As the way social media media is both consumed and published constantly changes, the way we build brands in those spaces has to evolve too. While this is a lot to keep up with, it does provide endless opportunities to innovate new creative ideas.
Read on to learn three ways to approach a social media brief, shared with us by Global creative agency AnalogFolk on a previous New Blood Shift London night school session all about digital marketing and social media advertising.
Approach 1: Hack it
Take the things you know already, and twist that to be used in a different way that can help you tell your message in a compelling way. This could be changing the way someone interacts with an Instagram filter or completely flipping the expected way of a brand using their social media platform. Whatever you choose, hack how you use your technology to try and tell a different story.
Approach 2: Let people bring themselves to the idea
How can you use your audience and make them part of the idea? This means creating an idea that relies on your audience’s participation to make it a real success. You need to know your audience and let them do the talking. AnalogFolk have some great examples of this, including their social media campaign for PG tips using the brand’s well-loved spokesperson Monkey.
Approach 3: Give people something of value
A third way to answer a digital brief is to give your audience something of value. This means using content to your advantage, engage your audience on digital platforms by talking to them about something they care about, giving useful information or providing something entertainment-led. Another example where AnalogFolk used this technique was with their client EE, creating a podcast series on the theme of “Who says you can’t” featuring anyone from celebrities like Professor Green to world-record holders, all doing unexpected things.
Our key learnings
There are multiple approaches to answer any creative brief. These are just three approaches to try when it comes to digital and social strategy, but the most important thing here is to know your audience so you can come up with a great idea that they can engage with, and find valuable, while building alignment with the brand.