The world is changing every second of every day surrounding the latest topics, discourses, trends and working practices. A lot of areas of business also have to keep up with these changes in order to stay relevant and relatable to their target audience. The key thing for me that I’ve found extremely striking in my research journey, is the tone of voice of a company, and how that can make all the difference when it comes to marketing a product. Just check out this image below.
There are increasing numbers of companies trying to utilise a unique tone of voice, for example through the social media marketing genius war of Aldi and M&S surrounding the #FreeCuthbert campaign. This year 58% of consumers visited the brands social media page before going to their website, perhaps to check out the way they address their customers and how their reputation is with their audience?
This was an 81% increase on last year making it increasingly clear that tone of voice and more specifically, brand personality, is having a massive impact on catching and keeping the eye of new consumers. It’s also easier to make social media content far more engaging for your target audience, increasing the activity on a post. As we’re becoming increasingly aware, a vast majority of social media platforms algorithms work on an engagement calculation, pushing more recent posts with high engagement to the top of followers feed, and blurring out the less engaged content from the platform.
Statistics taken from: https://animoto.com/blog/video-marketing/paid-vs-organic-social
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