A Desire to be Less Desirable

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Author, Shea Warnes, Social Strategist, BBH London

Instaglasses concept by Markus Gerke

The problem with having a conversation is “it takes place in real time and you can’t control what you’re going to say” explained Sherry Turkle at a not-so-recent Ted Talk. That’s not the case online though. Facebook posts, Tweets, Instagrams allow us to curate, edit and filter what we want to say in pursuit of personal promotion. Ephemeral media allows us to share the moment and not live with them forever! 

But it can be awfully exhausting. Especially, if like me, you don’t have a good eye for a good photo. There are particular times when sometimes we just want to share experiences with our friends. Unfiltered, immediate real-time moments. Moments that are being championed by the new wave of closed and/or transient  products such as Whatsapp, Kik and Snapchat.

For brands, this provides exciting new opportunities to engage fans. Especially with reports that 700 million messages are being shared daily on Snapchat and 38 billion on Whatsapp. Despite these overwhelming numbers, only a handful of brands are really having a good crack at it. Surprising really when so many brand talk about wanting to build genuine relationships with our customers, because what better place than the channels where people feel most comfortable being their genuine selves?

The biggest barrier for many brands wanting to build a presence is a lack of insight. Without this how are we supposed to know the content that resonates best with our audience, or even who they are? Increasingly there are studies such as Sumpto’s study on student habits which are providing that insight. In the mean time, brands are taking a leap of faith to know what content to produce and how to behave.

Below are some starting points to get your brand in the right direction…

Be a nice surprise – I’m on Snapchat because it gives me a different way to be have an entertaining conversation with friends. Unexpected and at times silly content that simply serves to provide moments of amusement during the drops in my day. Brands wanting to engage with me should aim to have a dialogue that shows them in a refreshing light. It is intentionally ephemeral, so brands should feel comfortable exercising their personality more through less formal content and giving access to parts of the brand a fan would not normally ever experience.

Be a real person – The content I receive on Kik is from people at their most unguarded. They are not trying to add a filter of coolness and I’d expect that approach from any brand I followed. Have a look at MLB’s Snapchat strategy who rotate account ownership to different players and staff to keep the narrative interesting and provide a more rounded experience of the sport.

MLB Snapchat

Be effortlessly charming – Use it as another broadcast channel for your print campaign and I’m out. There are platforms like Facebook which are better geared for driving sales. This is important on closed platforms particularly as the ambition should be to add value without the expectancy of an immediate exchange – that’s not to say there aren’t business opportunities to be had! Whatsapp, for example, has the functionality to provide customer service better than a tweet ever could.

Don’t expect to turn into Taco Bell overnight but start with good insight (and good manners) and someday your conversation should begin to promote itself.

Jeremy Ettinghausen

Alumnus

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