SOVEREIGN
Picturing The Nex Move by Danilo Kekic
Instant marketing Picture this: What if we gave you the possibility to build a fan base of loyal customers who admire your company so much, they would buy anything you offer?
You would only have to share a new product with your community and, without hesitation, they would buy it - just because they like you and take their time to listen to you. And realize this: only a thousand fans could be enough to lead to financial freedom. But, how big is the actual potential to build your own brand on social media? And what are you going to do with this information? Right now, social media is killing the TV, just as the video killed the radio star (in the words of The Buggles in the 80s). We are witnessing the evolution of self-created entertainment for the future. People are recording their own podcasts, recording YouTube videos, representing themselves on Instagram, and getting connected on Facebook and LinkedIn. In only a few short years, classical media will no longer be needed. And if you consider millennials, our target group, sometimes they are checking five different screens at the same time; there is no easy way left to catch their attention. Even Georg Kofler, MDAX CEO of the biggest German mass media company P7S1, said that his focus is switching more on to social media than on to his eight German free- and pay-tv channels. The great reason why we love to use social media for our clients is that the platform captures important information on how many people watched your stories and posts, and what they did afterwards. This insight is the best way for companies to rate the effectiveness of their social media profile. Compare this with TV or radio spots, where it is virtually impossible to know how many people have seen your product or service. In my opinion, social media is giving us the perfect platform
to catch the attention of every target group, as long as you know to whom you want to advertise. They are mostly seen as annoying and, thanks to the innovations of Spotify and Netflix, you are not going to be interrupted by adverts anymore. People between the ages of 18 and 35 prefer to use Instagram because Facebook “is out.” In other words, our future clients are on this platform and we should introduce ourselves to them to be a brand in the future. Instagram has been a growing social networking service. Today more than 500 million active users share, like and comment on photos and videos. 300 million of them are online daily. Yes, Facebook is way bigger with 2 billion active and 1.3 billion daily users. And even the industry believes in Instagram as one of the best tools for marketing their products. But: Why? Instagram users are following others who they do not know in real life - and therein lies the biggest potential for companies! The “Instagram User” is living a codex: like for likes & follow for following. That means, if you like a post or follow somebody, he or she has to at least check out your profile. There is no similar culture on Facebook or LinkedIn. On Instagram, the algorithm is verifying your posts and if they are liked and commented, they will give you more visibility to users who do not yet follow you - and that is only one of the secrets. E.g., on Facebook, you need to subscribe to a profile to see their posts in your feed - being connected is not enough. At the beginning of Instagram, many users were focused on building a huge amount of followers, just to have their very own community. We call them ‘influencers’. Their audience admires them so much that they would buy nearly anything from them. It is not really a phenomenon when you say it out loud: They trust them because of their authenticity and credibility. They like and even love them and hope to get more attention
