Consumer decision journeys on and around social are changing

How consumers get influenced on and around social continues to evolve fast, so make sure you harness these underlying dynamics to remain a step ahead:

1. They prefer Organic earned to other forms of earned: defined as branded activity that consumers view as independent, Organic Earned is better able to shape preferences, while too much paid Earned can be a turn-off.

   

2. Because the TikTok algorithm prioritises what viewers prefer, tiny accounts can now go viral, and the long-tail of UGC/community posts can make up a huge share of total brand impact on social

   

   All on- and off-social activities need to factor in their ability to fuel UGC

   • Meanwhile, Instagram still overweighs community size, so the impact of UGC matters less there (though it is growing)

   • This is why “community-led” brands like Dr Pepper owe their growth much more to TikTok than Instagram

3. All too aware that paid Earned faces viewer scepticism, influencers not disclosing brand ties are the norm, not the exception. Our analyses find that over 50% of (paid) earned engagement comes from improperly labelled posts. A recent EU Commission report found similar failings:

Affiliate marketing posts like the below are all too common:

4. Just like traditional advertising, Owned and Paid Earned content can overcome scepticism and even perform well, but they need to engage so deeply that viewers forget (forgive?) they are being sold to. An emotional reaction (i.e. expect a dopamine hit) nudges viewers to the comments, where they can prolong the pleasurable experience. (See the 20 emotions most often found on social here)

   • On top, comments add authenticity and relatability to the brand post, allowing viewers to re-assess the brand through the prism of its community. (newsletter here)

5. Celeb endorsements can land huge Earned numbers, but dated executions often cause the brand to be overshadowed: comments often reveal consumers that engage with the celebs and (usually) barely mention the brand they endorse.

6. Readily available metrics may be convenient, but can be so simplistic as to be misleading: don’t blindly add up views, ‘media value’ or likes, but instead design and reward content that retains attention, stimulates deep engagement and brand relevant discussion threads. A side by side:

   

   Wondering why your huge, management-pleasing social numbers don’t move the needle on market share? Rethink the metrics you use

Influencing consumers on social thanks to investments on- and off-social

Viewers still get influenced by owned and paid endorsements, so these naturally belong in the winning social marketing mix — provided they initiate an emotional response and nurture communities in the comments (see point 4).

That said, the best social strategies also incorporate those off-social activities that facilitate organic responses down the line, in the form of comments, likes-on-comments, consumer posts (UGC). For examples, “social plans” should integrate:

• Touchpoints that grow trial, e.g. samples, minis, promos: today’s trialists often become tomorrow’s UGC creators

• Share-worthy off-social marketing activities that stimulate IRL participation and UGC on social, e.g. merch, events, pop-ups, collabs etc.

• Community management investments: done right, it extends post shelf life, motivates UGC posts, and identifies category truths, trends, and user posts to build on

It’s because social media can now act as a louder echo chamber than ever before that these activities can achieve superior lifetime ROIs. Factoring in their long-term impact is key to design better plans, implement them in ways that maximise their “consumer echo”, and measure their returns more accurately.