Adweek, reported that 142 million Instagram users managed to share 709 million content during the Spring Summer 2018 fashion weeks hosted in the fashion capitals of the world (New York, London, Milan and Paris). This number is three-times the number of content that was generated earlier this year during the fashion weeks held to showcase the fall collections in the cities.
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Social media an important part of our daily lives. Chances are high that the second thing a person with a smartphone does, after waking up, is open one of their social media apps (the first thing would be to turn the alarm off). In an article, Brenna Vallar declares it essential for brands to establish a cohesive and authentic voice across all their social media platforms in order to get the “millennial stamp of approval” as authenticity and reliability is what the generation demands from brands.
But how does a brand create a ‘voice’? Stephanie Purinton in another Adweek article provides some guidelines. She says, finding a brand voice involves thinking about the brand as a real person and then imagining what that person would speak about; this is what would form the basis on which the brand will revolve its social content around.
I completely agree with what Purinton has to say. A brand today needs to be as interactive and vocal as possible to be able to communicate with its customers. The reason why this is extremely important in social media, is because that’s how people are using social media: sharing themselves and sharing their voice. A personal voice allows brands to make itself feel alive in the minds of their customers, rather than just being an intangible product.
What do you think? Please share your thoughts in the comments section.