Let Me Dissect A #Selfie: How To Snap Your Brand Into Record EngagementApril 30, 2014
It might be NSFW, but DANG if that Chainsmokers song, Let Me Take A Selfie, isn’t catchy (we’re not going to link it for obvious reasons; feel free to google it).
Parody or not, the song does a #perfect job of summing up our social media ‘selfie culture’. In fact, stats show that almost one-third of ALL pictures taken by people between the age of 18 and 24 are selfies.
But as a marketer, we want you to hold off on rolling your eyes. Because, let’s face it—social media marketing is about harnessing trends for exposure, stimulating social media engagement, and strengthening brand loyalty. And the selfie trend is rife with those opportunities.
So how can you use selfies to promote your brand? Unless you’re Ellen Degeneres at the Oscars, snapping a photo of you and office mates won’t generate the broad exposure you’re looking for. Rather, you need to flip the script: encourage your audience to interact with your brand via their selfies.
Already, hundreds of brands have used this tactic successfully, running ‘selfie contests’ that encourage pictures of interaction with the brand. Most notably, Axe Deodorant’s #KissForPeace offers the prize of a trip to Berlin for the best selfie submission—and they’ve already received 35,000 worldwide.
The 3 Basics
Starting a selfie campaign is actually pretty easy, too. There are just three basics to remember:
1. Brand First, Creativity….Also First—Saying “please take a selfie” won’t encourage action. Instead tie the selfie-campaign to your brand with a unique #hashtag, and then encourage audiences to snap photos of themselves using your product in the most creative, entertaining way.
2. Don’t Limit Yourself To Pictures—Videos work too! Just ask Frito-Lay who’s seen success in their annual Crash The SuperBowl contest. Or Hot Pockets, with their memorable #TeamCrust vs. #TeamMeat video campaigns.
3. Make It Public—What would be the point of a selfie no one can see? There has to be some kind of reward for fans to contribute, even if that reward is simply that they get to be internet stars on your website. [BLATANT SELF PROMOTION: Social Hubs work great for this. Just sayin’.]
The point is, selfies are—well—selfish (in a good way). They’re about people expressing themselves—which mirrors the fact that user-generated stories and images resonate more strongly with consumers today. Because our ‘selfie culture’ has caused social media strategies to revolve around fans, not brands, we are forced to say what you all are too scared to. The selfie ‘epidemic’ is actually a hashtaggin’ selfie treasure trove.