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From world health emergencies to nationwide societal reform, 2020 took us for a surprising ride. As the world around us was ever-changing, it allowed society, and what it values in 21st century America, to shift ever so slightly. No longer a culture with a sole focus on self-interest, the experiences that shaped 2020 circumstantially transitioned us into cultural reform built upon the bedrock of accessible, altruistic community-centric moments.
Although this pursuit took foot in innumerable ways, the call for connection and banding together was apparent throughout social media trends and marketing as the year moved onward. Today – it looks as though the reach for virtual kinship and online activism in the internet community is here to stay. Acknowledging the pressing times we live in and committing oneself to impassioned change is on the forefront of strong marketers minds – and here at Markerly, we agree that it is a powerful force for 2021 social media campaigning.
The idea of strategically combining social responsibility initiatives with social media is referred to as social good. According to Convince&Convert Podcast Host Harrison Kratz, “Social good is the process of using social media and social-focused communities to create a positive impact on your surrounding environment.” Simply put, it is adding a purposeful voice to either a personal brand, product or campaign.
Despite the successful social media strategies that do not involve social good, recent studies show that this concept is what consumers are craving. Social media management platform Sprout Social conducted a survey which concluded that 70% of consumers believe brands should speak out and take a stand on social and political issues. In addition, the same survey concluded that 66% of consumers believe that those brands and companies taking a stand can create real, authentic change.
Beyond the statistics, there are a myriad of reasons why influencers and brands alike should consider contributing to the social good marketing movement. To simplify the process, Markerly rounded up some of our top reasons and recommendations as to why social good marketing is a winning force that is here to stay.
It Enables You to Personify Your Brand.
Through utilizing social good strategy, influencers and brands are able to create a deeper connection beyond overshared and outdated brand values. Partnering with a cause that brings an impassioned presence to a brand allows marketers to share raw experiences with online followers while additionally providing unique opportunities for relatability with each and every consumer.
You Can Connect with Earnest Followers in a Mutually-Beneficial Fashion.
Outside of engagement and the monetary benefits of conducting a social good campaign, influencers and companies have the coveted opportunity to bring about discovery and benefits for each party involved in the campaign. For example, when brands utilize Twitter campaigns in support of a value or voice, it automatically brings exposure to two different platforms and possible audiences.
You Can Prioritize the Voice of the Consumer.
As marketing experts, we know how valuable listening and learning from a consumer’s story can be. ClickZ Marketing Technology Transformation urges those that are considering conducting a social good campaign to allow users to speak their truths on the issue or cause at hand. Utilizing media campaign efforts to give consumers the unique ability to relate, share and innovate provides a strong foundation for strategy tweaks and adjustments.
Although conducting a social good strategy plan is a multi-faceted venture, there are three values that Markerly considers to be campaign “Must-Haves.”
Find your Company’s Passion First.
Before you can commit to a collaboration, central design, or overall message, it is pertinent that the mind of the company is able to authentically support the heart of the ‘social good’ initiatives being considered.
A company who executed this value at an expert level is Warby Parker with it’s “One Million” campaign. In a successful Youtube video, Warby Parker Co-Founders Neil Blumenthal and Dave Gilboa express how the vision of their collective was made to have room for both for-profit operatives and social-good works. Watch the campaign here.
Pursue Social Good with an Expert(s) On Deck.
To be truly impactful, brands and influencers must be devoted to educating themselves properly on the cause at hand so they may guide consumers adequately and efficiently. According to a Sprout Social study, working with experts outside of the company will boost a brand’s credibility and provide additional resources for curious consumers.
Last year, Dove continued its #RealBeauty campaign by partnering with inclusion-company Girlgaze and Getty Images to produce its effective campaign, #ShowUs. Powered by women for women, this campaign promoted body-positivity through the expert guidance at Girlgaze.
Understand How Your Brand Can Mediate, Impact or Fix The Problem.
No matter how big or small, pursuing necessary, valued change in a brand’s social good campaign will put the company on the right track. Through this pursuit, brands and influencers must remember to keep the goal attainable and reachable with company attributes and reach statistics in mind.
Scottish beer company Brewdog took this social good principle and headed for the highlands (literally) in 2020. Through this campaign, the company purchased 2,050 acres of land to alleviate the carbon emissions issue by taking a giant step towards being a carbon-negative company. Watch the campaign here.
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Today, consumers want their influencers, brands, and go-to companies to uplift and unite a world that has been stricken by grief, discrimination and change. With this in mind, brands and influencers alike should stay strategic and follow the voice and the power of the purchaser.
Stay authentic. Stay responsible. Stay influential.
