businesses core value

Authenticity is in, Artificiality is out.

We are back with our monthly GoViral blog and this month, we are delving into the topic surrounding how businesses that are value-driven and have strong brand messaging are maximizing their brand loyalty. People are sick of being sold to and want to feel seen and heard. Most businesses continue to miss the mark, updating people about product features but fail to show the true value and people behind the brand. People buy from people. We share four simple but effective strategies that your business needs to implement if it wants to thrive this year. Let’s get into it!

How businesses are missing the mark

Traditional marketing techniques were straight to the point and created for the masses. There wasn’t a specific target audience they wanted to target, it was for everyone and anyone.

Marketing to the masses has proved costly to businesses and takes up valuable time that can be better spent elsewhere. Businesses that cut costs on marketing are missing out on maximizing their brand loyalty through engaging with their community and having strong brand messaging.

 People are more interested in the people behind the brand than the products.

People crave connection

The rise of social media and apps such as TikTok during the pandemic saw a huge increase in people spending more time on their phones to stay connected to their family and friends. When was the last time you looked at your screen time?

With businesses, hospitality and other establishments closed down because of coronavirus, people wanted to stay connected more than ever.

What once was an app for teenagers showing off their best moves has exploded into a platform where social issues such as equality, diversity, and inclusion are spoken about daily. The pandemic, along with the rise of TikTok, opened up a platform for people to speak up and stand up for what they believe in.

A piece of content or a story that invokes an emotion in the person reading causes people to act out an action. This can be reposting to their story for their followers or sharing directly with their family members because they know they’ll appreciate the content. People like to share content that aligns with their values.

The power of storytelling

The rise of social media and apps such as TikTok during the pandemic saw a huge increase in people spending more time on their phones to stay connected to their family and friends. When was the last time you looked at your screen time?

With businesses, hospitality and other establishments closed down because of coronavirus, people wanted to stay connected more than ever.

What once was an app for teenagers showing off their best moves has exploded into a platform where social issues such as equality, diversity, and inclusion are spoken about daily. The pandemic, along with the rise of TikTok, opened up a platform for people to speak up and stand up for what they believe in.

A piece of content or a story that invokes an emotion in the person reading causes people to act out an action. This can be reposting to their story for their followers or sharing directly with their family members because they know they’ll appreciate the content. People like to share content that aligns with their values.

How Gen Z’s Values are Shaping the Content Industry

Companies know what products they sell but do they know the values that represent the business? The term “value statement” is used in marketing strategy because of its importance to the all-over success of a business. If you don’t know what your value statement is, start writing one.

One of the most important cohorts that are value-driven are Gen Z.

They are the first generation to grow up with the internet compared to Millennials and Gen X. 

This means they’re more clued in on what’s happening in the world and are more involved in social issues, not afraid to speak up on certain issues especially if it involves a business.

Gen Z’s values are centred around diversity, inclusion, equality, and sustainability. Fast fashion brands have come under fire for unethical labor practices and disregard for the environmental impact it has. They aren’t afraid to boycott a business if they fail to explain their reasoning behind unfavorable conditions. 

Stories captivate customers and build brands

Let’s look at some examples of businesses that have set the bar for having strong brand messaging and clear values.

Take a look at the image below. What’s the first thing that comes to mind?

Nike.

If you guessed correctly, then you know how powerful brand messaging can be. Coupled with their slogan “Just do it”, people KNOW who Nike is and what they stand for.

Collaborating with influential athletes such as Michael B. Jordan and Simone Biles and sharing inspiring and motivational stories of people who just DID it, people resonate with the brand and feel inspired. 

Nike is much more than a shoe company, they are a performance company that makes shoes as a way to inspire and enable people to perform at their very best

Overcoming challenges is a big part of life and people find this concept relatable, therefore, strengthening the relationship between Nike and its customers.

Understanding your audience

Jabra, one of our clients at GoViral, is another great example of having strong brand messaging and clear values. 

Their technology has evolved beyond the workplace to everywhere on the go. Changes in how people work after the pandemic pushed Jabra to adapt to the current situation. With many workplaces changing to remote or hybrid work, Jabra understood the difficulties that you encounter with technology.

Jabra understands exactly who their audience is and speaks directly to them about the problems they face. Not afraid to create something new and experiment with their technology, they are always seeking to improve to better serve their audience.

Now that we have learnt that traditional marketing is dead and how Gen Z are shaping the content industry, let’s dive into strategies to start creating content that will get people to buy. 


1. Craft your story

No business starts with loyal customers or high revenue returns. Every business started from the bottom and made its way to the top. That story is what gets people to buy.

