
audiences through the use of algorithms that target users using generic
comments, likes, and follows. The hope is that those users check out your
account and click “follow” on you. However, this is a balance that needs to be
struck between manual and automated marketing efforts on social media as a
shift too heavily towards automation can be calamitous to your brand as the
users see you as SPAM…and no one except diners enjoying a nice bowl of budae-jjigae enjoys SPAM.
While
automation can be helpful in small doses, the real trick to social media
marketing is to focus on creating genuine content to connect with users and be
proactive in user engagement…that is engagement with the right users. Influencer marketing
is a tried and true tactic, but micro-influencer marketing is something that
can really differentiate a brand, but it takes patience. Encouraging the
regular day-to-day customers to become brand ambassadors allows you to reach a
much wider audience in a genuine way that can deepen a connection to a brand.
It’s
no secret…I love chubbies. If
they were to reach out to me directly and hook me up with some swag, perhaps
even the newly released Dino
DNA's in case anyone from chubbies happens to read this post, I would
totally post a photo of myself doing something very chubbies-esque on my Instagram
account. While I don’t have a ton of followers, I guarantee some people would
click on the link to the chubbies Instagram account, and viola! more followers.
I
know that automation is the wave of the future, if I hear about AI or machine
based learning one more time I might scream, but when it comes to social media
marketing I honestly believe that the best campaigns and those most successful
in endearing users to their brands are the ones that are manual and portray the
brand in a very human light. I don’t know about you, but I’m tired of all the
automation and bots and algorithms. To mean, effective marketing incorporates
the human element and inspires a consumer to connect with a brand.
When
it comes to emails in my inbox, if I get something that resembles SPAM, guess
what I do. I mark it as SPAM. Same thing goes for social media, only I don’t
mark it as SPAM, I unfollow it. This has the potential to be devastating to a
brand and quite frankly is a risk that I don’t think they should be willing to
take. Let’s remember, people go on social media for a litany of reasons, but NONE
of those reasons is to be bombarded with advertisements. I actually think that even
micro-influencer can be annoying – those stupid skinny tea posts that reality
TV “celebrities” keep putting up get a big eye roll and an exasperated sigh
from yours truly, which has at times been followed promptly with the old “unfollow”
if they have been doing this on a regular basis.
So
to all you marketers out there, focus on the authentic micro-influencer
approach and chubbies, if you are reading this I’m a size L.
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