Embracing an experimental and nuanced approach to social media can help marketers sustain success and remain agile.
Liquid I.V. relies on TikTok influencers, developing strong relationships with creators and viewing them as partners. Trust is crucial, as is not being overly prescriptive with influencers who understand best what their audiences respond to.
While TikTok has been a success for Liquid I.V., the brand is not putting all its eggs in one basket. As a result, Snapchat remains part of Liquid I.V.’s holistic paid strategy. The company focuses on awareness placements, leveraging AR lenses, and further down the funnel attracting consumers to Snapchat Stories and feed ads.
“Being able to know where your audience is and create content that’s really native to the platform is really, really important,” she said. “Really looking at the channel, understanding the content and how your audience will engage with that content is really crucial to performance, relevancy.”Keeping an open mind about social media is especially important as advertisers face the challenge of losing third-party cookies, which help them track consumers across different online channels.
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