Consumers today expect more from a brand than just the product or service. They expect transparency, credibility, involvement and in some cases even a clear opinion. A place in the social debate, a 'message behind the message'. Also, or perhaps especially when it comes to controversial subjects.
These are essential ingredients for creating that much-needed humanity and authenticity. And precisely those two things are essential for winning trust. People believe other people faster than they believe brands. And people are much more loyal to people than to brands. That makes that human dimension a powerful factor in social advertising campaigns.
But how do you increase that human and authentic character of your campaigns? With these pointers you lay a good buy phone number list foundation:
1. Use automation
This seems like strange advice. Yet automation is the solution to a difficult problem: how do you apply humanity on a large scale? It is simply impossible to stay close to the individual customer without some form of automation. Your customer base is (probably) simply too large for that.
Social media platforms naturally offer some possibilities for automation. For example, LinkedIn allows you to approach specific professions, and Facebook is strong in segmentation by area of interest. In other cases, a social advertising solution can offer a solution. Especially with more complex campaigns or when automatically generating multiple creatives.
For example, meal delivery company Deliveroo cleverly used this during the lockdown by promoting local restaurants to residents via a social media campaign. The campaign thus acquired a personal character, and the company acquired a human face precisely because of this automation. With hard manual work, this would never have been possible, no matter how involved and well-intentioned it may sound.
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