How to beat the trend of social media detox and boost your marketing power
Wednesday, December 18, 2019
One of the emerging social media trends of significance is the concept of "detox" — consumers who are unplugging from their social media accounts either partially or entirely. The numbers are significant: a study from Pew Research Center found that 26% of social media users deleted their Facebook smartphone app last year.
Social media users do this for many reasons but most often do so because they feel overwhelmed by the stresses of constant social media engagement.
Furthermore, a new study by Matthew Lapierre at the University of Arizona finds a link between smartphone usage and depression. Another new study from authors at Stanford University and New York University finds that deactivating social media can impact your well-being and improve your lifestyle in positive ways.
How can you make sure that even those who detox keep up with your products, services and content online? Be their feel-good exception! Here are some strategies you and your team can employ:
Sending a message via social media that commiserates with them, such as, "Hey, we get it, social media can be negative and exhausting sometimes," can be worth its weight in gold. In your message, ask your audience to stick with you and explain that you intend to bring them product and service info that will make their lives better, not stress or annoy them any further.
Positive brand outreach.
When planning new ad campaigns, always put a smile into your copy. Use engaging, positive language, and make sure your audience sees what you have to offer as effective, enhancing, helpful, fun to use, and indispensable to their lifestyle.
Stress customer service speed as an asset. Make your audience see that if they continue to engage with your brand on social media, you will make every experience they have with your brand a good one.
Many people dispense with social media when they perceive, either through a negative personal experience or by hearing about experiences from others, that their privacy is at stake for being compromised by a brand or platform. Stress how scrupulously you protect all private identifying info your customers provide to you.
Then, walk the walk: put more-than-sufficient resources into protecting against data breaches and tech glitches. Give your audience every reason to trust you.
Spread your advertising resources around so you're not relying on social media marketing exclusively. Look into other forms of digital advertising and old school techniques like direct mail, which still can work well.
Survey to break down exactly what your audience is tired of seeing on social.
Ask your audience what turns them off in terms of advertising styles, i.e., too-frequent messaging or an inauthentic voice — then don't do it. Simple!
Use influencers who respond and empathize with your audience's desire to detox.
Make sure the influencers you use are truthful in relating their own frustrations and, at the same time, honestly stress the benefits of your brand. If your audience's relationship with these influencers is strong, your brand will not fall by the wayside in their minds.
Put a stronger emphasis personalized chat with your customers to monitor interest…
… or lack of interest in the products, services and advertising you're putting out there. When you see negative patterns, turn the tide as needed and change what's not working.
It's crucial to take your audience's temperature in a thorough way and let them know you respect their time and opinions. Keeping your message supportive in just the right way will keep you immune from the effects of detox...and increase your bottom line!
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