The Rise of Social-Out Marketing: A New Frontier in Brand Strategy

The Rise of Social-Out Marketing: A New Frontier in Brand Strategy

In the ever-evolving landscape of marketing, a new trend is capturing the attention of brand leaders and clients alike: 'social-out' marketing. This innovative approach places social media at the heart of marketing strategies, transforming it into the primary hub for content that spans multiple channels, fostering more genuine connections with customers.

Social-Out Marketing Explained

Social-out marketing involves positioning social media as the cornerstone of any marketing initiative. It leverages data and insights from social platforms to inform creative development and strategic engagement. Through social listening and data analysis, marketers can gain a deeper understanding of consumer preferences and desires. This approach also utilises social content to inform and influence other marketing channels, ensuring a unified and comprehensive strategy.

Beyond Social-First: The Evolution to Social-Out

While 'social-first' strategies have been prevalent, focusing on creating content specifically for social media platforms, social-out takes this concept further. It harnesses social learning and insights from successful content to influence and integrate with other channels. This approach allows brands to tap into cultural moments and gain a nuanced understanding of consumer-brand interactions, which then informs every aspect of the customer journey, from product experiences to large-scale advertising campaigns.

A Tactical Shift in Marketing Strategy

Tatiana Holifield, VP of Content & Growth Marketing at SiriusXM & Pandora, notes a significant shift in focus: "Social media has become our primary distribution platform for reaching massive audiences and driving subscriber growth for our app product. We use social content marketing to build awareness, drive consideration, and ultimately convert prospects into loyal, paying customers."

Marc Pritchard, Chief Brand Officer at Procter & Gamble, echoes this sentiment: "Social media isn't just another channel; it's fundamental to our understanding of consumer behavior and preferences. The insights we gather from social analytics are crucial in shaping our broader marketing initiatives."

Harnessing Attention Across Digital Platforms

The importance of social-out marketing is underscored by user engagement data. For instance, US TikTok users now spend an average of 113 minutes daily on the app, while YouTube remains the top video platform for younger generations. Crafting strategies around these high-engagement platforms and leveraging their influence across other channels helps create a more cohesive and effective marketing approach.

Adapting to a Changing Digital Landscape

As third-party cookies decline, direct-to-consumer brands are pivoting towards platforms like TikTok and Snapchat. Social media has transformed traditional marketing dynamics, with awareness now driving discovery and performance. Social platforms offer extensive reach using their own data, making them increasingly valuable in this new landscape.

At the tree by Poppins, our tribe model delves into the psychographics and cultural trends that intersect with demographics, allowing for richer, more engaging targeting strategies for brands.

The Evolving Role of Influencers and Creators

Social platforms are redefining brand building, moving beyond sales-focused influencers to embrace creators who shape culture and community. While tactical campaigns still benefit from influencers promoting discounts, long-term brand building requires partnerships with creators who set trends and align with brand values, fostering authentic connections with audiences.

Charli D'Amelio's viral TikTok dances exemplify how tapping into cultural trends can be more effective than traditional product promotion. With TikTok's ad revenue projected to reach $17.2 billion in 2024, understanding how to leverage the platform's potential is crucial for brands.

Social-Out Marketing in Practice

At the tree by Poppins, we employ tribe mapping to gain deeper insights into user personas and their interactions with brands. This approach has led to successful campaigns for various clients:

  • For World Vision, we used social-out marketing to inform strategies around combating world hunger, leveraging social data to drive relevant conversations and engagement.
  • Our work with Boost Energy Drinks earned a Drum Award by using social data to pivot their communication strategy and expand their audience.
  • For Rag & Bone, we utilised social insights to inform their future customer strategy, delivering content across various channels to reshape perceptions of fashion consumption.

The Future of Brand Communication

As traditional media's influence wanes, new media is revolutionising how brands plan and execute marketing campaigns. Social-out marketing represents a fundamental shift, placing social media at the core of marketing strategies and using its insights to create more authentic and engaging customer experiences. Brands that embrace this approach will be better equipped to navigate the dynamic digital landscape and forge meaningful connections with their target audiences.