The customization of social content quickly went from a dream to a necessity when it comes to planning advertising campaigns on social media for brands. Today, consumers expect to have experiences with content and want a personalized approach from their favorite brands. It is therefore necessary to integrate social content customization into your advertising campaigns. We will explain how to integrate personalization into your content.
From Netflix to TikTok to their email inbox, consumers expect to discover unique content tailored to their tastes, especially when it comes to advertising.
As a brand, you need to adopt a personalized approach to connect with your (future) customers and engage them. For this reason, social media has skyrocketed to the top of the media plan priority list.
With the latest innovations in the field of social customization, your marketing teams can be assured that a concept previously considered difficult to apply is now simple and fully automated. Here are the main challenges and opportunities of social customization so you can get concrete advice on what to do next.
To streamline workflow between teams and have all the necessary levers to activate personalization, it all starts with content for your brand. Creativity is the driving force.
Creative teams should focus on what they do best: creating. It’s crucial to align creative and media strategy development. To do this, you need to gather information from data, share inspiration, define platform specifications, and define goals to achieve.
What data can I analyze from my current customers? Which platforms are my target audience on? What are the interests of my audience? What is my goal? Awareness? Consideration? Ask yourself the right questions and prepare a plan with clear objectives.
Media and brand teams that control data and audience segmentation must collaborate with creative teams early in the process to align and differentiate themselves with creative content that meets consumer expectations and brand objectives.
Let’s take an example: who doesn’t need home insurance? It’s a service that applies to some of the most important buying segments, ranging from students to retirees. Once you know who to target and where to find them, the question is what to say to them.
You can have the right person at the right time, but if you show them the wrong message, or a generic message, you won’t grab their attention.
That’s where personalization comes in. It allows you to send a specific message to your target audience in a relevant way.
“Create an unforgettable, one-of-a-kind connection.” – Aaron Goldman
So, get creative and tell a story to your target audience with sequential messages and by serving the right content at the right time.
Customizing content is above all based on what is happening in real time for your target audience when you send them a message: the weather, the news, the time of day, the time of year, a particular event…
Your advertising campaigns can therefore be based on trends: series, movies, music, etc. Ask yourself: what is trending right now and how can I use it to create creative and relevant social content?
Localization is also an essential element: it allows you to think of specific media campaigns. For example, if you have a sunscreen brand and you have several ranges, depending on the weather, you can create different advertising campaigns. You won’t send the same message if it’s very sunny versus rainy. Give your audience what they want based on the environment around them.
Another important aspect: if your brand has multiple sites and different offers, you need to adapt your message to each placement. This is also true for the availability of offers.
Finally, think about optimizing the reach of your advertising campaigns: offer a wide variety of content to your target audience. This will avoid creative fatigue thanks to the speed of content.
In short, rely on data and creativity to send the right message at the right time to the right people. Now it’s up to you, you have the keys to customizing social content!
