In the realm of content commerce, with the rise of social media, 47% of businesses claim to have obtained more success on working with micro-influencers. This because of their ability to drive more engagement as compared to macro-influencers. Romain Fourel, Founder of The Secret Society, and Asiya Ali, Founder and Managing Director of MKV Digital discuss more.
Who better than a journalist to argue the necessity of content in driving commerce? The written word holds power. The power to convey, to compel, to convert. The rise of digital brought with it some very valuable gifts and new forms of content. We have in abundance of options to choose from. It can seem daunting, given the constant pressure to stand out, glooming attention span and what not. What’s more important is the ability to use content to persuade consumers to make a purchase. Whether it’s a meticulously crafted product description or an engaging platform that brings brands and their consumers together, the art of persuasion can be mastered by building content and commerce hand-in-hand.
In image above: Asiya Ali, Founder and Managing Director of MKV Digital
When speaking to Romain Fourel, Founder of The Secret Society – an app that connects influencers and luxury hospitality brands across the region, I realized how content is not limited to mere information dissemination, but rather, it serves as the cornerstone of brand storytelling and relationship-building. Asiya Ali, Founder and Managing Director of MKV Digital – Middle East-based independent integrated communications agency further supports with insights on creating powerful content that brands can leverage to build powerful connections with their audience.
In image above: Romain Fourel, Founder of The Secret Society App
Create with intent.
Amidst all the approaches, building a “content strategy with intent” can be the easiest and probably the least expensive one. “Brands need to make sure they are sending the right messages to their audience, whether it be through social media or any other platforms. They can start by defining their goals and build on that,” explains Fourel. Moreover, Ali urges brands to go beyond merely striking connections and focus on engaging. “We always advise our clients to not just put out content to get people talking about it. By sparking conversations around their products and topics, brands can actually build these communities and keep users glued to their brand experience for longer,” she says. In the realm of content commerce, with the rise of social media, 47% of businesses claim to have obtained more success in working with micro-influencers. This is because of their ability to drive more engagement as compared to macro-influencers.
Up close and personal.
75% of marketers believe a personalized experience increases sales and the likelihood of a contact becoming a repeat customer. “Whether it’s suggesting products the consumers will love based on their past purchases or giving just a heads-up about events happening right in the neighborhood, it’s all about making the consumer feel seen and understood,” says Ali. She warns brands and marketers not to assume this process to be “a one-off thing.” Both Fourel and Ali encourage brands to take full advantage of the data at their helm. “I’ve noticed how many brands aren’t utilizing data to its full capacity. A lot of insights collected today aren’t based on authentic experiences because most content out there is sugarcoated and not in its most original form. This can hamper the original process of collecting consumer insights.” argues Fourel.
For this very reason, Ali suggests brands to utilize advanced analytics tools to gather and analyze data from both online and offline interactions. “Monitoring customer journeys seamlessly across online and offline platforms can help brands gain a comprehensive view and identify key touchpoints where consumers interact with their brand.”
Rise above the noise.
With brands vying for their audience’s attention, the competition to not just attract but retain their consumer is ever-growing. “Data is your compass, but creativity is your north star,” says Ali. “Use data to understand your audience but don’t let it stifle creativity. Weave data insights into compelling narratives – infographics, interactive quizzes, or captivating videos – that captivate attention and leave a lasting impression,” she adds. With most brands focusing on increasing the frequency of rolling out content, quality is often compromised. Established 7 years ago, Secret Society as a platform aims to disrupt the way brands drive commerce by connecting content creators directly with brands.
Ali says, “Content is a marathon, not a sprint. While consistency is crucial, delivering high-quality, differentiated content is even more important. It’s about building a loyal following and carving out a unique space in the competitive landscape.” “In today’s saturated digital landscape, the quality of content is paramount. Many individuals churn out content without strategic intent or understanding of their unique selling points. Originality is overshadowed by mimicry, neglecting the discerning awareness of modern consumers,” adds Fourel. “To stand out, brands must prioritize storytelling and strive for differentiation rather than resorting to imitation. Achieving a balance between quality and quantity is crucial, demanding thoughtful consideration and a commitment to delivering compelling, purpose-driven content,” he concludes.
The article was first published in Communicate's Issue 180 2024.
