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Companies Can Learn 4 Lessons From Media Campaigns

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Campaign means the art of creating buzz or awareness. Campaigns main theme is engaging with customer at every stage of marketing, this is very important for an organization or business entity. There are many competitors waiting to defeat and snatch away the success and moment, to change the attention or focus. People will not love to continue with a particular entity, if they are not given proper attention and if their needs are not fulfilled. So the customer requirements must be fulfilled at any cost. To get proper views and comments for their brands and their products.

Content creators on social media it’s like brands are the red-headed property. Actually they don’t get as much attention as YouTube stars or Instagram celebrities, they aren’t followed as closely as news and media organizations and they get low reach without paying.

I think you got an overview here by the above sentence, but it doesn’t have to be that way to be frank.

Fact is that the best-performing brands on social media will reach a huge audience and they don’t spend much in promoting their posts or tweets. Why? Because these brands will emulate publishers when it comes to their content strategy or content thoughts.

Now let’s see how and what brands can learn from digital media companies about creating content.

Stop faking “storytelling”!


The term “storytelling” has been used and abused by the marketing industry. Actual stories are ones people follow and discuss through an extended plot and timeline. When you follow “The Amazing Spider-Man” comic series from issue to issue, Marvel is telling a story. When you follow Times of India journalist covering the financial situation in London, then Times is telling a story.

When it comes to real storytelling, brands are way too short-sighted. They are creating things that neither build over time nor attract a following. One chapter doesn’t make a book, and one campaign doesn’t make a storytelling strategy. Like reporters covering a specific beat, brands should find a topic and explore it at length.

Brand Red Bull are nailing social storytelling. Much of the drink company’s content revolves around extreme sports and superhuman feats, and they often follow the same athletes and stunt series. Even though a free-fall from the earth’s stratosphere has little to do with energy drinks, Red Bull has committed to this theme and its fans appreciate that. Proof is the numbers of Red Bull social media activity they get the large majority of its Facebook reach and engagement organically, they are not spending single penny for reaching large audience.

In terms of Social Media Analysis, Red Bull brand having 43 Million Likes on Facebook, 1.99 Million Followers on Twitter, 3 Million on Instagram and 4.7 million followers on Google+.

Red Bull

Facebook or Instagram, Twitter or Google+, Red Bull’s Social Media existence is everywhere.

Write The Next Chapter!

Many brands find it hard to mimic companies like Red Bull that now have so much content at their disposal, and that’s okay; not every brand can produce content in the same way. What brands can mimic is that Red Bull stuck to one story and wrote many chapters of it. The way Red Bull went and now progressing is not that hard. All other brands need determination and execution of storytelling.

Inside these chapters, influencers can supplement or create a brand’s story. There is nothing to hide of their products; they can create wide variety of stories from their products itself. Let me explain an example, GoPro has done same way with user-generated content, but any company can find a way to involve influencers and customers. I’ve seen a B2B concrete company build a strong customer community on social that ended up sharing the intricate concrete structures that they created. This hybrid method makes users and influencers a part of your story, but it doesn’t substitute for a brand lacking ideas itself.

Legitimacy Matters More Than Quick Wins.


Brands plan is to learn a huge lesson from media companies, especially news organizations about legitimacy. People value news organizations that expose truths and stick to a journalistic code of ethics. Same way in publications which are perceived to be scheming or withholding truth, they’re heavily criticized. By thinking of the backlash when a breach of the editorial wall occurs and a publication kills a story that’s critical of one of its advertisers. One must master these kinds of situation; it can be difficult for a media company to regain its audience’s trust.

Most of the brands haven’t mastered the idea of “legitimacy,” which is unfortunate to say. People value authenticity. They can tell when a brand is inserting itself into an issue or a cause they have no right to be involved in. Once same-sex marriage was legalized in the US, countless brands came out to claim they supported the LGBT community. Many Americans outraged over the death of Cecil the lion, which caused world wide debate and many brands then came out to publicly condemn Cecil’s killing.

Find a Cause and Stick to it!

It’s well worth for companies that seek to reach bigger audiences and receive significant engagement from consumers. But where were these brands earlier? Did they support these causes before they became publicly acceptable to support, or only after? For brands, there’s a line between supporting a cause and abusing publicity and people can tell when that line is being crossed. At the end of the day, brands and their messages need to reflect reality.

Overview of both Media and Brand.

It’s fact that brands and media are selling different things. Take media their product is content. They make money off of news articles, shows, movies and books, in other words stories are which people are ultimately on social media to see.

Now brands their product is a physical item or a service. It takes more effort for them to create a story that feels compelling and genuine. But it’s well worth it for companies that seek to reach bigger audiences and receive significant engagement from consumers.


People experience’s a real story through media, it may be something big, something believable, something exciting, they become attached to it and care to learn more. This is what media companies strong suit. They mastered to express their feelings and desires. By that media companies are in top in reaching mass audience. But Brands needs to monitor them carefully, they should be inspired by them and act like them. And social media has given them a bigger platform than ever to do anything.

Image Credits: socialbakers and Red Bull

Content Manager, Blogger, Social Media Maverick, Foodie, Gamer, Technology Enthusiast, Reader, Writer, Reviewer and Marketer.

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