By Harry Macey
Our Commercial Director Harry Macey explains how harnessing your audience’s first degree of separation can benefit your business.
Social media has revolutionised communication and building connections in our interconnected world. It bridges geographical gaps, connects people with others who share similar interests regardless of distance, and builds communities. It has also amplified the power of influence, word of mouth, and the speed at which followers can connect. Platforms like Instagram, YouTube, and TikTok enable social media creators to reach targeted audiences with a single post, connecting individuals who would not have otherwise met or be able to connect.
What once was six degrees of separation, is now much less. We’re only a few ‘networks’ away from everyone and anyone, all the time. The world is smaller than ever, and marketers can take advantage of this new, evolved access.
Here at Attention Seekers, we unlock the first degree of separation between our clients and their followers. The first separated audience represents the people you are immediately, or directly connected to and have the most influence over, such as your friends, family and followers. In other words, it’s where your nearest and dearest live online, your most valued connections and those who are actively interested and receptive to your activities.
This approach is something gaming brands organically adopted over a decade ago, giving content creators the permission to take ownership of ‘owned’ content and use it in their own entertainment spheres. We’ve been instrumental in driving this behaviour, through consulting and creating for the likes of EA and Xbox for the last decade, putting them in the right place, at the right time, on the right channels – thus driving high-value communities.
Through our proprietary technology, we empower valued fans, consumers & followers to host branded content on their channels, broadcasting directly to their inner communities, with tailored CTAs, capturing these new audiences into marketing funnels, performing to set KPIs (CRM, monetisation, awareness).
At the core of this is the value exchange, that creates the perfect win-win for brands, creators, channels and fans via tailored content. It is a mutually beneficial model for everyone involved. The beauty of this approach lies in our ability to deliver at vast scale, allowing thousands of trusted channels to distribute compelling brand communications. Ultimately, this is great for channels, brands, creators and fans.
This is a tried and practised process, and one that clearly makes sense when you connect the dots.
So, if you’d like to learn more about how you can create dedicated campaigns to tap into your followers’ trusted communities, drop us a line and we can walk you through our four-step audience design process. If you want to see this process in action, check out some of our case studies of this innovate model like Red Bull Racing, Virgin Galactic and more.
