No one can deny the powerhouse social media giant that is Facebook. This leads to many underestimating the power and viability of other potent social media sources for generating traffic, drawing leads, and in this particular case – drawing massive exposure for your business and your brand.
Take this example about a jewelry company and their use of Vine for building their brand. Vine's are short engaging video clips that loop continuously by default. With a short enough clip, this can create a quick, repeatable message, idea or concept that feed multiple views to the user, essentially allowing you the opportunity to present your brand in an engaging and fun way.
Back to jewelry company, consider this brief interview with the Director of Marketing Danny Gavin of Brain Gavin Diamonds, then read the takeaway the interviewer has from it down below.
Focus on branding, not selling
Since many emerging platforms are, well, emerging, there hasn’t been a lot of commerce on them yet. Most social platforms focus first on building an audience, and only later on actually monetizing that audience.
New social platforms tend to have a loyal, niche audience that is looking for authentic, organic conversations and wary of the nefarious effects of commercialization. So whatever content you create, make sure it rings true with what the social platform is known for.
On the Brian Gavin Diamonds Vine account, the company used Vine for these lighthearted qualities.
As you can see, there is no call-to-action. No mention of what products Brian Gavin Diamonds even sells. Just a fun little video with a holiday greeting and the logo.
While digital has become known for that Holy Grail of Marketing — a purchase you can directly track back to an ad or other promo — you should approach emerging social platforms with a decidedly old-school approach: focus on branding, not selling.
Here's the vine in question:
Ultimately, get to know new customers
When I talked to Danny, the company had reached six million Vine loops in just under a year.
“A loop is one time the Vine goes through, so it’s about 6.5 seconds. Your average person will look at a Vine three times. So when you look at how many people we’ve touched through this platform in almost the past year, we’re dealing with almost two million people,” Danny said.
And since we’ve talked, that number has grown to 7,143,003 loops from only 38 posts.
Beyond engagement on Vine, these videos seem to be driving traffic to the diamond retailer’s ecommerce website.
“On the Vine platform, there aren’t really links that you can directly click through. But we did notice that our direct traffic increased significantly during the time period of really pushing the Vines hard,” Danny said.
If you want to see the other tidbits, check out the sherpa blog here –> Sherpa Blog. Ultimately though, we're not saying to go out and start making your best Vine. (probably couldn't hurt to give it a try!) It should give you some perspective on leveraging the various social media tactics to engage and grow the affinity you have with your audience. It isn't always about selling to your crowd, so don't forget to build your brand in fun and engaging ways that others overlook.
Be a pioneer every once in awhile fellow marketer.
See you on the trails!
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