Would there be a way to overexaggerate Social Media’s effect on the 21st century? I honestly doubt it. From likes to tweets, no other period in history has witnessed worldwide connection like the times we live in. The Global Digital Report (2019), put the number of internet users worldwide in 2019 at 4.4 billion, (up 9.1% year-on-year) and the number of social media users worldwide in 2019 at 3.484 Billion, (up to 9% year on year) with Facebook alone recording 2.41 Billion users.
Yup, you read right. Billion.
The internet has become the world’s playground as man satisfies his primal need for socialization. Thoughts, views, opinions, fears, etc are shared instantaneously, creating communities that are willing to put away real-life differences for the thrill of connecting with strangers.
Great, right?
As a ubiquitous service, there’s no gainsaying it’s here to stay. Social Strategy, a phrase that had been relatively unknown until now has sprung into the limelight as brands and businesses compete for attention and loyalty in a cacophony of daily information. This “Sea of Content” has evolved and shaped the current business model, with companies channeling cash to fund brand awareness and foster a sense of belonging between customer and brand. SME’s are always looking to position themselves in the center of the attention via engagements, likes and follows as they attempt to remain prominent in the consciousness of the Public. This has given birth to the rise of the influencer, a word spoken with some kind of bad connotation, whose job is to infect, affect and shape people’s thoughts, views and ultimately decisions to favor a particular brand. Successful Campaigns like MTN’s man in the box, See finish, Paystack’s storytelling edge and Zikoko’s NairaLife have shown that a balance of social storytelling and strategy can result in a well-rounded overall experience; a win-win for everyone involved.
However, the insatiable need for content has its dark side, as any human being with internet access can confirm. From trolling to incessant arguments, some parts of Twitter, Facebook, and Instagram have become an avenue for online bullying. Internet scammers, preying on man’s natural need to connect with his fellow man now roam the tweets, masquerading as beautiful women to scam unsuspecting people. O je wa keng, a popular trend that caused even the hardest of men to spill their guts has been watered down to its android version: sco pa tu mana. I mean, Skibi didn’t die and resurrect for this.
In this sea of noise, SME’s will not be left out as most have attempted to join the conversation as well. A couple of brands now hire one or two influencers, popular faces with huge followings and charge them with tapping into this social sphere. But this concept has almost always gone awry, as there seems to be a profound lack of substance inherent in the content. It has become commonplace to see obviously incendiary tweets replied with “Follow, I follow back” as every Tunde, Dickson, and Tari attempts to grow their followings so as to chop their share of the e-cake. No topic is off-limits, no joke too morbid.
How does one Stand out from this cacophony of voices, each trying to drown the other out? There's no hard and definitely no fast rule to it, but unique content not only attracts, it converts.
As an emerging brand in the Nigerian market, you must be wary of this tempting path. The allure of plenty engagements, (a KPI for some) can be very enticing but must be approached carefully. Trends come and go but good content compels. The ability to Inform, Educate and Entertain are the 3 pillars on which best content rests and your strategy should encompass these ideas. For me, achieving this is quite simple, as people will always connect with experiences they can relate with. Creating this can be as easy as talking to a friend about your product and discovering what they like, hate or remember about it. More specifically, your content must tell a story.
The best brands use stories in campaigns because stories sell feelings and feelings sell products. Ever wondered why there are no shoes in Nike ads?
“Everyone loves a good story”
— Tyrion Lannister, Head Content Marketer, Small Council.
