The huge rise of messenger bots is a testament to this “human” element. Why subscribe to a newsfeed of branded content targeting the lowest common denominator when instead I can get a personalized, curated experience straight to my go-to messaging application.
In function yes, but in form no. There are certain expectations and privileges associated with messenger that do not exist on a newsfeed. In the words of the great Canadian mind Marshall Mcluhan, “the medium IS the message”.
A brand coopting a messenger channel is much more powerful than appearing in a client’s newsfeed because the channel itself facilitates a personalized, human experience. After that, the content is almost incidental.
Absolutely! Owning the content channel is of critical importance. Today’s most successful brands are positioning themselves as media companies. The RedBulls and Under Armours control the conversations around their brands through owned media.
However, owning the channel is only half the battle. Vertically producing and distributing media is easy to control, but does not necessarily build brand trust. Content needs to be social by design, so brands can transition seamlessly from owned to earned medias.
Striking a balance between types of media is an exercise in hedging risk with a diverse marketing portfolio. All media aspires to become EARNED, it does not matter what path you take to get there - going viral is the ultimate credibility stamp of consumer trust!
So my question remains, how does a brand shift that conversation from taking place exclusively on paid media or will they always be stuck with part of their audience engaging on Facebook or Twitter only?
Snapchat Filters, 9gag Gifs, Musically Lipsyncing - all cary social currency for a brand. In order to stimulate a conversation, brands need to package their message in the most socially accessible format possible to allow for seamless sharing. Paid amplification can follow.
As a brand, you want conversations taking place about you and WITHOUT YOU. So to return to Doctorow, content may just be something to talk about. But if its poorly crafted content, the conversation will never happen in the first place.