Feeding the social media maw*: the always on content challenge
Red Bull, GoPro, Dove – these brands have leveraged their content creation to drive huge awareness and sales. However, are they false prophets, unicorns, the outliers that drives the rest of us towards viral glory? How many of us have heard that “we want it to go viral” in a creative meeting, it’s practically a mantra. Marketers used to be happy with a weekly ad, TVC a quarter, with huge production budgets and advertising dollars. Now, a marketer needs to “feed the maw”; the never ending cycle of creating images that can be memes, videos that make us laugh or cry, blogs that inform, infographics that engage, and witty (but not too witty) 140 character missives, posted daily, weekly, monthly. Agencies can’t scale down and few have the budget or the resources for an editorial production team but our customers are spending more and more time on social. How do you feed the maw?
* Maw: the jaws or throat of a voracious animal.