Living in a social-first world, it can feel like if something isn't on social media, did it even happen? With this in mind, we chatted with Jared Kozel, Executive Creative Director for Wunderman Thompson Atlanta, on all things social media and how breaking conventions can lead to more meaningful connections with audiences.
The rise of social media platforms has made them key to brand recognition. In what ways does your agency utilize social media to inform/engage your audience and how do you see that evolving?
Everything we do is social-first since that’s the world we all live in right now. If an idea isn’t talked about on social, does it even exist? We use social media as a lifeline of all forms of brand relevancy. It’s the key thread to first connect unique insights and storytelling to the right audiences at the times it matters most – then engage and continue the conversation. We do this through original content, e-commerce, influencers, mixed reality, as well as partnering with social platforms to hack their tools and features. With the metaverse, AR glasses, wearable NFTs, better devices and connection speeds…we see the notion of social media quickly blending into just media. It’s really everything and the potential in how people and brands connect is inspiring.
How has the pandemic affected the way consumers use social media and which platform is the most relevant to your agency?
The pandemic truly changed the idea of shared experiences. There used to be so much doubt in technology’s ability to match “real life” interactions and that way of thinking feels so dated now in so many ways. Social media is now a trusted tool, not just entertainment or a vice. Because of that, we’ve seen even more utility added to traditional social media platforms which has maintained and increased their relevancy. We’re seeing expanded use of the classics and then of course booming usage of Twitch, TikTok and anything involving ecommerce.
To what degree does the innovative use of media by agencies and companies shape the way new media evolves? (eg: interactive campaigns)
Brands that break conventions get noticed. As platforms and media are broken, hacked, and evolved by brands and agencies to break through, the media landscape catches up and sees the business case. Because of this, partnerships with platforms are crucial. There always seems to be an unwritten rule that for the right brand and opportunity, limitations rarely exist.
How do you utilize data analytics to create more engaging campaigns?
We believe engagement is inspired by relevancy, and data is a crucial tool for getting closer to the truth of what matters to audiences. We use data analytics to help us learn more about real (not just perceived) audience interests, motivations, habits, and even expectations.
What contemporary forms of new media are you planning on using to reach audiences?
We’re always pushing ourselves to explore new methods to reach brand audiences in meaningful ways – from the metaverse and mixed reality, to looking at traditional media in non-traditional ways, streaming and content spaces, voice/home devices, to even media that may not really even seem like media (like Peloton).