Our Media House team went to the Baltic e-Commerce Forum this week and brought back some good ideas. Here’s a short and concrete overview of what’s really working in social media today, what mistakes we see on the sidelines and what we’re already putting into practice.

Inclusion remains a currency, but it should be measured differently. Save & Share > Like & Comment

Today’s value is created when content is stored or shared. Save = value, Share = entertainment. Think about it, when was the last time you commented on a post?

Adaptability determines success

Listen to your target audience, test different approaches and constantly optimise. One solution does not work permanently.

The real value of > promises

A “no bulls**t” approach. If you don’t solve a specific problem, your message has no weight. Nobody believes in bullshit anymore.

Nobody cares about your “brand”

The proposed content must be useful or interesting. Why focus on your brand and not the consumer?

Speak in human terms, not segments

Gen Z is not a “target group in Excel”, but also just people. Avoid stereotypes, but get their “language”.

Following trends often means being behind the times

If you have to look for ideas on “what’s trending now”, chances are those ideas are already outdated. Focus on originality, be brave enough to try.

One product, multiple perspectives

Tailor the visuals of one product or service to different target audiences according to their values. The same offer, but with several different banners with different designs and contexts.

Creative > copy (especially Metas)

Visuals decide your success! The text supports the side but does not carry the campaign.

In short, content needs to create value, be flexible and driven by real people’s needs, not always by the brand’s wishes. If you’re confused about any of these points, drop us a line and we’ll be happy to sit down over a cup of coffee and explain.