Article
The company Bark is using Social media following the guideline of Social Media is about the people and not the business. They are using platforms such as TikTok and Instagram to raise awareness of their company early in people who potentially may own a dog based on research. Instead of pushing products they are letting people create their own content for themselves and other people to engage with. They even created their own platform "Say Bark!" to let people create/ see content more tailored to themselves. They also focus more on the needs of dog owners instead of selecting and pitching to target audiences (Nickalls).
This experience is different than many companies that are on social media these days. While in the rare instance a pop-up ad can be useful more often than not they are distracting and take away from the social media experience. Today, for example, I was on Facebook and an ad for Spamalot came up and I would have bought a ticket right then and there ( and still might). However, more often than not I get ads for items and services I have googled but now I am done looking for. In these instances, both are selling products to a potentially interested person already looking.
Bark instead is gaining a loyal following by making their presence known through these unboxing videos, "Say Bark!" and other app experiences by making it all about the potential customer's experience. This is aligning their values with dog lovers and potential dog owners making them more likely to be brand loyal and go to them first for any dog owner needs. This shows that they are following the motto about putting people before business when it comes to social media marketing. Also, experiences are more likely to be remembered than short ads that most people are not really paying attention to. You are more invested in media you create and actively watch such as unboxing videos on youtube and will be more likely to remember it better, longer and have a more emotional connection to it.
Bark is also making a smart move building up this following from a young age based upon research. This way as the millennials and Gen Zers get older there is a market to tap into when they do settle down and get dogs. There will always be a new generation and its actively seeking them out. This is instead of waiting to get them when other companies are also jockeying for attention to sell to pet owners.
Citation
Nickalls, Sammy. “How Bark Is Using Social Media to Market Itself to Future Dog Owners.” – Adweek, Adweek, 11 Feb. 2019, www.adweek.com/brand-marketing/how-bark-is-using-social-media-to-market-itself-to-future-dog-owners/.
The company Bark is using Social media following the guideline of Social Media is about the people and not the business. They are using platforms such as TikTok and Instagram to raise awareness of their company early in people who potentially may own a dog based on research. Instead of pushing products they are letting people create their own content for themselves and other people to engage with. They even created their own platform "Say Bark!" to let people create/ see content more tailored to themselves. They also focus more on the needs of dog owners instead of selecting and pitching to target audiences (Nickalls).
This experience is different than many companies that are on social media these days. While in the rare instance a pop-up ad can be useful more often than not they are distracting and take away from the social media experience. Today, for example, I was on Facebook and an ad for Spamalot came up and I would have bought a ticket right then and there ( and still might). However, more often than not I get ads for items and services I have googled but now I am done looking for. In these instances, both are selling products to a potentially interested person already looking.
Bark instead is gaining a loyal following by making their presence known through these unboxing videos, "Say Bark!" and other app experiences by making it all about the potential customer's experience. This is aligning their values with dog lovers and potential dog owners making them more likely to be brand loyal and go to them first for any dog owner needs. This shows that they are following the motto about putting people before business when it comes to social media marketing. Also, experiences are more likely to be remembered than short ads that most people are not really paying attention to. You are more invested in media you create and actively watch such as unboxing videos on youtube and will be more likely to remember it better, longer and have a more emotional connection to it.
Bark is also making a smart move building up this following from a young age based upon research. This way as the millennials and Gen Zers get older there is a market to tap into when they do settle down and get dogs. There will always be a new generation and its actively seeking them out. This is instead of waiting to get them when other companies are also jockeying for attention to sell to pet owners.
Citation
Nickalls, Sammy. “How Bark Is Using Social Media to Market Itself to Future Dog Owners.” – Adweek, Adweek, 11 Feb. 2019, www.adweek.com/brand-marketing/how-bark-is-using-social-media-to-market-itself-to-future-dog-owners/.
Thanks for the first post. Topic is relevant with adequate content. As you continue, I encourage you to apply some class materials when possible. Keep up the good work and I look forward to reading more
ReplyDelete