December 1st, 2017

Why Brands Need to Start Thinking Like Publishers

People will often place advertisers in one category and publishers in another. However, in the social age especially, this doesn’t have to be the case and definitely shouldn’t be the case. For a brand to think and act like a publisher, it allows you to communicate, connect and create meaningful conversations with your marketplace like never before.

At Jungle Creations we began our journey as a publisher, building an invaluable connection with our audience as well as an in-depth understanding of them. We then utilised this knowledge to grow respected, loved and trusted brands. There is absolutely nothing to stop brands taking this same journey in reverse and I actively encourage them to do so. Red Bull are a terrific example of this working, they focused on selling a lifestyle, not a product and now hold the highest market share of any energy drink in the world.

For me, the advantages of businesses utilising social media to raise their publishing profile are very obvious. Nielsen Global Trust in Advertising Report shows that owned online channels are the second most trusted advertising formats, following only the recommendations of friends and family. By nailing your businesses online channel, you’re able to build a direct line of communication with your audience like never before. You can deliver content and create conversations creatively, regularly, and cheaply.

What not to do? Create bland sales-heavy posts that you need to spend an arm and a leg to force into people’s timelines for them to then not even engage with. Don’t become an annoyance. You’ve heard it multiple times but that’s because it’s absolutely true; content really is king. Statistically speaking, a recent report by ‘Newswhip’, a social media monitoring and reporting tool, states that 70 percent of people would rather learn about a brand through content rather than ads, and 68 percent of consumers feel more positive about a company after engaging with the brand’s content.

If you see a traditional display advert while browsing social media sites, you’re unlikely to engage with it or even think about it again. When someone chooses to stop scrolling on their timeline to watch a creative video ad, or something similar, it means they’re actively choosing to engage with what is essentially an advert but this time you’re not invading their space. An example of this is a recent campaign we created with Yoti, that communicates the app’s ability to protect users from identity theft and having their data collected and exploited. It’s funny, engaging, sits easily within our audience’s timeline whilst at the same time communicates Yoti’s core message. Incidentally it was the most watched branded campaign on Facebook the week it was published on our channel VT and chosen as Campaign’s ‘Pick of the Week’.

Ultimately, transitioning into a publisher allows you to transform what was once known as a ‘target market’ – into a ‘fanbase’ – a real, meaningful following. Where previously campaigns could focus on ‘how do we find the people who are relevant to what we want to deliver’ they can now be shaped as ‘How do we as a brand best deliver what we already know people want.’ Understand this and your whole outlook will change.

Melissa Chapman, Chief Content Officer, Jungle Creations