“If you create good branded content, they will come,” sums up the philosophy that was championed during my masters degree courses on social media marketing. At the time, that was the prominent thought, and still continues to be in most organizations.
The reality, however, is much different. Brands have spent billions to create content and haven’t garnered the massive loyal following they thought it would.
But Douglas Holt will tell you that crowdcultures are better at producing content, and for a lot less money and time, that resonates on social media. He demonstrates by highlighting brands who have spent billions to create amazing content on sites such as YouTube, Instagram, etc. are getting trounced in the rankings, by individuals with limited production ability.
Instead, he’ll tell you not to focus on the crowdculture. In the March 2016 edition of Harvard Business Review (Branding in the age of social media), Crowdcultures, according to Holt, are digital crows that serve “as very effective and prolific innovators of culture.”
As examples, he highlights:
- Pre-industrial food culture: Those individuals who are concerned about, and challenging, our industrial methods of producing food.
- Lad culture: A tongue-in-cheek form of sexism stemmed from frustrations of over-sensitivity by feminists
- Body-positive culture: Those frustrated with the unrealistic ideals in media, especially of women
Conventional marketing would tell you to find your target market along demographic and benefit lines and promote to them, or to highlight your organization’s core values that best along with the largest segment of the market. Following the crowdculture philosophy, instead you’d identify a specific crowdculture that is a good fit for your organization and focus on them.
So back to the crowdculture examples to see how this alignment works:
- Pre-industrial food revival: Chipotle’s branding around local and non-industrial food sourcing
- Lad culture: Axe body spray’s over-the-top ads of bikini-clad “ideal” women chasing after men
- Body-positive culture: Dove’s “Real Beauty” campaign focused on emphasizing that women are beautiful in their natural form (and, for fun, Dove has the same parent company as Axe)
There’s a lot more to identifying, aligning and maintaining this type of marketing strategy and Holt goes into some details in the article along with having a book on the subject, How Brands Become Icons: The Principles of Cultural Branding.
Is this the correct strategy moving forward? That’s yet to be seen. What is clear is, the “If you create good branded content, they will come,” strategy isn’t working.