What’s the businesses’ origin story? What values does the business believe in? What struggles did it encounter? What transformation or journey did your product or service bring you on?

2. Connect emotionally to your audience

Don’t tell them about the product. Tell them how it will make them feel. If we take a pair of headphones, no one is going to connect with the product if you tell me it has great sound. Go deeper than that.

Block the whole world out with our noise-canceling headphones to wind down after a stressful day at work… you get the point.

Give them an experience and how they will feel when they buy the product

3. Show, don’t tell.

A business can say its product is amazing but the consumer is in charge of making that decision. If a customer isn’t happy with a product, they aren’t going to shy away from speaking about it on social media. The product or service needs to help fix a problem. A skincare product that gets rid of acne. A pair of shoes with insoles that make you feel like you are walking on clouds. A jacket that feels like your grandparent’s hug.

Let the product speak for itself. Customers won’t have a problem telling everyone about the impact it had on them.

4. Call to action

Customers can resonate with your story and connect to the product but fail to act because they don’t know what the next step is. Be clear on what you want them to do. Whether it is subscribing to your product launch, attending an event, or making a purchase, there needs to be a clear call to action and a reason WHY.

GoViral conclusion

We can all learn something from Nike and Jabra regarding their strong brand messaging and clear values that resonate with their target audience. People don’t want to hear about the next product launch if it isn’t solving a problem for them. Get clear on what your business stands for and show up as that every time your audience sees you online. It’s harder to grab people’s attention but with strong brand messaging, your business will be top of mind for them. Don’t blend in, stand out amongst the crowd.

Contact GoViral Digital today to learn how our expertise in inbound marketing can enhance your brands presence and help tell your brands story.


Into the Metaverse: Understanding Facebook and Instagram in the Age of Meta

Social media is always evolving, and the arrival of Meta signals sweeping change and a fundamental restructuring for a very different future. As a digital marketer, what do you need to know?

What Is the Metaverse?

In October 2021 Mark Zuckerberg announced the consolidation of Facebook and related products—including Messenger, Instagram, and WhatsApp—into a new brand called Meta. The rebranding is a nod to the metaverse, which Zuckerberg sees as the successor to today’s mobile internet.

The metaverse doesn’t have a single definition, but we can think of it in general terms as the next evolution in our digital lives. Today’s mobile internet gives us access to social media, email, internet browsers, cameras and more—all in one device we carry around with us. 

The metaverse will combine social media platforms, digital storefronts, gaming applications and more into a single digital experience: a more fully fledged digital world, perhaps accessed with Virtual Reality (VR) and Augmented Reality (AR) headsets.

What will this look like exactly? No one knows for sure. In short, the metaverse is not here yet, but many of its components are. It remains to be seen how everything will come together, and it won’t happen all at once.

What Has Already Changed on Facebook and Instagram?

First things first, Facebook and Instagram are so popular that the leaders of these companies have every incentive to keep the user experience consistent. Even the most loyal users will only put up with so much change. As such, the biggest changes so far have been in branding, not function.

One change you might have noticed is increased connectivity and interoperability of Meta’s platforms, such as Facebook and Instagram. Regular updates to messaging tools such as Messenger and Instagram direct messaging have brought increased coordination, allowing marketers to more seamlessly manage direct messages across multiple platforms.

Another area for updates: ads management. The new Meta Advantage Suite will collect different automated ad products under one umbrella, allowing for increased efficiency in ad management. 

Meta is also boosting their metaverse platform Horizon Worlds, a virtual reality video game focused on world-building for social interaction. A new fund for creators will further incentivize  user-generated content on the platform.

Three Steps You Can Take Now to Prepare for More Changes

If you’re wondering what you need to do right now to prepare for the internet of the future, our first advice is don’t panic. These are long-term changes, some of them purely hypothetical, and even Meta sees the full introduction of the metaverse as more than ten years away.

However, there are steps you can take to improve your marketing efforts now and prepare for the future.

1. One of the goals of the metaverse is to build community. The hope is that a more fully realized digital world will encourage interaction among visitors that looks and feels more like “real life.” We recommend revisiting your buyer personas to make sure you understand what makes your potential customers tick, and keep refining your messaging to feel more natural and authentic.

2. Investigate ways to incentivize and promote user-generated content. The future of our digital lives will likely look more decentralized, with greater influence in the hands of individuals rather than platforms and other businesses.

3. As Meta continues to release updates and tweaks, take advantage of new features that make sense for your business. This could mean linking WhatsApp to your Facebook page to decrease your response time to direct messages, creating an account in Horizon Worlds just to explore, or experimenting with new enhanced product tagging on Instagram.

What Is Coming Next?

