Take the recent Swell x Molly Baz triumph. It wasn’t france b2b leads the billboard in Times Square itself that made the brand go viral. It was the organic response after it was taken down. The internet tuned in because people supported Swell’s ethos and mission. Building a brand worth caring about (by investing in earned and owned channels) is priceless.
A Sprout Social Instagram Carousel that explains the Swehl Times Square controversy
Myth: Quantity is more important than quality
If you only focus on volume, you’re just creating noise. Pushing your team to publish a specific number of social posts or press releases each week isn’t necessary, and can negatively impact the quality of their output.
Ideally, you want to join, start and actively participate in conversations rather than blasting promotional content 24/7. It’s far more effective to paint your brand into the cultural zeitgeist than to constantly share updates that aren’t really newsworthy. For example, when Sprout’s social team shared a carousel of our capabilities “dressed” as Met Gala attendees, they creatively tied our brand to a current cultural moment.
A Sprout Social Instagram Carousel of our product features dressed as Meta Gala attendees
Brand amplification levers to pull when you have a tight budget
As marketing budgets tighten, more leaders are doubling down on paid and performance tactics. But there are plenty of effective ways to continue to build your brand. The key to making them louder and prouder is adopting a campaign mindset:
No. It means you shouldn’t become overly reliant on them.
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