Content and content moderation are becoming increasingly important for brands that want to engage with their customers. Online content is how many customers now learn about brands and products so quality management is extremely important. It’s essential to ensure that illegal or offensive content is not distributed on any platforms associated with the brand and social listening programs ensure that content requiring an answer or some other reaction are followed up.
New research from Hootsuite indicates why content moderation and just generally taking control of content is so important – people just don’t trust many companies today. In fact, if you ask people about the well-known social media platforms then over 60% of people say that they no longer trust the information on those sites.
What is really interesting is that there has recently been an influencer
backlash. Influencers are those social media users who have a large following
and therefore anything they post reaches a big audience – hence they are
influential. Many brands had started working with influencers to post
information about their products, but because there are no fixed rules about
this type of advertising and endorsement many influencers have failed to
mention their post from a five-star hotel was a paid post intended to promote
Many people feel cheated by the growth of influencer marketing and
surprisingly this has focused greater trust on the people that are really known
– close friends and family. Facebook even adjusted their News Feed algorithm in
2018 to focus much more attention on what your close friends and families are
saying, rather than brands.
Influencer marketing exploded in popularity in the past couple of years
and it now looks as if it may die out just as quickly. Of course some
influential people will always take payment to have their photo taken using a
product – Gillette adverts have been like this since forever – but now it will
need to be transparent, just like in traditional ads.
The reason this matters is that it means more genuine engagement will be
important in the next couple of years. This means that you need to be focusing
more attention on what customers are saying about your products, where they are
saying it, and then actively going out and engaging with them on those same
Brands such as Adidas and the New York Times have already found that
greater engagement with customers leads to increased loyalty and even more
interactions – and sales. More ephemeral social content is becoming
increasingly common and needs to be baked into your content strategy. The
British newspaper, The Guardian, has found that quite rough and raw ‘behind the
scenes’ content shared as Stories generates much better user engagement than
more permanent content.
Moderating content for brands today is far more complex and interesting
than ever before. It spans the need to protect customers from offensive content
through to the engagement in meaningful interactions.