But before you click on annoyed, let me explain my thesis.
At Collective, we live for brand communication. Even on social media. We go to the office every Monday morning full of euphoria when a new week with new projects and challenges is coming up. What we love the most is when our work is not only well received by our customers, but also by the target group.
To do this, we have to ask ourselves an unpleasant question: What does a user want to see from social media? That's relatively easy to answer: your friends. Parties. Vacation photos. You're on social media to connect with your friends. Increasingly also to be entertained — and this is where an important approach begins: the question of how can we as a brand entertain our target group?
I would like to make it clear: the production of Hinz&Kunz Güzli AG is of interest to pretty much no one outside the immediate environment. And maybe it would be better for everyone involved if Hinz&Kunz Güzli AG simply stays away from social media? Companies that don't feel comfortable with the task of being present on social media will look like a philistine at a shared flat party to private users: tense, unintegrated and extremely uncool. Because, on the one hand, you are a foreign body, and on the other hand, you are trying to do something that is not 100% direct and authentic, and in doing so you are breaking the unwritten laws of social media.
Now you might be asking yourself, how can a brand be well received on social media? Well, we are happy to take on this challenge! We believe that, just as on the free market, a brand needs a right to exist and a “purpose” on social media. For TCS, these might be road trip vlogs, for Einsiedler Bier it might be beer tastings, and with Lattesso, we're celebrating success on Instagram with the “Home Barista 101 Basics” series. On the one hand, such story formats offer entertainment value, and on the other hand, they represent the brand in a language that is appropriate for social media — and in doing so they integrate themselves into the party and may even become an alpha animal.
It is precisely this hurdle that is big and difficult for many companies to overcome. With lots of euphoria and pleasure, we will help you consider how and whether an appearance on social media can be of use to you. Because one thing should be said: Anyone who has the ultimate discipline under control has truly understood their marketing.
