Day 4: 5 Key Lessons from Barbie's Social Media
Barbie's social media strategy is nothing short of a dazzling spectacle - vibrant, unforgettable, and highly influential. It's not just about creating buzz (though the KPI numbers are fascinating in comparison to other movies this summer), but also about connecting, engaging, and conversing with audiences. Let's decode Barbie's strategies and examine how your business can apply these tactics to amplify your own social media prowess:
-1- Form Strategic Partnerships
As we've discussed before in relation to Barbie's marketing, Barbie didn't operate in isolation, she collaborated with social media heavyweights like Bumble and Airbnb, thereby broadening her reach and relevance. This teaches us the power of strategic partnerships in extending brand visibility and appeal specifically for purposes of increasing social media performance.
TAKE ACTION: Identify potential partners that align with your brand and can help you reach a wider or new audience segment. A successful collaboration should provide mutual benefits for all parties involved. For social media purposes think: who has a different follower base than me? What brand would offer me a different audience to draw from, but still make sense? Think "cross-pollination" with followers too.
-2- Leverage Nostalgia
Barbie used the universal appeal of nostalgia to tug at heartstrings, reminding audiences of their own cherished memories with the brand. This tactic can be extremely powerful, re-establishing connections with past users and enticing new ones who seek those emotional ties.
TAKE ACTION: Revisit your brand history. Are there elements that you can reintroduce to spark fond memories amongst your audience? A walk down memory lane can go a long way and provide engaging content. If you're a newer brand, how can you create new traditions that could become nostalgic in the future?
-3- Humanize Your Brand
Barbie's virtual persona on social media platforms offers a personal touch that transcends the digital divide, fostering a deeper bond with the audience. This shows us that a brand is not just a logo or a product, it’s an entity with a personality.
TAKE ACTION: Reflect on your brand's personality. Is it evident in your social media presence? If not, consider how you can inject more of your brand's character into your posts and interactions.
-4- Unleash Creativity
Barbie's imaginative campaigns, such as the Airbnb Malibu Dream House, keep audiences entertained and engaged. They underline the importance of innovation and the element of surprise in captivating audiences.
TAKE ACTION: Don't be afraid to think outside the box. Host a brainstorming session with your team or a focus group with your audience to come up with fresh, engaging content ideas. Suggestion: Hire a consultant (hi, it's me, Michelle). We're excellent at tapping into this process and bringing the best ideas out of your team.
-5- Prioritize Audience Engagement
Barbie knows that social media is a two-way street. By responding to comments and sharing behind-the-scenes content, Barbie has mastered the art of social media engagement, encouraging ongoing dialogue and fostering community.
TAKE ACTION: Make it a priority to interact with your audience. Respond to comments, ask for opinions, and share exclusive content to foster a sense of community and make your audience feel valued. Make sure your dedicated social media team member is ON IT.
-Wrap It Up-
I'd love to hear your takeaways from this Barbie marketing deep-dive. What stood out? What insights can you apply to your own business? Your comments can help shape future discussions, so don't hesitate to share your thoughts. After all, our collective learning is what makes these conversations so valuable.
"Unwrapping Barbie" Article Series by Michelle Hayes Uhlfelder:
Day 1: 10 Plastic Reasons to Love Barbie's Marketers
Day 2: 3 Marketing Tips for Consumer Brands from Barbie
Day 3: 3 PR Lessons to Learn from Barbie's Playbook
Day 4: 5 Key Lessons from Barbie's Social Media
Day 5: How Barbie Takes on AI & How Your Company Can Too
About Michelle Hayes Uhlfelder
Now, let's wrap things up with a brief introduction to your guide in this series, Michelle Hayes-Uhlfelder. She's a seasoned marketing and communications guru with an edge for innovation and two decades of experience shaping narratives for corporate behemoths to non-profits. Currently immersed in a Marketing in AI certification program at Cornell University, Michelle is committed to the transformative potential of AI and dedicated to aiding businesses navigate this changing landscape. Connect with her on LinkedIn to disrupt and thrive in this ever-evolving marketing terrain.