Social Showdown: Which Influencer’s Branded Content Reigns Supreme? [Starbucks Edition]
Social Showdown: Which Influencer’s Branded Content Reigns Supreme? [Starbucks Edition]In a social media landscape defined by user-centric algorithms and in-the-moment themed advertising, it has never been more important to create branded content that focuses on consumer engagement over blatant brand promotion. People have control over what and with whom they interact on each social media network, and their ad blockers are ensuring that your paid ads never even reach them.
So it follows that the brand strategy that will drive the most value for you on social media channels is one that mirrors consumers’ behavior as they interact with their news feeds. Brands need to prioritize creation and personalization of branded content, posted by the individuals that your consumers go on social to interact with in the first place. Starbucks is known for its creative social media posts and among the most influential brands on social; Secilia Kirby, the manager of the Starbucks Instagram page, said of her posting strategy, “It takes people into the moment. Often, there’s just a hand, but you get a feeling it could potentially be yours.”
But not all content creation has equal value for your brand. There are different levels of influencers that you can tap into, and each of them make varying impacts when they post on social media. Below, we break down four examples of Starbucks-branded content creation, and give you the low down on what each content strategy can do for your marketing efforts.