Spontaneous Creativity – In the moment Content Creation
Spontaneous (in-the-moment) creativity is the need of the hour for digital marketers – specially the ones who handle social media for brands to engage with consumers. We have seen some excellent examples where firms have made the best use of online and offline trends. Some pioneer in this impetuous creativity are Fevicol, Swiggy, and evergreen Amul.
Recently, Meghan Markle and Prince Harry’s exit from Royal family in UK has been extensively covered in global media. Fevicol used this opportunity and see how they cleverly linked it to glorious tale of hugely famous Kohinoor heera.
Air India sale initiative also hogged the limelight in all newspapers and online media. Amul used that to convey the pain of losing such a legendary brand! Notice how the price tag is there and the amul girl expressions.
Now, its appraisal time starting at corporates. So, manager ko makkhan maarna chalu. Thats what Swiggy is saying in an amusing tone. So order some butter for your managers. And pray to god for the pending promotions or few extra percent of salary hike.
In all these three examples, one can conclude that spontaneous assessment of the trend is imperative with creativity to make communication with consumers engaging, entertaining, and potentially generate more forward and shares on Whats App/Facebook to gain earned media. So, borrowing the line from PEPSI – lets create it ABHI!
So, social media strategy should focus on:
- Why your brand is on these platforms.
- Content should be different for each platform. You can check Swiggy Instagram vs. twitter to see how they handle it differently. Also, compare with Zomato Instagram page. the posts are different in tone and themes.
- Start listening – social media listening
- Sentiment analysis – know and understand the communication on social media and underlying emotions
- Use real time news/trends and align with your communication strategy for the brand
- Use innovative ideas to ride the selfie wave! Check this selfie idea from Budweiser.