In recent years, social media has been polluted with trolling, fake news and a lot of negativity. These issues make it harder to build trust with people, which is a problem for business.
Now, marketing authenticity and brand activism in social good campaigns are key considerations for brands.
It’s time to get real.
What is a Social Good Campaign?
Studies on global consumers show that just 62% of people actually trust businesses.
Instead of trying to persuade people for a quick buck, brands must seek to win the trust of their customers by proving they are out for social good.
Whether they are responding to political decisions, supporting a cause, or promoting a much bigger idea than their company’s financial interests, brands can show they are for social good.
While using a cause to promote your own message runs the risk of a negative backlash, if it’s done right, your company can showcase marketing authenticity and align your business with a cause.
The Impact of Marketing Authenticity on your Brand Growth
There are a number of key benefits to using marketing authenticity and brand activism in your growth strategy.
It Nurtures Trust
With successful campaigns that demonstrate what your company cares about more than profits, you will find it easier to build trust with consumers. This adds to your brand credibility and makes it easier to build a larger audience over time.
In 2017, The New York Times responded to the influx of fake news by launching a campaign called, “The Truth is Hard to Find”, which promoted quality journalism and facts.
Not only did they demonstrate integrity in their reporting, but they boosted awareness, which led to a rise in subscription numbers.
It Boosts Brand Awareness
Social good campaigns can deliver quite an impact, which spreads quickly as more people start talking about it. If it connects with people on an emotional level, then the impact can be huge.
A 2018 study found that 77% of people feel they have a stronger emotional connection with purpose-driven companies, as opposed to traditional companies. That makes many people more loyal to that company and more likely to defend it.
It Makes Your Brand More Relevant
Following trending topics is an integral part of modern marketing, especially on social media. By aligning your business with a trending social movement, your brand activism can make you seem more relevant in the eyes of a wider audience.
Marketing Authenticity must be Customer-Centric
Marketing authenticity is a key link between what your brand does and what your customers want. Through brand activism in social good campaigns, your business can transcend the quest for profits, and show you care more about your customers and about the things they care about.
The danger is that if it’s done wrong, people may view your efforts as a gimmick or shameless plug. With some smart strategy, your brand can prove their integrity to forge strong connections with your existing audience and grow a larger one.
In the long run, that will benefit both the people and your business fortunes.
E29 Marketing named Top Branding Agency in Best Branding Companies.