One common pitfall that brands are falling into in these times is seeing social movements as trends. Even when involving well-meaning influencers, it’s easy to fall into the trap of “monetizing” justice. Marcio notes that brands can be more purposeful in their content if they have the right approach, “If you don’t have anything to say then there’s no point. Combine your brand’s voice with the human voice so people can relate to it.”
To avoid making movements into trends, weave your brand’s unique point-of-view into a meaningful story. This means making actual change within the company itself, supporting influencers that have a voice, and including more diversity into your social media strategy year round. Social justice topics like Black Lives Matter and sustainability aren’t a season, they’re a story in themselves.
The new normal is slowly shaping up to be the game changer consumers and brands secretly wanted. It’s a world of more intimate conversations between brand and customer, more authenticity and a greater sense of brand identity. Although it may be difficult at first to wrap your head around, in the long run being able to blend influencers into your content strategy will mean more loyal customers and a greater impact.