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Brand Awareness & Selfies

Around the world, about 1 million selfies are taken daily – particularly amongst the younger generation. But when it comes to taking selfies on behalf of a marketing initiative, does the obsession translate?

Brands are struggling to connect with the millennial generation, of which, 84% claim that they “do not like nor trust all forms of advertising.” As such, brands are forced to reevaluate and suggest other ideas to try to attract the elusive audience. There is no point spending advertising dollars in front of a reluctant viewer, so instead of reaching out to mega-celebrities for endorsements, brand marketers are turning to their own customers on lower-cost platforms in a bid for success. Using social media to capitalize on free, user-generated content to drive engagement and sales, brands are asking their customers to be brand ambassadors through #hashtagged selfies. But does this tactic work?

Over the past year, more brands have tried to incorporate selfies in their marketing campaigns. Ellen DeGeneres’ Samsung Galaxy selfie at last year’s Academy Awards helped fuel some of the buzz for the marketing tactic and Dove, AXE, Aerie and Pantene are just a few of the brands who have implemented selfies in their campaigns.

Survey Monkey conducted a study to explore surveyors’ perceptions of selfie campaigns. While nearly three out of four respondents said that an ad company that included selfies would not prompt them to buy a product, over 50% of respondents thought selfie campaigns were actually effective.

Not all brands should adapt hashtags and selfies in their marketing plans just because they seem to be a global sensation. There is no denying that brands have achieved significant success from their campaigns, but for many brands, it simply wouldn’t work for every product, messaging and target audiences.

Never lose sight of your foundational brand messaging when considering new marketing strategies. It’s easy to fall into the trap of ‘everybody else is doing it,’ but it is far better to be the outlier, than it is to have a drop in sales because of a poorly designed campaign for your business.

Ann Keeling says:

Millennials are a generation that’s, well, obsessed with themselves. I’m not saying every single person who falls into the Millennial generation, but as a whole they do tend to be a very narcissistic generation. Studies suggest that the Millennial generation is the most likely to live at home and/or return home if the “real world” doesn’t work out, or to save money to buy a house, etc; to wait to get married and to have children – if they ever do. Our society, in fact, will suffer from under-population in the coming decades because of this generation’s decision not to reproduce. So I guess there’s a reason why selfies are all the rage these days….

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