– Aparna Chatterjee
With the launch of online platforms connecting people, we all knew a new phenomenon would take us by storm. From Orkut to Instagram, we have come a long way in how we perceive information and showcase our lives. Initially, there was a considerable stigma around it. Society tries to govern what one can and cannot post. However, every social media platform allows us to exercise our freedom of expression while imposing a few security guidelines. As more people started using these platforms, it was time for the brands to follow suit.
Facebook and Twitter have become the primary channels for reaching the masses. Instagram, a photo-sharing app, has become integral to marketing campaigns. Memes ironically became an easier way to distribute information and manipulate consumer behavior. There was a time when brands focused on creating advertisements that would emotionally resonate with the masses. These advertisements evoked a sense of belonging and prompted customers to purchase their products. Later, through collaborations with movie and TV stars, the influence would become more substantial. The budget required was immense. Hence, it became even more challenging for smaller brands to occupy space and expand their consumer footprint. However, today, that is no longer necessary to successfully market a product.
Brands can hire a social media manager. If it’s a ship with only a captain, they can attract customers by creating engaging content. The rise of digital marketing made it easier to direct and manage online traffic. Intelligent advertisements from brands like Zomato, Swiggy, Durex, etc., always amuse us. The effort to capture attention is subtle and effective. It subconsciously implants scenarios to create mental imagery when consumers think of the brand. Big multinational brands strive to be as relatable as possible, making products for people of all colors, shapes, and sizes. We offer matching foundations for dusky and dark skin tones. We also provide clothing in sizes ranging from small to large. We have made significant progress in inclusivity. Not just this, brands now thrive in the LGBTQIA+ community. In the past, this entire section of consumers was shunned. In 2021, the story was slightly different: both large and small brands celebrated Pride Month.
The influencer era began shortly after. Influencers, by definition, are social media personalities with a considerable following. Brands approach them to promote their products and try even harder to be relatable through these influencers. These collaborations are comparatively cheaper. The production costs for the advertisement are significantly lower.
Disrupting the stock market and rapidly changing traders’ behavior were impossible. A single tweet can make you purchase stocks in bulk and sell them in the blink of an eye. We have seen this primarily with Mr. Musk, who has caused cryptocurrency valuations to fluctuate wildly, much like we inhale and exhale. He has managed to increase Dogecoin’s value despite the market being dominated by cryptocurrencies such as Bitcoin and Ethereum. With the vast ocean of information available, one can feel overwhelmed. It is now difficult to understand whether we control what we watch and read. While brands capitalize on our attention span, it is even harder to determine our needs when purchasing a product. Does our purchase stem from genuine necessity? Successful marketing campaigns might influence us.
But who doesn’t like a good meme? And political parties, bands, entertainers, colleges, and universities are all in for it. We all can use some good laughs. However, memes have become a medium for marketers to convey that they are just like you. They understand the problem the way you do. They promise you the exact results you want. Gone are the days when a salesman had to pitch in to do the same thing. The additional advantage is that this can be done simultaneously for millions of consumers.
Social media platforms have successfully personified brands. Hence, creating and maintaining consumer relationships has become easier. Ultimately, it comes down to the quality of services and products. Transparency has made it easier for consumers to question brands and vocalize their grievances to them and the broader public. That forced the brands to be extra cautious regarding addressing the distress and strengthening their customer support systems. Using the power of data, we consumers can dictate the market. Let’s enjoy the memes and converse with the faceless brands, as if they were the ghosts of our past.
The Witty Stride 