3 ways a brand can better connect with their consumers
Brands now have more opportunities to get a consumer's attention and loyalty. With social media platforms, brands can now reach more audiences with their messages.
1. Have everyday content creators recommending and trying out products
With the rise of social media being a place for consumers to find their new favorite products, brands can now collaborate, share and connect with content creators and their posts. As consumer more likely to trust recommendations coming from someone they know, brands should use this knowledge to help them connect to consumers. A brand can send products to consumers who made previous reviews of their products with substantial views, to try more products. This can lead the content creator to make a post on social media about the sent product.
Building trust through a creator who has an authentic and honest review of a brand's product can potentially bring more awareness to a brand and help gain a new loyal customer. This differs from sending PR packages to already established influencers or partnering up for sponsorships. It has been shown that in the past few years, influencer marketing has been getting harder to trust.
2. Use their platform to speak on social issues
Brands can now use multiple platforms to speak on social issues. This has been shown to have positive results. A study conducted by Cone found that 87 percent of consumers will purchase a product because the brand advocated for an issue they cared about. This can help a brand find a more loyal audience.
Take the company Ben and Jerry’s as an example. In recent times they have made a statement against racial inequality. The company has been known for taking a stance on various social issues since the start of its brand. With consumers staying loyal to brands whose values align with theirs, it does not hurt for brands to do this.
It also does not hurt for a brand to give proceeds to a cause of its choice. A brand should give to organizations not only when it is convenient. For example, not just giving to LGBTQ+ organizations on pride month. Multiple brands are giving back to these causes throughout the year.
3. Be more inclusive
Brands that have more inclusivity have shown positive results. Whether it is different races, cultures, socioeconomic statuses, body shapes, sexual orientations, genders, abilities, and ages, a brand can help bring more light to these. It can help make connections with more audiences when people see themselves represented. A study by Microsoft Advertising found that, 70 percent of Gen Z consumers are more likely to trust brands that represent diversity. Brands can now use their platforms to highlight groups that are usually misrepresented or underrepresented in media.
The way brands can implement this is not by doing the bare minimum by using stock images of people with different skin tones or hiring people just to pose in a campaign. It is more than that. There are many layers to diversity beyond gender or skin tone. The stories of these people who have faced adversity in their lives could be highlighted, challenges they face and how they overcome these challenges, or what they would like others to know.
Utilizing these strategies correctly can benefit a brand. It is important for brands to find new ways to connect with consumers. Trying out new strategies and keeping up with new trends can help as well. This can help them find their audience and find loyal customers for the brand.
By Victoria Vigil
Victoria Vigil is a senior at San Diego State University. She is a transfer student pursuing a degree in Journalism with an emphasis in Public Relations. She is interested in one day working in entertainment or nonprofit PR.