Apr 17, 2014
Content We Love: A ‘Snap’-py Approach to Social Media
Though the world of #selfies seems to be dominated by teenagers, they aren’t the only ones turning cameras on themselves. Brands are now incorporating the wildly popular form of content creation to connect with their social audiences, a topic we’ve been tackling in our ongoing event series “How to Keep Your Content Relevant in the Age of the Selfie.”
A recent release by Grey Group and The World WildLife Fund titled, “ Grey And The World Wildlife Fund Use Snapchat To Raise Awareness Of Endangered ” debuted a new social media campaign on Snapchat called the #LastSelfie, to raise awareness about the diminishing population of tigers, rhinos, orangutans, pandas and polar bears. The campaign encourages Snapchat users to share images created by the WWF of these animals utilizing the platform’s short lifespan to transmit the real message: these animals are in danger of disappearing. The press release tactics incorporated into this announcement showcase Grey Group and WWF’s thorough understanding of where their desired audience is engaging and the types of content that will be most interesting to them.
Powerful visual assets paired with minimal text
Organizations are becoming attuned to the fact that attention spans are shrinking and communication is shifting from a text-based to image-based approach. The WWF forfeits lengthy text in favor of three visual assets including video, which amplifies their message exponentially. They have allowed their message to reach not just Snapchat, but Instagram, YouTube, Pinterest, and all other social platforms where their target demographic is engaging with primarily visual content.
A perceptive and targeted approach to social engagement
The WWF covers largely uncharted social territory by targeting their selfie campaign to Snapchat. The mobile app has become a hit among a younger demographic due to the user’s ability to send photos and videos to peers that disappear forever within seconds of being viewed. WWF is tactfully mirroring this idea to raise awareness of endangered animals to a new generation of activists. It is a targeted approach to social engagement that demonstrates a true understanding of this platform and the kinds of messages that will resonate with its users.
Now that social media has solidified its place as a necessary part of communicating for brands and consumers alike, the audiences on these channels have evolved. Using social media platforms with purpose instead of a scattered approach targets your message to the people most important to it and indicates the types of content that you should be creating for that audience. Congrats to Grey Group and the WWF on their social-savvy communications efforts!
Author Alyse Lamparyk is a Customer Content Specialist for PR Newswire. Follow her on twitter @alyselamp.