Meet Peter Bray, our Director of Digital Arts here at SaatchiNY. You can follow him on twitter @PeterBray or take a look at his Linkedin profile if you want to learn some more about him. Recently he wrote and interesting piece on the future on marketing and advertisement in the world of social media. To Peter, it is no longer about likes, it is about the Age of Interesting. Check it out:
Chances are that you weren’t the most popular person in school. I know I certainly wasn’t. I didn’t have the traits required for widespread appeal. I excelled in sports that didn’t have social currency, I didn’t wear the right clothes, and I probably didn’t spend enough time cultivating my image. Sure, I had a few loyal friends, but they were primarily friends with whom I shared an interest.
Why am I mentioning this? Because with Facebook’s algorithm change, many brands are worried about what happens to the reach that they paid for through acquiring fans. But the good news is, and it is good news, popularity should be even less of a goal. The truth is that there is still tremendous opportunities for audience building, we just have to change the starting goal. It is time to forget popularity.
Think back on who you remember from school or college, or from 20 years ago. Chances are you found them interesting and were drawn to them for this unique appeal, rather than remembering the most popular people. But more importantly, perhaps you place a higher personal value on the people you found interesting.
Welcome to the Age of Interesting.
When brands now post to Facebook, they are now lucky if they reach even 3% of their fans. This push methodology is suddenly a lot less useful.
But if you are one of the brands cursing that the rules of the game have been changed by Facebook, think of it as an opportunity. It is time for some classical pull marketing.
Stop worrying about creating popular content, and refocus on creating interesting content. Create content that people want to find, that they want to seek out. Think about refreshing your following in social media by valuing quality over quantity. The number of likes should never be a key metric for any brand, it is more of the canary in the coalmine went it comes to a brand’s health, at best.
In the Age of Interesting, content that tells a resonating story with your target market will win. Content that attracts like minded people will win. Content that has a point of view will win.
Having a point of view means that you will alienate some consumers. You may not be getting the daily numbers you are used to when it comes to likes and fans. And that is okay.
Artists understand this, memorable musicians understand this, and great campaigns understand this. People as they grow into maturity, away from the harsh standards of the schoolyard understand this too.
The people that you will be left with will be of far higher value. Popular content is really content that is interesting to whatever you think is a high number of people. Now is the time to forget popularity, start focusing on interesting, not just in social media but in all your media. I guarantee your brand, and most importantly your consumers, will thank you for it.
Esoterica: The last thing any brand wants to be is on people’s consideration sets but rarely purchased. Have consumers decide which side of the fence they want to jump off to. There is nothing worse than a fence sitter for your ROI. Make them jump.