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BizReport : Social Marketing : September 07, 2015

Expert: Why brands must do more in social

The social space is becoming more and more important for brands, but it is also becoming more difficult for brands to be heard in the increasingly crowded space. Once expert explains how brands can do more in social.

by Kristina Knight

Kristina: What trends are you seeing in social media?

Amish Tolia, Pear: Previously, social media influencers were determined by which individuals had the greatest number of followers or highest percentage of engagement on their social channels. However, today's brands are starting to consider everyday consumers to be influencers and are using social channels to interact with them. Millennials, in particular turn to social media to recommend their favorite products and crowdsource reviews from influencers ranging from trusted friends to famous bloggers. It's about measuring credibility in terms of quality rather than quantity and authenticity rather than reach.

Kristina: How can brands in the social space better connect with Millennials?

Amish: Social media provides brands with an opportunity to reach millennial influencers and engage them in genuine conversations and interactions on the platforms they're using every day. By giving back and creating reciprocity, brands can communicate via these influencers with Millennials and drive brand awareness in the social space. A brand's message will be perceived as more authentic coming from another social media user than if it came from an advertisement, especially if it prompts positive feelings among consumers. While Millennials will ultimately forget what brands said or did, they won't forget how brands made them feel.

Kristina: Why is the Millennial connection so important for retailers/brands?

Amish: Millennials will spend more than $200 billion annually starting in 2017 and more than $10 trillion in their lifetimes. The largest consumer generation in history is also fiercely brand loyal with more than 60 percent saying they're often or always loyal to brands they currently purchase. Simply put, making a connection with Millennials now will offer an impressive return on investment for years to come.

More from Amish and Pear later this week, including the top 3 tips to better engage Millennials through social media.

Image via Shutterstock

Tags: branded social media, Pear, social ads, social marketing, social media trends

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