And it is because it is evident how in the last two years it has completely revolutionized the world of social media marketing.
Research by Hootsuite shows that consumers are more likely than ever to switch tasks between a social network and according to what they want to do, whether it’s looking for entertainment, shopping, brand research, or catching up with family and friends. friends.
Marketers are refining their strategies and reallocating budgets to fit an increasingly fragmented social media landscape, while the organizations they work for are realizing that the usefulness of social media goes beyond the marketing.
In this race for attention, it’s worth asking what it really means to be a beloved brand on social media.
Likes, shares, and comments are all very well, but the brands featured in Love Brands’ recent report on the most loved brands “generate much more than a fleeting high-level interaction on the web.” social networks”, as this firm argues. Brands that are loved use social media to better understand their audience and what they are looking for. “Beloved brands have a good understanding of the nuances of each social network and are able to employ them in ways that enhance people’s experience,” says Love Brands.
But above all, beloved brands harness the true differentiator in marketing: creativity.
Brands are taking creative risks that don’t just stop people from scrolling, but also bring joy, love and loyalty to them.
The Love Brand report finds that the most loved brands prioritize sustainability.
This year, in the midst of changes and challenges, the brands have focused on environmental, social and economic sustainability.
The philosophy of the companies that support them act in accordance with the principles of the ESG philosophy, based on respect for the environment, the community in which they operate, following responsible governance standards, which include accountability and transparency in your daily operation.
The most beloved brands, according to Love Brands, “add new dimensions to sustainability”, since in their list of the 50 best of 2022 they are leaders in environmental, social and economic sustainability.
The winning brand, Asics, a manufacturer of sports shoes, generates positive feelings and pleasant things, with collaborations between brands and sponsorship.
Asics sponsored events represent a significant number of mentions. In fact, a quarter of the most engaged mentions (2,800 of 11,600) were hidden mentions; that is, only the Asics logo was recognized with no text mentions of the brand. 30% of these mentions had positive sentiments. Asics was always present in moments that brought joy to sports fans, whether on the volleyball court, the athletic field, the soccer field or the badminton court.
“Each of the brands in our 2022 ranking has focused on environmental, social and economic sustainability,” concludes Love Brands.