20 July 2020
The end is near for « snack content »
We hear it everywhere (a little too much, in fact): the younger generations are looking for meaning. To adapt, brands try in vain to adapt their content to fit this need for authenticity. The problem is that too much “benevolent”, so-called “transparent” or “authentic” content kills the real content and nobody is fooled anymore.
Are we at the end of a cycle? By dint of pestering the consumer with stereotyped messages, barely believable storytelling or even using influencers’ messages, brands are no longer listening to their consumers’ real desires. Worse, they are going in the opposite direction. According to Sprout Social’s study, 72% of consumers would like, as a priority, “commercial” content while 61% of the content proposed is “educational”. Moreover, “product” content generates more interactions than “branding” content. Where does this paradox come from? Why are marketing teams turning a deaf ear to consumer demands?
An overdose of content
Perhaps because the desire to gather a community or the proliferation of influencers of all kinds has put aside the primary objective of a brand: to make a product known. However, some are waking up. Lush withdrew from social networks when Dolce and Gabbana, however very attached to influencers, banned their access to the fashion show of Milan Fashion Week this winter. A strong gesture.
It must be said that the young generations can no longer stand the permanent embellishment of reality. They ask for actions rather than beautiful words. Between influencers considered annoying (according to 47% of the respondents of the Morar Research study), untimely audiovisual content and the multiplication of content, consumer interest in brands is getting weaker. Proof if any were needed, the most fashionable brands are more than 20 years old (Nike, Fila, Levis…) for the simple reason that they have been able to create rather than simply position themselves as “authentic” or “caring” brands. And what brand will we remember in 20 years? It’s time to slow down the production of content, to get to the point and focus on effective, creative and informative content. To move from snack content to slow content.