In 1992, 69 percent of Americans primarily received their news from linear television. Brands rose to prominence with impactful brand-building campaigns and late-night infomercials. Today, half of all Americans get their news from social media, according to Pew Research Center.
As social has subsumed other forms of media, it has become a throughpoint for brand discovery and engagement. Brands have piled onto platforms, and spending on social media advertising reached more than $65 billion in 2022. Countless more flowed to influencers, in-house content creation, and audience development teams.
Audience development is part of the business strategy paradigm, but social media is not a magic bullet. Is it better to build a following organically with original content, to rent eyeballs from an influencer who has already gained the trust of their audience, or to invest in paid social media advertising?
Different business models demand different strategies, and the best social media executions reveal an understanding of underlying commercial needs.
Companies with more cash in the bank can invest in marketing strategies that take longer to deliver results. Duolingo is a famous cases of viral brand marketing success in the TikTok era, and for good reason. The company makes money by converting free language learners into paid users. A strong, friendly, engaging brand widens the top of the user acquisition funnel over the long term.
After going public in 2021 after nine rounds of venture funding, the Duolingo team built on a history of meme-worthy app notifications and a cult following online to develop an organic content juggernaut.
Partnerships with brands like Scrub Daddy, viral moments with celebrities, and surprise appearances at events like the Barbie Movie Premiere have cemented Duolingo as a cultural force.
It’s cool to be seen studying on Duolingo, and that’s good for user acquisition. Developing this sort of brand and audience, however, takes consistency and care, as well as the budget for long-term strategy.
For brands that need a more immediate payoff, buying may offer a more strategic route than building.
Marine Layer is a fashion brand that wins new shoppers with their colorful retro styles and keeps them coming back with comfortable fabric and durability. While it is beneficial for any fashion brand to be embedded in cultural events and earned media, associated with influential celebrities, and seen in storefronts in America’s hippest towns, these businesses also need to drive sales.
For that reason, Marine Layer advertisements are a regular feature on Instagram. Showcasing models enjoying the great outdoors in fresh but retro styles, the brand’s marketing material feels like an old-school catalog. In fact, just like older clothing brands, they have one.
With more than 195 thousand followers on Instagram, the impact of social media advertising is clear. While consumers may click to purchase a new sweatshirt they see in a promoted post, those that don’t may follow instead. Followers can later be retargeted with fresh offers and limited editions.
This two fold approach to paid audience development yields immediate sales results in addition to building the brand for the long-term.
A third and increasingly popular approach to audience development and social media marketing is renting. That is, working with influencers who have already spent the time, effort, and money developing trust with an engaged audience. Renting an audience can be particularly valuable when shifting the tone or positioning of a brand, or when seeking to enrich a company’s credibility.
This is exactly the approach Tinder took with its “It Starts with a Swipe” branding campaign in 2023. Aiming to transform the app’s reputation as a hookup hub, Tinder CMO Melissa Hobley partnered with influencers to share their true-love Tinder stories.
Tinder has deep pockets, and is no stranger to paid marketing and organic content. Working with influencers in their global branding campaign was a strategic choice to leverage the trust those creators had developed with their followers. Repositioning a brand like Tinder is akin to turning an aircraft carrier: yes, it can be done with the ship’s mighty engines, but it’s easier with the help of tugboats.
There is no magic bullet when it comes to social media.
What is right for Duolingo is not right for Tinder, and vice versa. Some brands are likely better off without social media altogether. At Practical Effects, we develop and execute strategies that make sense for your business. Writing and research are the core of what we do, and we believe in storytelling and facts.
We don’t believe in cookie-cutter marketing or spending for the sake of spending. Developing your audience means something different for each brand. Collaborative strategy driven by custom research and meaningful storytelling powers success for our clients. Good marketing acknowledges the commercial needs and capabilities of the business, whether that means building, buying, or renting. What’s practical for your brand?
Interested in continuing the conversation? Email hello@practical.nyc or reach out to your account executive.
