Taking a Multi-Platform Approach to Paid Social During Prime Retail Events - Adaptly
Taking a Multi-Platform Approach to Paid Social During Prime Retail Events
Spring has finally sprung and with it comes a hectic period in the annual retail calendar. Nationally spanning events such as Mother’s Day, Easter and the May Bank Holidays present ample opportunities for brands to connect with consumers on social media. Strategic advertising across the major platforms is an effective vehicle for driving awareness and customer engagement as well as sales – not only for retailers, but also for companies specialising in other areas relating to various prime times throughout the year.
In order to capitalise on the buzz surrounding a holiday or event, brands are wise to plan their content calendars in advance. It is important to remember that each of the social platforms provide different opportunities to connect with consumers and are suitable for various stages in the process. If timed correctly, a multi-platform approach is a great way to engage users before, during, and after the event has taken place.
By creating a paid social strategy that runs across several channels, brands make sure to capitalise on each platforms’ native draw and USP. More specifically, this means that advertisers will be reaching their target audience in different settings and times on each of the channels, ultimately connecting with users when they are in various states of mind.
For example, people tend to use Facebook in a different way to Snapchat – whilst the former has people in an exploratory mood, the latter is more about short in-the-moment snippets of content. Simply put, platforms like Facebook, Instagram and Pinterest are a bit more curated (as there is more longevity to the content) whereas the ephemeral element of channels such as Snapchat creates a more casual environment.
Therefore, brands wishing to capitalise on the buzz of an event will notice that there is often real value in splitting their budgets between various platforms in order to connect with fans in different modes and parts of the funnel. For example, while Snapchat can be good for brand building and humorous content, Pinterest is better for posting beautiful product shots that drive conversions.
There is a common misperception that advertisers will have to create a range of platform-specific assets when taking a multi-platform approach, but creative elements can easily be repurposed as long as the messaging is tweaked to resonate with each platform’s native look and feel as well as the general “mood” of users. On the contrary, it is usually not advisable to try and reuse assets from advertising on traditional channels (such as TV) for paid social initiatives as aspects such as the format, length, messaging and tone usually vary too much to work across these audiences.
Whether brands are directly tied to an event (by participating in it, for example), or want to inject themselves in the buzz and piggyback off the hype, a multi-platform paid social strategy is great for reaching consumers during prime times in the annual retail calendar. And while it is true that competition usually tightens around holidays and events, remember that you're reaching users while they are the most receptive to offers and ideas, meaning that their purchase intent is likely to be at its peak.
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