Over the years, social media platforms like Facebook, Instagram, TikTok,and Snapchat have added new features within their app ecosystem in order to keep their platform from being stale. Instagram tends to be a huge culprit in experimenting with different features like Carousels, Guides, Broadcast Channels, and Notes, or getting inspiration from their competitors.
However, is it really crucial for brands to make use of every feature and format?
Arguments for Using Everything & Being Everywhere: Brand Visibility
One argument in favour of using every feature revolves around the concept of brand visibility. In a world where attention is scarce, marketers aim to maximise their brand visibility and recall by leveraging diverse features. With users engaging in different ways on platforms like Instagram – from scrolling through posts to watching stories, reels, and threads – brands can create multiple touchpoints for their audience. The idea is that exposure across various features increases the likelihood of a user making a purchase, as it often takes more than seven exposures to convert a consumer.
Arguments for Not Using Everything & Being Everywhere: Lack of Focus in Social Media Strategy
On the flip side, the argument against using every feature centres on the lack of focus in social media strategy. Managing diverse features with their unique specifications, such as aspect ratios and content restrictions, can be time-consuming, and cost ineffective. Marketers may find themselves scrambling to fit their brand message into each format rather than focusing on a cohesive and well-thought-out strategy.
Moreover, not all features are created equal, and some may be redundant for certain brands. For example, Instagram broadcast channels can be suitable for fashion or B2B, but it might not be suitable for FMCG brands that do not have regular promotions.
Middle Ground
What makes a good way to integrate different features? Well it is possible to be able to use multiple features within a social media platform, provided that you understand how each feature functions, and how you can use them to your advantage.
Here is a good example of what we have done for Gerber Singapore. We use the usual Instagram Grid as a playbook, where mothers get inspiration for recipes and tips, whereas for our stories, we thought of digital flashcards that work well with the stories format, so that mothers can utilise the flashcards to not just educate their children, but entertain them as well.
Another example that we have for Dettol is utilising carousel posts and stories for educational content. However, the way that we structure our content based on the formats that we use differs. Due to the ‘tap to see next story’ function, we are able to make educational content more interactive, as compared to just normal carousels.
Understanding your consumer journey is extremely crucial in mapping out what features work best for you. A consumer-first approach allows you to find the right feature on the relevant platform to disrupt the noise in social media and send your message effectively.
Conclusion
In conclusion, the key for brands is to find a good balance between constant visibility and relevance. Rather than adopting a one-size-fits-all approach, brands should assess the functionality of each feature, as well as map them with how they work in a consumer journey framework to leverage them to their advantage.
