It's Super Bowl season, which means one thing: It's Oreo time.
It's only been three years since Oreo's famous "Dunk in the Dark" tweet during the Super Bowl blackout quickly earned 13,000 retweets. But there it was, the advertising industry's nostalgia and reverence for that moment rivaled BuzzFeed treatment “Clarissa Explains to All”. (I placed above/under the number of posts “Who will be this year’s Oreo?” for the next three weeks at 106.)
Indeed, Who will be the next Oreo? Honestly, the industry would be better off without anyone trying.
Brands have wasted too much time and money obsessing over the success of their social media updates. They spend hundreds of thousands of dollars on real-time agents, social media management and listening software, and social media war rooms, all in the hope of creating the perfect social media update. that will get more shares. But if brands want to make a big splash on social media, they should take a different approach. They should spend that money creating great content that people can't help but share.
Ask any publisher and they'll tell you that the number of likes, favorites, retweets or shares that come from social updates is a tiny fraction of the total social impact. yours. If 100 people retweet you, that's great, but what's more important is the other way around isn't 99.9 percent of the world sharing it too.
For example, Contently's social media updates were retweeted or shared over 10,000 times last year. That's really good — more than 4x the performance of our biggest competitors. But overall, our content has been To share 704,000 times ( take it, Oreo!). In other words, creating high-quality original content is about 70x more impactful than creating concise tweets and Facebook updates.
This momentum stays even if you have millions of followers. About a year ago, Forrester released a compelling report, “ Effective social relations strategies ,” shows that brands gain only a small percentage of their Facebook and Twitter followers. Less than 2 percent of followers viewed an average post and less than 0.1 percent shared it.
So if you have 100,000 followers, that means only 10 people will interact with your post as a share or a click. If you have a million, congratulations, that means a hundred people. But what if you invested in hiring a smart content strategy and a talented content team, and started telling the stories people love? Then every Super Bowl day, my friend, you and your CMO will be like this:
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