Jack Simpson‘s eConsultancy article examines the successfulness of Chevrolet’s positive and visual advertising strategy over social media. Simpson is a writer at eConsultancy, a firm that provides market research, guides and training on digital marketing.
Why is Chevrolet’s content marketing so compelling?
By Jack Simpson | eConsultancy | 8/11/15
The idea behind ‘Chevy Life’ is that a car is more than just a vehicle to get you from A to B. It’s the thing that enables you to experience life more fully, and the article titles reflect that concept.
I suppose the lesson here is that you don’t have to be a charity or a healthcare company to create positive stories that make people feel good. If a car manufacturer can do it then any brand can.
Images Work For Social Content, Combine With Positive Messaging for More Impact
Your nonprofit is doing good in this world – which means you organically have positive stories to tell.
For social media, the ideas that a picture is worth a thousand words, and video is worth millions couldn’t be more true. In fact, 87% of interactions (Likes, shares, comments) on the top brand Facebook pages came from posts with images.
Images work! Photos are the #1 most important pieces of content to optimize your nonprofit’s story over social media posts.
Chevrolet’s marketing strategy includes images and videos that play to the strengths of each channel it uses to connect with customers. Here’s a quick summary of what content works best on each platform:
Even though nonprofits sometimes tackle some pretty tough subjects that can only be conveyed through emotionally impactful and sometimes devastating facts and images, focus on sharing inspirational stories of success and hope that will allow you to better engage your supporters long-term via social channels. And if the time, place and circumstances are appropriate, humor is a surefire winner!
Focus on the bright side and save the ‘heavier’ stuff for your live donation asks to increase their emotional impact.