While television spots take the main stage, social media is increasingly becoming the medium of choice for reaching this captive audience – and even B2B brands are getting in on the game (stealing plays from their consumer-focused counterparts). These days, it’s not just hashtags and live tweeting either.
This year we can expect to see brands taking cues from the masses, including everything from Instagram videos to creative repurposing of the ever popular elimination bracket, like BostInno is doing with their Tech Madness competition (we’re rooting for Rethink Robotics).
The #1 thing to pay attention to this year: value of user generated content. There’s endless pressure to churn out enough content to keep followers satisfied, but the good news is, you don’t have to do all the work. By encouraging them to submit their own pictures, videos and stories, you’ll have an endless supply of content and genuine examples of customer advocacy to last you until next year’s tournament and beyond.
B2B brands who use the newest apps and updates to insert themselves into a larger conversation will reap the benefits well beyond the month of March. Even in the 12 months since last year’s tournament, platforms such as Instagram and Snapchat have pioneered new trends in video sharing.
Expect to see some fantastic video footage on the official @marchmadness Instagram account. Even more exciting is Snapchat’s new “My Story” feature, which selects the best user generated videos shared on their platform and compiles them into a collection of great behind the scenes footage, fan reactions, and gameday fun.
The more ways B2B companies can tell their story and engage with prospects, the better.