Brands being ‘Sassy’ and acing their game on social media to Get The Customers


Social Media. We love this term, and ‘boomers’ love to hate it. However, even they cannot deny the fact that they know more about the world because of the time they spend on Whatsapp.
An average person spends approximately 2 and a half hours scrolling, learning, and being influenced by social media. And as any business has to, they’re hopping on this bandwagon of being ‘woke, cool, and sassy’.
And it works! Millennial humor is hard to describe, but seeing a multinational brand roast its customers on Twitter? We cannot resist it, and before we know it, we’re in too deep and conditioned into being unofficial promoters and marketers of said brand. It is an excellent form of increasing customer interaction and developing brand loyalty. The common consumer wants to see ‘relatable’ brands; not too cringey, but just the right amount of funny.
Smart brands know their audiences and how to address them, and some of the best-performing brands on social media are the ones that nail a brand voice that might not sit well in the boardroom but cuts right through to the target market. Some examples are KFC, Wendy’s, PopTarts, Taco Bell, and McDonald’s. Along with roasting their customers on demand on Twitter and Instagram, these brands engage in friendly, and sometimes shady, banter among themselves too, indirectly leading to a spike in sales for the victor’s brand.
Even a brand as well known as Disney knows the importance of good strategies. So it’s to Disney’s credit that it nails its social game, with some staggering numbers to prove the point: 52 million Facebook fans, 6.4 million Twitter followers and another 20 million on Instagram.
Approximately 84 percent of customers make purchase decisions based on their friends’ recommendations. This results in promotional incentives offered to existing customers in exchange for a simple ‘share’ on social media. It’s as simple as that.
An American fast food chain, Wendy’s, stepped-up its social media game in 2017 by exchanging banter with followers and ‘trolling’ its competitors. It experienced a 49.7% growth in profit from $129.6 million to $194 million for the year. A key part of Wendy’s social media success is identifying their target market and communicating in a tone of voice to reach this audience. Taco Bell, also, has turned out to be popularly noticeable across every social media platform, establishing a social media presence that its competition merely cannot keep up with. However, Taco Bell puts a twist on the content they create making it personal, original, and fun.
Making a brand go viral on social media is way easier than retaining the consumer’s attention and their will to keep up. Mastering that difference seems to be the golden ticket to success. The only thing left for us, Gen Z, to do, is wait for these brands to use the Baby Yoda memes next in their social media campaigns.
By Yukta Baid


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