This month, a new challenge was set for an Instagram post to achieve the most likes ever. This meant that the newcomer had to beat the record, already set by an incumbent, at 18 million likes. And the challenger post was a simple egg.
Not only did the post surpass the incumbent, world_record_egg, has taken the world by storm with a simple post picturing a humble egg, resulting in a flurry of media articles that PR experts only dream of achieving for their campaigns.
In my previous blog, I explain that content achieves high engagement when it is timely, relevant, accessible and is portrayed through the appropriate channel to reach its audience.
But there’s one more vital element: capturing the sentiment of the customer. What are your customers currently thinking, feeling, experiencing, struggling to achieve? How can you address this to create a meaningful contribution?
Orchestrating the right content, at the right time, via the right channels is not easy but it’s what will make you stand out in the crowd. Furthermore, identifying customer sentiment will put your campaign at the top of the social media feed through engagement (shares and comments).
This doesn’t mean that you have to solve all your customers’ challenges. However, the more you understand their persona (the profile that represents them) the closer you are to identifying the winning orchestral ensemble.
The Instagram post was clever because its authors took a risk and chose a pure form to represent their product in amongst a plethora of highly branded and photoshopped posts on Instagram. It was innocent, yet bold, and it cut through the noise with minimal effort and zero cost. That’s the sunny side up from where I sit. What about you? Want to know how you can create compelling content that captures your customers’ sentiment? Let’s talk.