As we count down the final days of 2020, a year we could never have imagined and would collectively like to forget, how we promote clients and brands has been redefined.
When social justice marches spilled onto the streets and downtowns of cities across the country and the threat of the Coronavirus became deadly real, advertisers quickly realized every “promotional” move would be scrutinized. Some learning the hard way.
If there was ever a doubt about whether or not “conversations” could make a true difference for brands, one only had to look toward Ocean Spray’s Tik Tok success or a recent Twitter study showing a 10 percent increase in brand conversation could increase brand sales revenue by up to 3 percent.
Now, with an even stronger focus on these all-important conversations, companies are diving deeper and asking internally, “What role should we be playing?” and “How can we help?”
While many in the communications field have long-held social inclusion and empathy as crucial tenants in any brand toolbox, this year has emphatically shifted these to the top. And that’s a good thing. Consumers demand companies they support reflect their values and ideals.
In July, Twitter published seven strategies that draw on the best practices from the most effective brand activations. These insights reflect the success of leading brands that understood the customers’ mindset and today’s new landscape before taking action.
These strategies will continue to lead the conversation as we ring in the new year and beyond.
Seven Strategies from Brands Leading the Way
1. Lead by listening.
The brands that have thrived have understood that people want brands to be communicative, supportive and people-first.
2. Lead with purpose.
Now, more than ever, brands need to show their ideals and use their position to affect positive change.
3. Lead by example.
Provide useful information to help people navigate uncertainty and remain calm.
4. Lead with something new.
Brands that launch (or relaunch) in a downturn experienced 15-25 percent excessive share of voice growth than the general average growth.
5. Lead by connecting.
Brands lead by connecting and maintaining relevance by turning live events into virtual ones, connecting to virtual celebrations and leaning into what people care about.
6. Lead with agility.
Brands lead with agility and use creative ideas to solve existing limitations. They evolve their content strategy by transforming old assets into new ones and creating new content with creators and influencers.
7. Lead with positivity.
Seventy percent of people on Twitter think it’s important for brands to help boost positivity and promote positive stories.
These seven strategies make for a great communications campaign checklist or targeted messaging plan.
Be sure to check out the full report with great Tweet examples for each strategy, and some great communications inspiration as we get ready for a new year.
Here is to a safe, happy and productive 2021 for everyone.