Out With Uniformity

Out With Uniformity. Organic and earned efforts making a comeback. The shake-up of the platform landscape also triggered a prioritization of engagement-first objectives.

Community building is making a big comeback and more often, we’re returning to loyalty initiatives, speaking more directly to audiences. In the new year, we’ll be seeing a cyclical rehashing of earned tactics and strategies that help deliver organic traction. Let’s be clear.

Brands should not throw away the rulebook entirely. If a specific format, or content route works, keep leveraging it. The real conclusion is that today’s rulebook doesn’t apply to uniformity any longer.

With the enormous proliferation of choice and availability, we’re looking at an era of brand codes and governance that pull in the characteristics of the platform. This is also why the time of cross-posting is over, despite what some surveys say. While it’s often a cost-saver in the short run, over time the impact is limited.

More efforts are needed to tailor content to each platform’s unique capabilities and features..