MEDIA
ANALYSIS
Time to earn
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arents now spend an average of two hours and 24 minutes on social media – every, single, day. This uncompromisable dwell time and frequency provides a vital connection point for brands to reach their target audience in a way that no other media can. Where traditional media choices such as Linear TV advertising push a one-way and blanket message, social media provides an intimate two-way conversation where you earn eyeballs rather than buying them. As such, consumers have begun to expect a deeper level of connection with a brand on social media. This relationship is particularly important within the toys & games sector as buying for children is often emotionally driven, particularly at Easter where toys are often gifted in replace of (or in addition to) the traditional Easter eggs (NPD figures showcase a 16% & 11% increase in sales value over March and April respectively in 2021 vs. 2020). What’s more, 87% of parents consult social media platforms before they make a purchasing decision; it is now a Social requisite and unavoidable media provides part of the consumer path to purchase. Not to an intimate mention the newest ‘kid two-way on the block’ – TikTok which continues to be THE conversation social platform of choice where you earn among parents. But earning eyeballs on eyeballs rather social requires strategy: than buying persistent, impersonal, and overly salesy messaging them can be ineffective on these platforms and reflect poorly on a brand. Companies must look to build an audiencealigned strategy with ‘thumb stopping’ content to ensure that audience connection is strong, and brand messaging and values resonate.
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With that in mind, here are our five top tips for employing a successful social media strategy this spring: 1. Imitate the emotions of your audience.Spring is often a time of new beginnings; a fresh sense of optimism is in the air as the sun begins to shine as days become longer, and families are spending time
together. By recognising and imitating the feelings of your audience, your followers will soon begin to resonate with you as a brand that understands them. Spring is the time for engagement, and social media allows brands to deliver that. If you haven’t already – why not run a craft competition across your social channels to engage with your audience? 2. Amplify successful posts. The cost of Facebook/ Instagram advertising continues to offer brands an effective low-cost entry point to build fan pages by advertising outside their follower base. Take advantage of this to amplify some of your popular posts and increase your customer base. 3. Engage with your audiences. Ask questions and inspire customers to use your social channels – request your followers’ top tips for activities with a toddler and get them to use your platforms as a hub to create discussion. Encourage user-generated content and shared experiences. 4. Discover conversations relevant to you and your brand and get involved with them. Searching hashtags is the easiest way to do this. Show active support for causes, campaigns and charities aligned to your brand strategies, to demonstrate your brand values and personality. 5. Test, learn and refresh. Ensure you are ahead of the curve with your brand and use a measured test and learn process that ensures you’re using all functions on social platforms to maximise your reach and engagement and success. For the latest on how to do this using TikTok, reach out to me a member of the team, to gain access to our latest Generation Coffee Break Podcast, where I and Loveday Weller – associate director of content - had a coffee and a chat with Charlene Bridgman, agency partnerships manager at TikTok. And finally, of course, discuss your social media strategy with the team at Generation Media. We’d love to have a chat to talk to you about how to navigate social for your brand specifically – so do get in touch.
Generation Media is the UK and Ireland's largest independent media buyer of toys and games advertising. Visit generationmedia.co.uk or call 0207 307 7900 or email contact@generationmedia.co.uk to learn more
Being relevant on social media for your target parents is vital to success for toy brands, says Generation Media Director of Business Development Alex TaylorSmith
