Boomers, Gen X, Millennials, Gen Z; Everyone is on it
Navigating the Social Media Landscape
Community building is a powerful strategy for retail brands to increase engagement, loyalty, and advocacy among customers.
Recent studies reveal that a staggering 64% of Gen Z and Millennials in India have completed purchases through social media platforms over the past year. The prevalence of these digital transactions underscores the critical role social media plays in the consumer journey.
From product discovery to post-purchase reviews, every stage of the purchasing journey is happening on social media. Millennials and Gen Z rely heavily on online reviews, influencers, and peer recommendations, emphasizing the importance of a robust social media presence for brands.
Passive Mode Engagement: Contrary to expectations, passive engagement on social media has proven to be highly effective for brand building and customer engagement. Consumers are more receptive to new ideas when in a passive mode, such as scrolling through social media or watching TV.
THINGS Focus Areas: Building Social Media Communities
1. Create a Branded Community Space: Example: Sephora Beauty Insider Community
2. Offer Exclusive Content and Benefits: Example: Nike Run Club (NRC)
3. Facilitate User-Generated Content (UGC) Hashtags: Example: Lululemon’s #TheSweatLife. Lululemon encourages its community to share their fitness journeys and experiences using the hashtag #TheSweatLife.
4. Host Events and Meetups: Example: Apple Today at Apple Workshops
6. Encourage Customer Advocacy: Example: Glossier’s Rep Program
