With dozens of social media apps to choose from, brands often centralize focus on which medium will maximize reach. While honing in on the right social platform is important, it is not the ‘be-all-end-all’ of social media success.
The key for social growth is having the ultimate content creator.
As the social media landscape evolves, so does the way that celebrities interact with their fans. The electronic band Gorillaz released a six-minute VR music video landing them an astounding 3 million views in 48 hours. While these innovative tactics to enhance fan experience are successful, it isn’t the medium that fans are drawn to.
It is what the artist does with this new technology that draws significant attention and increases their overall social value.
Many celebrities have a very specific personal brand, which presents the celebrity with an avid following that craves their thoughts. When a celebrity can build enough social credibility through their personal ideology and or niche interests, fans will follow wherever they post content.
For example, Ryan Seacrest is widely recognized for his on-screen charisma and overall positive energy, which directly translates to his social media accounts. Seacrest consistently posts inspirational notes across his social media handles, which garners significant fan interaction across the board. Being the media mogul that he is, Seacrest has 806,000+ Facebook followers, 3 million Instagram followers, and 16 million Twitter followers.
While his following on Twitter dwarfs the rest of his handles, fan interaction with his posts are fairly even across the board, due to his unique personal brand that he consistently promotes. Seacrest’s personality is extremely beneficial for media brands, which is largely why ABC signed him to co-host ‘Live with Kelly’. Thanks to Seacrest, the show is already experiencing significant rating bumps.
The same trend stands true for the social media influencer pool. When the video-sharing app Vine was discontinued, influencers were forced to translate their 6-second video fame to new platforms. Many famous Viners, such as Nicholas Megalis didn’t fully survive the transition, moving from 1.13 billion all-time Vine loops to a mere 35,000 YouTube following.
However, for Viner Ryan Bachelor (@KingBach), his own rendition of slapstick humor has enabled him to amass 16 million followers across all major social media platforms. Thanks to his unique take on comedy, his message to his following is effective regardless of platform. Bachelor can hop on his Snapchat story or tweet out a short video, and fans will still engage with the same enthusiasm as they had with Vine.
Brands such as Doritos and Brita have taken advantage of his massive following and have partnered with Bachelor to make their brands funny, relaxed, and relevant. Brands that partner with influencers give the talent an immense amount of creative control, which makes the branded message feel organic and not like a cold product placement.
For brands, now is not the time to spread thin across every available social platform. It’s time to focus on meaningful content produced by highly valued social content creators.
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