Take advantage of the tools without losing identity
Now we can talk about external tools. The video is being used much more than the image, for example, but we should not use it without analyzing if it is faithful to the identity of the brand. If for a company the short video format is congruent with its personality, that is the path to take and it should have been there for a long time. But if instead, the brand has to do with photography, it should continue posting its images. The essence is the most important.
You don’t have to transform the format and identity just to please the audience. Because if it is about having more clients, more subscribers, it is necessary to be authentic and not get on the trend of being on platforms just for the sake of being there. You must analyze what part of the narrative is adding value to that channel. Not all brands have to be on TikTok, not all have to be on Instagram, but all can be if they are authentic, entertaining, or know how to connect with good content.
A global look
The different points of communication have to tell the same story, the posts on Twitter, Instagram, TikTok, among other channels have to work separately, but they must be related to each other, like pages in a book that allow us to understand what it’s what happens no matter where you start reading. This global perspective is decisive in order to build bridges between the different platforms and allow them all to strengthen together, always maintaining the identity of the brand.
What indicators should I pay attention to?
There is a need for digital education that is essential to strengthen. Understanding the communication processes, the creation of the link with the consumer, the objectives of the stage that is going through, it will be clear which are the indicators that must be paid attention to and, additionally, to be able to make a more in-depth evaluation to be able to detect where there may be a potential problem in the campaign that is being carried out.
Editor’s note: Edmundo Bianchi, creative director of InPulse Digital. follow him on LinkedIn . The opinions published in this column belong exclusively to the author.
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