For many brands, premium creatives are a top priority – but not all campaigns are made equal. In today’s world, the need for content in all forms is growing exponentially.
Our relentless appetite for new and relevant content has propelled us into a new era of semi-automated creativity where everyone can expedite content and media using platforms that do most of the heavy lifting in terms of personalization and volume.
How does this relate to building relationships at scale with your audience?
We caught up with Trust’s Social Media Specialist Bruna Piovezan to unpack what it’s like working at the forefront of technology and content creation in a fast-paced industry such as e-commerce and gaming and how your audience is impacted by how you communicate and interact with them through content.
What drew you to Trust initially? And why do you like doing the work that you do?
Bruna: From the beginning, I was intrigued by Trust’s mission and global brand. As a leading company for digital lifestyle accessories, I saw an opportunity to work at the intersection of technology and lifestyle and communicate with a tech-savvy, global audience passionate about gaming and devices.
From the get-go, that meant challenging myself to keep the content we create on social media channels top of mind, finding ways to communicate with our audience in a personal way, but also maintaining a cohesive style, unified language, and consistent tone across different countries.
What are some of the biggest industry changes you’ve seen since you’ve started your role?
Bruna: Communication as a whole has become much more digital-focused, forcing marketing teams to think about digital transformation as an effective action point, and no longer as a plan only.
Consider this – two or three years ago, many businesses still didn’t consider being online. The harsh reality is that those who aren’t online nowadays don’t really exist.
On top of that, since the pandemic started, consumers have also become more deeply connected to the digital space; it’s no secret that these days, everyone uses their devices to get information, shop, or communicate.
As many brick-and-mortar businesses closed worldwide, companies and customers alike had to pivot to digital-first ways of doing business. As a result, we’ve seen some major, long-lasting changes to how businesses and consumers communicate and build relationships with one another.
I personally think that businesses that don’t have digital communication in their veins will not be able to adapt to this new consumer behavior. So I believe our challenge is to provide the right kind of content to connect with our audience and meet them where they are.
For instance, Trust is a global company so we put a lot of emphasis on providing personalized content, but to do so, we need to deeply understand our audience, and only then can we adapt it to their unique requirements. During trying times, it’s imperative to ensure our customers receive accurate and relevant content, in an appropriate context across all platforms.
Where do you think the state of content production is going to or needs to go?
Bruna: Content production is heading towards a great scenario. As the need to be online and active on social media increases, more quality, timely, and relevant content is demanded by the audience, which makes the practice of producing and sharing content even more valuable.
What exactly does a good relationship between brands and their audiences look like?
Bruna: As an advertiser or content creator, you must always keep in mind that most of your customers are still not sure about what they really need. Informing and educating in a light and consistent way and always staying aligned with the band is key.
As a Social Media Specialist at Trust you are addressing a global audience through your content; how do you approach the issue of localization in content and reaching out to a diverse audience at scale?
Bruna: Social media managers need to be able to customize content to local tastes and cultural nuances. Not only that, but they need to do this while keeping the brand’s identity at the forefront.
One way of achieving this is by managing and producing digital assets from one central location. Using the right tools and platforms makes a whole world of difference. Adapting Trust’s brand guide to the local needs and talking the language that our local audience wants to hear is the first step to reach the right person.
The great thing about creating content is that it has a compound return element to it. The more you put into it, the more you will actually get out of it. This is why it needs to always be relevant.
Even if you have an incredible product and your content is spot on, it won’t amount to much if it looks like this to a Russian-speaking audience:
What piece of advice would you like to give to social media managers struggling to reach their audience in an over-crowded space?
Bruna: I believe that finding your brand’s niche and the audience who identifies with it is much more effective than trying to reach everyone and end up communicating in a superficial and shallow way. In this case, less is more. The truth is a one-size approach fits none.
If you’re a leader, ask yourself what has changed with what people are coming to you for. Consider those shared activities or things that you may have done in person, and try to design experiences for those people in an online capacity.
Before you put pen to paper, you should identify the main objective for your social content, who your target audience is, the tone of voice you’ll be using, the problem your customers face, and a call to action.
Filling in these blanks will serve as the backbone of your strategy and help guide your creative decisions for developing a concept. Take your time, put on your creative thinking caps, and have some fun coming up with unique yet effective ways to share your message.