A failure to create shareable content on social media and digital channels can make a brand less “talkworthy” according to new research released by Engagement Labs.
The social media analytics enterprise assessed marketing campaigns from 500 brands to see exactly how much noise their articles, blogs, videos and other content formats made on social platforms and in offline settings via face to face conversations. The results indicate that generating engaging online can lead to positive word of mouth exchanges in a variety of settings.
Puma topped the list of brands after it used creative content and celebrities to boost its shareability, while Arby’s, who uses social media to publish niche articles about anime and video games, was not far behind. The study noted that these attempts to stand out can be hugely beneficial in a world where consumers can be exposed to thousands of marketing messages every day.
Creating a “talkworthy” campaign is challenging though, as evidenced by the inability of brands lower down the list to really drive any form of real engagement with its end users. For example, Hormel was deemed one of the least “talkworthy” despite having an active TV campaign. Engagement Labs noted that brands should use different forms of content to boost their message online and offline.
Engagement Labs CEO, Ed Keller added: “Interestingly, the brands that ranked in the bottom three for the least talkworthy marketing aren’t entirely inactive in their marketing efforts. It is clear that brands such as Aveeno are failing to create a connection with consumers online, due to a lack of shareable content on its social media and digital channels.”
