Many of the posts attracted their share of “likes,” comments, and shares, but they weren’t relevant pieces of content that spoke to the brands’ identify and purpose. In fact, they were posts that anyone could do (and several did).
It’s not necessarily wrong for brands to do this. It’s good that they’re trying to be reactive to what’s trending. But overall, such general content is lazy.
Brands that are consistently seeing success in social are creating ownable pieces of content. These are mainly graphic elements that are consistently woven into their content streams.
Oreo is a wonder example of a brand taking advantage of ownable content. Its Daily Twist campaign, in which it shares an image of an Oreo cookie, is state of the art in social content.
Here are a few tips to make your content more ownable:
1. Approach social with the brand’s greater marketing goals in mind
A recent story in Advertising Age, in which the team behind the Daily Twist campaign were interviewed, spells out its overarching strategy: