Social Media Marketing

Social Media Marketing Requires Grasp of Consumer Tastes: TBWAChiatDay NYs Nancy Reyes Beet.TV [Video]

Watch/Read More

CANNES – Brands that seek to engage consumers on newer social media apps such as Snapchat, TikTok and BeReal must learn how people use the platforms to share content, stay in touch with each other and entertain themselves. Without these insights, marketers run the risk of turning off consumers, facing mockery and damaging their brands.

“There is a desire to have a curious and authentic conversation with the platforms, with creative agencies, with media agencies, with partners to be able to figure it out,” Nancy Reyes, chief executive of advertising agency TBWAChiatDay NY, said in this conversation with Joanna O’Connell, vice president and principal analyst at Forrester Research, at the Beet Villa during the Cannes Lions International Festival of Creativity.

Fear of missing out – or “FOMO” in the parlance of younger consumers – isn’t the best reason to establish a presence on an unfamiliar social media app that’s generating buzz. As …