The way brands connect with consumers is changing dramatically. Reaching your target customer has become increasingly difficult as their attention is divided across traditional mediums, the web, Facebook, Twitter, Pinterest and other social platforms. The volume of content that comes through these social streams makes it difficult to cut through, but brands have the opportunity to join the conversation and capture their attention through collaborative social content.
Content, now more than ever, is the currency exchange in our social world and it's being used by brands and consumers alike to tell the story of who they are. But when brands create this content strategically, it can also be used to move consumers through the decision journey - to build awareness, to get on the consideration list, drive purchase, or build loyalty between a brand and a customer.
We believe that when brands work with social content creators, they can leverage that creativity, trust, personal connection, and together, produce compelling content that cuts through the clutter and grabs our attention in the social stream.