What A Marketer Can Learn From Fake News
When breaking down the controversial success of fake news, let’s put our moral and political agendas aside and take a moment to think from the modern marketer’s perspective. Despite the misleading nature, the era of fake news has shed light on marketing strategies that prove to be persuasive and engaging.
Let’s take a look at the fine print to see what we can learn from the success of fake news and how to apply to your future digital marketing efforts.
Define Your Strategy
At the end of the day, fake news stories have a clearly defined purpose. When it comes to marketing your business, clearly define your objectives, plan methodically, determine how you will measure success, and continually a/b test creative.
Fake news plays on people’s emotions and leads them to think emotionally rather than rationally. The most successful marketing campaigns are those that connect with the target market by appealing to their emotions, rather than logic. When a campaign uplifts, rebuffs, moves, empowers, disavows…that’s when it’s most effective in persuasion.
A comprehensive study was released about the prevalence and reach of fake news in today’s media landscape. The study revealed that people are more likely to share “novel” information, which is more commonly associated with fake news. Stories that were breaking, relevant, and unique were most likely to snowball. The same is true for marketing efforts.
Establish Trust & Credibility
And finally, one huge lesson that we have all learned from the past ‘Fake News’ stories is to check your facts. If you can’t back-up what you’re saying, your content is dead in the water. Managing your positive and negative Google and facebook reviews is also a great way to show your credibility. You’ll pick up much more shares when you can establish trust with your audience.
Looking to make your company’s marketing more novel, emotional, strategic, and shareable? We’d love to help you get started. Our team creates strategic campaigns and creative to build and captivate your audience. Let’s set up a free strategy session!