Whiplash Team, September 13, 2024
The magic formula for brands: Interest + Awareness = Engagement
Today, more than ever, brands face the challenge of capturing their audience’s attention and turning that interest into awareness and engagement. Achieving this connection involves a series of strategies that include both creating relevant content and engaging emotionally with consumers.
Interest is the first step toward a brand’s success, and many brands opt for engaging and useful content strategies for their audiences. According to experts, brands that successfully spark interest do so through content that connects with their audience on a deeper level.
This doesn’t just involve traditional advertising campaigns. It also includes creating content that adds value to users through blogs, videos, or social media posts. A solid strategy in this regard involves identifying what topics are relevant to the audience and addressing them with creativity and authenticity.
Moreover, in today’s digital context, consumers seek brands that are consistent and offer something unique. For example, when a brand shares content that educates or entertains, it not only attracts consumers but also gives them a reason to return, thus increasing long-term loyalty.
The importance of emotion in content
Emotion is another key driver for capturing interest and generating engagement. Brands that manage to evoke feelings such as empathy or joy tend to connect more easily with their audiences. This is reflected in creating stories that impact emotionally and make consumers feel that the brand understands their desires and needs.
An example of this is the use of humor in advertising campaigns or on social media. Humor is not only effective in grabbing attention but also creates a lasting emotional bond that facilitates user engagement with the brand.
On the other hand, many brands are also turning to user-generated content (UGC) to enhance their authenticity and closeness. This type of content, including reviews, photos, or videos created by consumers themselves, builds trust by involving the audience directly in the brand’s narrative.
From interest to awareness: the value of consistency
Once consumer interest has been captured, the next challenge for brands is to keep that connection alive and turn it into awareness. Awareness involves being recognized by a large number of people and being remembered for the right reasons. In this sense, consistency is key.
For a brand to be notable, it must be coherent in the way it communicates its values, message, and visual image. This is achieved through sustainable marketing campaigns and a consistent presence across multiple platforms. According to MDirector, brands that achieve effective awareness are those that maintain a long-term strategic focus and are consistent with the values they communicate.
Engagement: the key to a lasting relationship
Engagement, or the deep and ongoing interaction of consumers with the brand, is the ultimate result of generating interest and awareness. Once a brand has captured attention and built a good reputation, it is crucial to maintain an active relationship with its audience.
Social media plays a fundamental role in building engagement. By interacting regularly and personally with their followers, brands appear more “human” and are perceived as more accessible and relatable. This can include answering questions, participating in discussions, or sharing content created by followers. Studies show that continuous and sincere interaction is key for consumers to develop loyalty to a brand.
Examples of brands that have achieved this
A good example is Coca-Cola’s “Share a Coke” campaign, which personalized cans and bottles with names, generating significant interest among consumers who actively sought out a bottle with their own name or that of their friends and family. This initiative was successful because it was based on personalization, something that connects directly with consumers, making them feel unique and special. Additionally, users shared photos of their personalized bottles on social media, generating UGC that amplified the brand’s engagement and awareness globally.
Nike is another classic example of how a brand can generate interest and awareness by connecting emotionally with its consumers. The slogan “Just Do It” is more than a call to action; it’s a message that motivates and empowers people worldwide to overcome their limitations. Through campaigns featuring high-profile athletes like Serena Williams and Michael Jordan, Nike has not only maintained its relevance but also generated strong engagement with its audience. Moreover, by associating its brand with social causes, such as the campaign with Colin Kaepernick, Nike has managed to stay in the public conversation.
Starbucks is another brand that has generated a high level of engagement by actively interacting with its consumers on social media. Through its “Red Cup Contest” initiative, it encourages customers to share creative photos of their drinks in red cups, generating UGC and fostering direct interaction between consumers and the brand. Additionally, Starbucks actively responds to its followers, reinforcing the sense of community and closeness.
Lastly, GoPro has created an active community around its brand by encouraging its consumers to share their adventure videos and photos captured with their cameras. The brand then uses these videos in its advertising campaigns, which not only creates authentic and engaging content but also strengthens the bond between the brand and its users.
How to maintain interest and engagement long-term
For a brand to maintain interest and engagement long-term, it must continue to innovate and adapt to changes in consumer behavior. This includes staying relevant in the market, offering products or services that meet the evolving needs of its audience, and ensuring that interactions are authentic and human.
Constant feedback through social media and other channels is invaluable. Listening to consumer opinions and adapting strategies based on their expectations is key to fostering a solid and lasting relationship.
