The way brands need to talk to consumers has changed. They have expectations of companies in terms of sustainability, transparency and the long-term benefits to society.
Companies need to communicate their values and name issues they support on social media as part of their corporate social responsibility programs and weave them into the brand culture. According to the study “Championing Change in the Age of Social Media”, two thirds of consumers believe it is important for brands to take a stand on social and political issues. And where can you do this? 58% of consumers are open to brands championing these issues on social media – the number one channel for consumer receptivity.
So how can brands use their existing and new social media channels to make their voices heard? And if they do, how best to do so ethically and sensitively? Let’s find out how your brand can be successful on social media.
Should brands take a stand on social issues?
It is obvious that customers today expect brands to have a purpose. There has to be something behind a brand that the consumer can believe in. Speaking out on social issues is an effective way to show what your brand believes in and can pay dividends in this way:
- Increase your following, especially among Generation Z and Millennials
A recent Gallup study found that 18-29 year olds are more likely to say it is “extremely important” that companies are environmentally sustainable (77%), reduce their carbon footprint (73%) and focus on long-term social benefits. Bodyform’s ‘Womb Stories’ is a good example of a campaign that resonated. The animations, which focus on issues affecting women such as infertility, menopause and endometriosis, resonated strongly on social media platforms, with 1.1 million views on Instagram and 3.4 million likes on Twitter.
2. Increase revenue
Consumers expect to see a brand’s stand reflected in its business and operations as much as in its marketing.
According to ‘The New Cascade of Influence’ Edelman report, trusted brands can command a premium – with 59% of respondents agreeing that brands they trust and brands that do good in the world (55%) are worth paying more for.
This shows the power of putting your voice behind an issue that matters to your customer but more importantly, you can prove it through actions as a brand.
3. Gain trust and brand loyalty
Brands want customers that are loyal to their brand. It not only means they will return and repurchase but also spread the word to others in a way that attracts and influences them.
When brands take action on societal issues, the Edelman report found they see at least a 4x multiplier of the likelihood of purchase, while 67% of consumers are more likely to stay loyal and advocate for them.
Reference from : https://digitalmarketinginstitute.com/blog/how-brands-can-take-on-social-issues-on-social-media
