Crowd Culture
Many brands struggle to unlock the value of social media. A recent analysis conducted by Tania Yuki, founder and CEO of social content analytics firm Shareablee, finds that of 65 billion actions promoted by posts made by US brands across Twitter, Facebook, and IG, only 7% involved sharing the brand’s content. We are going to discuss one main topic.
1. Crowd Culture in Sports
“Going viral is not an outcome; it’s a happening.” - Lori Taylor, Founder & CEO – The Produce Moms
Crowd Culture in Sports
Nigel Hollis, in his article, ‘Crowd-culture changes the rules of social marketing … or does it? states, “People actually want to follow people, not brands.” He’s right, brands come at a distant second to celebrities such as Cristiano Ronaldo, Shakira, Justin Bieber, Dwayne Johnson, and so on. Holt argues that brands should take inspiration from digital micro-cultures like e-sports. This would help them identify what would help them keep the passion and leverage their online presence.
When celebrities tweet about your brand, this can boost mentions and traffic. Linking a celebrity with a brand can pay off. For example, when Zayn Malik tweeted “Meet my friend … Jack Daniels he’s cool, ha” these boosted mentions of the brand by 300%. Holt states, “Chipotle reflects the ethos of its founder, and that sense of purpose resonates with a wider audience; it did not originate from that audience.”
Having people talk about a brand is fantastic, however, the brand itself must be able to strike an emotional chord or offer something that is compelling to the customer. A brand must have an idea of where it wants to go and not become too closely associated with a sub-culture because that can limit it.
In sports, crowd culture is increasingly taking shape. For example, we can take a look at e-gamers such as PewDiePie, VanoxxGaming, and Captain Saprklez. These gamers are attracting millions of followers on YouTube. Brands connecting with the, is wise because The ultimate aim for sports in the next few years is to connect the larger audience with the younger audience.
Sports teams have a crowd culture that is digitally present. For example, Manchester United over the past decade have suffered on the pitch and this has affected their brand as a whole. This is an example of crowd-culture that comes together in opposition of a brand.
Sports teams have now become a brand that partakes in social justice takes and human rights issues. This creates a crowd culture that is either positive or negative.
Looking Ahead
Being able to increase the crowd-culture of your brand in a positive manner through celebrity partnerships is a viable option.
Comments