It’s easy for the Nikes and Taco Bells of the world to launch creative social media ploys. What about those that are less established and less interesting industries?
No brand category is too boring for social media. If you have a strong brand, a good understanding of your consumers and are willing to take risks, any brand can use social media effectively.
The key fundamentals of making a “boring” brand intriguing in social media are the same components that make any brand interesting:
Know your brand. Appliances aren’t something most people go crazy over on social. However, Maytag created the Maytag Man who brings to life the spirit of hardworking dependability that the brand stands for. They also have a well-known annual promotional period in May — “May Is Maytag Month.”
They also hopped on the It’s Gonna Be May meme with a music video starring the Maytag Man. These social efforts from Maytag fit perfectly with their assets and correspond with them having something timely to say.
Know your audience. Corporate real estate is another example of what may be a dull industry on social platforms. However, WeWork understands that the product it provides (convenient, enjoyable co-working spaces) is really about the people it serves: unconventional, highly motivated, independent young professionals who take their careers seriously but have had to forge their own paths the entire way.
All of its social content speaks to and celebrates this audience. Seeing a post from WeWork reminds people, that they are the type of person who works at a WeWork space.
Be bold. That’s exactly what TSA does on their social media. They do what you would want them to do on their social media channels. They talk openly about everyday work and answer questions about air travel regulations. They even have a YouTube playlist called “They Brought What?” dedicated to showcasing the strangest things people try to bring on airplanes. It’s unexpected, entertaining, and works well because it educates travelers and builds credibility.
Sometimes, a “low interest” or “boring” industry is just one where we haven’t given people enough reasons to be interested. There are great ideas to be found if we dig in and do the work!
Contact us today to see how we can turn your brand into something FUN + EXCITING!
