Social media is now regarded as essential for brand strategy, with senior content marketers telling the company’s story and conveying its personality through engaging posts. But a social media strategy is not all about engaging posts.
I’ve seen a lot of job postings looking for a social media manager with “trends adaptable ability”, and a slew of brands attempting to capitalize on something viral. It will be entertaining, sometimes getting engagements, but it should be done in the brand’s own tone; otherwise, their identity, characteristics, and values will become flat and blurred in the world of hectic marketing.
As someone who has worked as a copywriter and is now a marketing communication manager, I make sure to emphasize to my team the importance of consistency in all interactions with our audience, regardless of when, how, or where they occur.
I came across some brands generating their names in Vinamilk’s font style for their names, not long ago. This trend appeared to be nothing more than a fleeting and trivial fad, with some social marketers claiming it was a way to connect with their audience.
To me, it just felt off, and a little absurd.
Not every trend is worth following. They all fade eventually.
If the goal of branding is to stand out, why would someone want to blend in as just another fan idol? Communication managers, don’t be followers. You will not be isolated even if you skip a trend. What is your social media strategy to drive attention? Should you need a consultancy, let me know.