The Selfie Timeline
2013: Nominated the Oxford word of the year
2014: Declared the year of the selfie (according to Twitter’s top trends)
2015: Adopting the new marketing strategy
Syncing Your Inner Selfie
Ever since social media kicked off, brands are able to connect with loyal customers and build more relationships by paying attention to their audience. One of the growing and pronounced marketing tools on social media for many brands today is the selfie. If this marketing tool fits your brand, there are endless ways to use the selfie in your marketing strategy. Customers can post retail shopping selfies and take product selfies with a brand related hashtag in order for a brand to get social proof and user-generated recommendations. Businesses can even post behind the scenes selfies at the office, and nonprofits can use social good selfie campaigns to raise money or awareness. Brands use selfies to enhance their marketing efforts as a form of storytelling. According to MarketingProfs, “the selfie has opened up opportunities for brands to market themselves online. Selfies are highly effective at driving likes, shares, and comments on a user’s post, and brands can make use of this trend to increase awareness of and engagement with their products and services among fans and followers.” Read on to become a selfie savvy marketer.
One way to adopt the selfie is to create selfie contests that challenge users to post creative pictures of themselves using a product. A challenge with perks and discounts for the users offers a good incentive to get participation. With this kind of engagement, brands get exposure to a users’ network of friends when their pictures are shared. As the Marketing Donut pointed out: “What could be more powerful than hundreds of social media users posting images with your product or making use of your #brand?”
Some of these successful campaigns in 2014 paved the way for brands in 2015
1. Dove’s “selfie” short film: position it as a tool for building confidence in women instead of vanity, which continues to be at the heart of the brand’s strategy.
2. Beats by Dre #SoloSelfie: A reinvented selfie for a new movement of self-expression
3. Axe Deoderant: To participate, consumers submitted photos of themselves kissing, using the hashtag #KissForPeace in honor of the brand’s global mission of nonviolence. (from Sproutsocial.com)
4. BaubleBar uses customer selfies to display merchandise: “People want to see real people,” co-founder Daniella Yacobovsky. “Thirty to 35 percent of our online traffic engages with that widget on the homepage or on the product page. We’ve seen conversion about four to four-and-a-half times higher with these people than from people who don’t engage.”( Sproutsocial.com)
5. GoPro found selfies to be at the heart of the company’s mission. “When our users turn the camera and look back at themselves — that’s really when our cameras and our company really started taking off.”GoPro digital marketing manager Kevin Platshon. (from Sproutsocial.com)
Does Your Audience Agree?
Social Media Today offers some of the best thinking about tools and practices for social sharing. We thought they hit the gold in their post about selfies as a marketing tool. They looked into the research on the psychological reinforcements of selfies to find out who a selfie target audience might be. “As selfie’s are good for self-esteem, indicators show that if your product can be associated with terms like ‘sparkle’, ‘slimming’, ‘exciting’ and ‘fun’ then you should consider trying out a selfie campaign.” Listen to what Social Media Today has to say:
“As with all aspects of social media, understanding your audience is critical to success. There is definitely opportunity within the selfie trend, but brands have to establish the best way to realize it, what will resonate with your target consumers…..Selfies have the power to encourage self acceptance and boost people’s confidence. In order to use them best, in a marketing sense, these are the elements you should keep in mind. Helping people feel good about themselves is a great way to enhance your brand community, and used intelligently, selfies can play a significant part in spreading a positive brand message.– with social media campaigns, you need to know your audience and what they will respond best to.”
If you want to learn more, check out different ways on why selfies are here to stay: This blog will explore examples of how celebrity spokesperson, campaigns, product presentation, and self promotion can all be used with the selfie: http://www.shiftcomm.com/2014/04/selfies-stay-can-brands-leverage/