At its core, advertising is all about influencing people to buy goods or experiences that make them feel good about themselves. It’s a simple rule to follow, and whether it’s a new car, a new shop or new food item on aisle three, the main priority
of a good advertiser should be to make the customer feel awesome.
As a social media platform and relatively new addition to the world of advertising, Twitter has proven to be a great place to make people feel good about the brands they choose to follow. With minimal effort, Twitter gives brands a platform to inject real personality and humanity into their messaging, but while looking at the platform a good portion of my day (for work… most of the time), I find that many brands are tweeting the wrong way.
The problem is that Twitter is a social media platform – a place where people congregate to share the news, tell funny stories and learn about all the happenings in their friends’ lives. Instead of being a place to solely sell product, it’s a unique outpost for creating brand loyalists – for breaking down that fourth wall and showing people there’s a real personality behind the curtain. Sure, you don’t want to be a bozo, but everyone likes a fun-loving brand!
If you get the chance, take a look at the Twitter feed of Chobani Greek Yogurt (@chobani). A while ago, they tweeted something really smart, something that many brands can learn from.
“When the barista at your fav coffee place knows your order by heart #nothingbutgood.”
Without even mentioning a product, Chobani connected with its target demographic in a personal way while sneaking their “nothing but good” slogan in as a hashtag. It might not register, but next time a customer sees the slogan on a container, it just might get people thinking of happy times. Happy times with Chobani.
That, my friends, is nothing but good (now it’s stuck in my head).