This Christmas, the digital environment of social networks has presented us with one of the most media-worthy contents of the year: the Mannequin Challenge . A phenomenon that, through and beyond a relaxed and friendly first glance, reveals a new way of understanding, establishing and maintaining the relationship between companies and customers.
The competition for notoriety in the digital environment has turned advertising campaigns based on video strategies into one of the most important and used tools today. A trend that will continue to grow in 2017, as projected by Statista .
“Advertising campaigns based on video strategies will be an upward trend in 2017 to increase awareness in the digital environment.”
Nature participatory, spontaneous and playful of this space of relationship -them social networks– has revolutionized the communication paradigms. For companies, this new model represents the entrance to a agile communication space which allows to generate feedback, with the aim of understanding and speaking with those around them.
Let's leave behind the one-way communication -which is often perceived as intrusive- to adopt the bidirectionality, a form of dialogue in consensus between all parties. This reformulated dynamic establishes a more personal relationship, away from formalities and with a very friendly treatment closest and resolute.
https://www.youtube.com/watch?v=SukNyrMh0Iw”
This is a company personification process, in which the brand becomes one active member of more than one community: the most direct environment. It means, in other words, acquiring a important voice and recognized among all those who make possible or are users of the company's activity.
“It is a process of personification of the company, in which the brand becomes an active and important member of a community.”
Brands have found in the video format for networks, a media potential that is much better directed -and therefore effective- to the desired environment and that at the same time is capable of reaching many more people -precisely due to the complicity of those who form their environment-. This is about the virality of the content .
Considering that on the network the brand is the kaleidoscope of the company's content, it is necessary to keep in mind all the content production process. The viral potential of these, depends largely on the approach and development by the professional -or team of community manager– who takes care of its management and Social Media Optimization (SMO)-.
“Brands have found in the video format for networks, a much better directed - and therefore effective - media potential to reach the desired environment.”
So, what the corporate communication find in the social media and through video is the ability to extend an identity to a large number of people and, more importantly, to do so in a more natural and enjoyable way.
Be it any footballer's, the one from the series Merlin from TV3 or what your cousins recorded during the St. Stephen's lunch, this Christmas who has not let one in Mannequin Challenge at home?
