C2 Changing Branding to Reflect Social Trends
Unit 28: Branding
Viral marketing is a word-of-mouth marketing strategy where consumers are encouraged to share information about a brand and/or its products with their connections via the internet who in turn share it with their connections. This creates cheap and widespread exposure to web content.
Effective viral marketing includes content that is funny, interesting, innovative, visually stands out, triggers emotional responses, offers free gifts or raises awareness of a social issue.
Sourced from Statista
Social media sites can be used to show the benefits and features of products to differentiate them from the competition. The number of social media users is expected to rise from 4.89bn in 2023 to 5.85bn in 2027 with social media engagement being one of the most popular digital activities with internet users spending an average of 144 minutes per day on social media sites (Statista).
Due to the high usage rates of social media, it is a good opportunity for brands to connect with their target market and develop relationships with them. Current social media trends include;
Preference for contacting customer service through DMs rather than website.
Growing social media sales
Preference for short form video (under 60 seconds)
Social media searches to overtake search engine searches
Emotional branding is the process of creating a bond between the consumer and the product by creating an emotional response to brand communications. Consumers often rely on their emotions to support their decision-making and marketers that create content that appeals to consumers’ aspirations, needs, egos and emotions can create an emotional reaction that connects them to that brand.
Examples of brands that use emotional marketing include;
Aspirational - Nike. “Just Do It”.
Anti-Racism - Uber, “Racists delete Uber”.
Happiness - Coca Cola, “Choose Happiness”.