Unlocking Authenticity for Brands in the Digital Era

By Louisa Sorensen, senior strategist at Cowshed Social – branded content video agency.

Brands have been using social media to build rapport with their customers ever since it took off in 2004, yet the pace at which it is going to move in 2022 is forecast to be phenomenal. With 4.55 billion users and over a hundred platforms, the opportunities are seemingly endless, but what do businesses need to do to generate stand out and all important cut-through? And, what are audiences seeking from the brands they choose to purchase from today? It’s largely to do with creating an authentic connection and that starts with building meaningful relationships.

Emotional connections are king

Emotional connections are king in 2022, so brands that consider what people feel first and what they see second will reap the rewards. Social savvy audiences can no longer be won over by overt advertising and product placement posts have become transparent so we’re going to experience a shift in the kind of content used across all social platforms. In order to build these deeper relationships, brands need to dig deep and be prepared to offer meaningful entertainment. A large part of this is about taking risks too, and it’s those businesses that are learning through trial and error that will succeed.

Content creators, or influencers if you prefer, will continue to lead the way. Their structure enables them to be nimble allowing them to be early adopters of new trends. Through understanding the right ambassadors to align your brand and working with them, it can be fast tracked to the top – but neglect a careful appointment process at your peril as an inauthentic connection could do more harm than good.

Brands that use talent as a catalyst will become even more prominent this year. Attaching credible voices to your brand that align with your brand values will help build that all important emotional connection.

More than ever, brands need to understand their target audience and deliver what they want so if they’re seeking entertainment, in 2022 it will be vital to provide it. Utilising owned social media channels to offer meaningful entertainment allows your business to build true connections through emotion and secure long term customers rather than one off sales, placing businesses on much firmer footing.

Telling stories through content experiences

As we travel further through the 2020s and move deeper into the digital age, people are increasingly seeking connection so 2022 will be a pivotal year for telling stories through content experiences. Therefore, brands that allow consumers into conversations and act as facilitators will be the ones to build favour. It’s no coincidence that podcasts have 15 million listeners and further still, it’s the shows that are encouraging conversations around cultural touch points and meaningful content that are predominantly topping the charts.

Expect the return of audio to be a big trend for 2022 across other platforms, too. Twitter launching ‘Spaces’ in late 2021 was not predicted by many due it being a widely text-based channel, but when trends are examined more closely, it’s clear that years of non-verbal communication have left many yearning for human connection through genuine spoken conversations. Instagram and Facebook are expecting to see further growth through their video and live functions and as demand shows no signs of abating, brands looking to strengthen their customer relationships should produce content that adheres to this.

Building flexible social media ecosystems

Understanding the nuances of different social media channels allows businesses to maximise reach and offer audiences value which in turn, will be repaid with brand awareness, credibility and loyalty. Somewhat understandably, often brands prefer short form content, including still image/caption format as it can be quicker and less costly to produce. However, those embracing longer form video content platforms, such as YouTube, as a content engine reap the rewards of a social ecosystem.

Being faster and bolder

Layering content is a huge trend that’s here to stay and the major players, such as Footasylum and KFC, are leading by example. They plan short and long form content to tell stories side by side, which builds rapport with the audience and helps them to connect with a narrative and brand more widely. Tailoring content specifically to platforms in terms of what resonates and what works best, while also treating YouTube as a content engine works particularly well for younger audiences. Fashion and sport brands, take note.

As we’ve started to see in recent years, brands that take an adhoc or inconsistent approach to their social media outputs and behaviour often fail to resonate with their audiences. In contrast, those embracing an ‘always-on’ strategy are taking the lead. This is because always-on brands have regular, authentic reasons to connect with their followers and think beyond key moments or seasonal campaigns.

Content experiences stand the test of time

Ultimately, it’s content experiences that matter most. Brands that focus on creating the best consumer experience and try to evoke an emotion will truly resonate with their audience and stand the test of time. Brands are elevated via the content they create, so those that think deeply about how they want people to engage with them will come out on top in 2022 and  beyond.