The long-term plans outlined by Meta are subject to change of course, and no one can predict exactly how the metaverse will unfold.

As we head into an uncertain future, remember that while it may not be your job to explain the technical details of the metaverse to anyone, it’s helpful to have a firm understanding of the ideas behind it. Of note: the majority of consumers, your potential customers, don’t have a strong understanding of what the metaverse is

We’re all in this together, and regardless of what we call it, we use social media to connect with others and meet potential customers where they are on the buyer’s journey. The fundamentals have not changed.


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Keeping Up with Instagram Updates in 2021

Instagram never stops surprising us. While the world is trying to stay positive through these challenging times, it is exciting to see how Instagram rapidly develops new features and functionalities to tackle main business issues and help users support their favourite brands.

And now, more than ever, keeping up with what’s new on Instagram can be quite a challenge. There are new Instagram features almost every week. We know it is essential to stay up to date with the latest changes on Instagram, so we put together a list of important updates announced by Instagram in 2021 so far.

More Security for Users Under 18

The world of the internet can sometimes be overwhelming for young users. Providing them with protection online is the real need of the hour. 

Here are some latest safety features for young users by Instagram:

  • Private account by default for everyone under 16

Instagram’s main priority is to stop strangers from making unwanted contact with young users. Private accounts for users under 16 is the best way to deal with it. It lets you control who can see and comment on their content, and it won’t be possible for unwanted users to see their content on Explore or Hashtags.

  • No unwanted contact

Having a private account is the first step to avoid unwanted contact. But that’s not all! Instagram goes above and beyond to ensure young users aren’t exposed to unwanted contact from adults they don’t want to hear from. 

Instagram has developed a new technology to keep “potentially suspicious behaviour” away from users under 16. Accounts belonging to adults that may have recently been blocked or reported by a young user is defined as potentially suspicious behaviour. 

With this technology, these accounts won’t be able to see any young users’ accounts or content in Explore, Reels or ‘Accounts Suggested for You’. They won’t be able to follow them even if they find these accounts by searching their usernames. So much so that they won’t be able to see comments from young users and won’t be able to leave comments on their posts. 

We think this is one of the best features Instagram has introduced so far!

  • Advertising limitations for targeting young people

Another game-changing feature that Instagram introduced is how advertisers can target young users with ads. The platform now allows targeting ads based only on their age, gender and location, which means that advertisers no longer have the options to target based on their interests or activities. 

When these users turn 18, Instagram will inform them about the advertising policy change and the tools to control their ad experience. 

No Place for Hate Speech

Protecting its users from abusive comments and DMs has been of the biggest concerns for Instagram for a long time. It seems like Instagram is working hard to deal with the situation, and the company rolled out an excellent feature called Limits

With this feature, you can now limit or hide comments and messages from users that are not on your followers’ list or have recently started following you. The purpose of Limits is to help protect public figures from offensive comments and DMs. 

It is no ‘Breaking News’ that Instagram creators and influencers often receive hateful comments from random profiles. Since the pandemic, it only seems to have gotten worse. A step in the right direction, we say!

A New Tab - Audio

Instagram is looking to lean into video-form after seeing the success of competitors like TikTok and YouTube. The company announced that it is no longer a photo-sharing app and promotes users to use reels and short-video form posts. 

 

Recently, a new audio tab has appeared in the app. This tool gives users the ability to search for reels by song. Like any other music app, Instagram will provide a list of songs when users swipe and search. 

Users will then be able to see 30-second reels with the song. Users can save any music they like for later, or there is also an option “use audio” to create a reel if they wish.

Translation Features

The company announced that a new accessibility feature would be added on Instagram – Translation. This feature supports 90 languages right now, and however, it is only possible to translate written text. 

This new update will translate the text in Instagram Stories. Instagram will give you a “See Translation” option to translate the overlayed text in Stories. When the users click on it, they will be presented with a translation panel. 

Brands in global markets will love this new update as users globally don’t have to miss stories from their favourite international brands. A similar option is also available for feed, comments and profiles.

Exciting News for Businesses

Data Tracking is made easy with the latest update. Instagram expanded the data tracking period for insights from 30 days to 90 days. Companies can quickly analyse their quarterly insights on the platform to create a better strategy. Something to look forward to for small businesses!

Additionally, the company announced testing a new feature that provides businesses options to display ads in the shopping tab. The ads can vary from a single image to a carousel. 

Marketers can even use Reels as ads that look no different than any usual Reel, with a difference of ‘sponsored’ tab on it. 

Research shows that users on Instagram are looking for more video, messaging and shopping content rather than images. There is no doubt that the platform will be making many changes to entertain its users more. 


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