talla
media group
Priscilla Kavanaugh
Content with Intention: A Better Way Forward
August 23, 2023
Social media platforms are more saturated than ever. Forbes estimates that 95 million pieces of content are posted to Instagram every day, and 34 million videos are uploaded to TikTok; and those are only two of dozens of platforms.
With so much competition, it is increasingly challenging for brands and creators to stand out, let alone retain their audience’s attention.
If brands want to create meaningful relationships with their audiences, they will need to dig deeper. Consumers are drawn to authenticity, and we know they can sense when a brand is performative (*ahem,* Bud Light we’re looking at you). We know that people are craving a sense of belonging, and that trust among consumers and brands is increasingly important.
To ensure our clients stand out, we encourage brands to shift toward creating content with intention: strategies and programs that focus on a brand’s core values, social impact initiatives, and/or community building. Companies like Patagonia, Chobani, and Bombas have been doing this well since the beginning. Sharing genuine narratives that humanize products and services, and highlighting our clients’ “give back” initiatives are at the heart of our mission as marketers.
Prioritizing content with intention doesn’t mean performance will suffer. We reviewed dozens of 2022 Instagram and TikTok campaigns and found those that highlighted sustainability, a brand’s values, or education achieved average engagement rates almost 14% higher than our other collaborations.
Brands and creators only stand to benefit from incorporating content with intention into their strategies. You can expect increased trust with your customers, amplified awareness of your social initiatives, and an opportunity to tap into new audiences who crave authenticity. Brands who are more conscientious of their messaging and how they give back will have a better chance of connecting with Gen Z, whose buying power is about to skyrocket.
Working with TMG can help your marketing team discover the endless potential that comes with producing content with intention. Tap the link below to see how we can help your brand put its best foot forward.
