media update’s Jenna Cook uncovers what performance of shared media says about consumer behavior.
What is the purpose of shared media?
The purpose of shared media is for consumers to leverage brands online. Consumers do this by taking original, owned content and sharing it across their own social media platforms. You could say that shared media is the word-of-mouth equivalent of the digital advertising world.
The impact of a shared media strategy can be seen almost instantly. If more people share the content on their own social pages, more people will see that content. And when more people see it, they become more people exposed to the brand behind the content.
Are you intrigued yet? Here are three secrets shared media can tell you about your consumers:
1. Shared media taps into the part of a consumer’s behavior that is naturally social
Humans are a naturally social species. This means that consumers are – by nature –
already sharing their daily experiences and ideas with friends or family.
Social media has taken this human truth to the next level. Instead of being solely in connection with local communities, people now have the capability to be in contact with communities all over the world.
Consumers desire engagement with valuable content. And this is exactly what shared media does. It gives a way for consumers to provide value to the communities across social media.
Shared media relies on the engagement of consumers to be successful. So it’s important for brands to ensure that content provides the consumer with something valuable and worth sharing.
2. Consumer behavior suggests they are more likely to trust shared media
Trust is built over time and with consistency. And on a daily basis, consumers are exposed to up to
10 000 brand messages. With so much information to sift through, it can become difficult to decide who you can trust and who you can’t.
This is why consumers are more willing to trust the recommendation or review of a friend – someone who they
already trust.
Shared media bridges the gap between brand and consumer by allowing the consumer to be the vehicle of trust. A consumer who shares a brand’s content acts as real-world proof that the brand lives up to its advertising.
Not only does this allow a brand to become a part of a consumer's timeline, but it also creates relationships with the people who view the content shared by each consumer.
3. Shared media drives consumer behavior to make purchasing decisions
E-commerce is quickly becoming an accepted way for consumers to purchase everything – from clothing and technology to groceries. And shared media helps bring attention to brands and their offerings.
The combination of value and trust is what drives consumers to share content. And ultimately, is what leads to consumer engagement.
It has been found that at least
four out of 10 people who engage with branded content on social media– by means of liking or sharing – actually make the decision to purchase.
This may not sound like a lot, but these are consumers who have solely been marketed to via shared media. This makes shared media a marketing strategy that takes very little effort on the brands behalf – as it was the consumer who sparked the engagement.
The majority of marketing, across various platforms, showcases men as powerful decision-makers. Read more our article, #Loeries2018: How are women represented in marketing?
*Image courtesy of Vecteezy