If even ice-cream parlours and small village pizzerias have decided to take to social media, it means that the digital revolution has now hit everyone, no one excluded, without sparing even those shops or small local businesses that until now had relied solely on word of mouth. Our hairdresser is likely to regularly post content on Instagram or TikTok to show the world how good he is at haircuts, in the secret hope of snagging some new customers for his shop, while our beautician has successfully started an online make-up course, thus drawing attention to herself and her professional skills. Social media is no longer just a pastime, a useful diversion for distraction, passive entertainment or even a glimpse into what our acquaintances are up to. In this historical conjuncture, the most popular social networks have essentially become professional tools, multimedia platforms that allow companies – large and small – to publish their content and extend their horizons, even finding new customers for their specific business. Some brands use social media as a showcase for their products, limiting themselves to publishing hundreds of photographs (all very similar) on the various channels available to the company. Others, more appropriately, take advantage of the new social platforms to tell their story in a different way, focusing on the company’s human capital and the values that continue to animate it, creating a high level of curiosity that almost always triggers a positive reaction from the external observer (i.e. the potential customer).
Creating quality content every day
Regardless of the nature of your business, your social media presence should follow some general guidelines. Posting only pictures or information about your products will not help, and may even prove detrimental. People quickly scrolling through their social media feeds do not want to be confronted with an unsolicited, almost always somewhat cold and totally unattractive carousel of images. The average user is in fact attracted first and foremost by what excites them, by what can amuse or emotionally engage them, even if only for a very few moments. To produce this effect, companies must undoubtedly create content rich in wit and wit, capable of going beyond the traditional patterns of the web and surprising users, capturing their attention and multiplying by leaps and bounds the chances that that same user will turn into a loyal customer. These steps usually take place in a matter of seconds. It all depends on the quality of the content, which must always be extremely high and in line with the language and expectations of the consumer.
The role of Twitch
An extremely transversal social media, and one capable of adapting to the needs of different sectors, is certainly Twitch, which started out as a platform for gamers around the world and has now turned into a useful business tool for many companies. Its most useful feature is certainly the possibility of creating live content and interacting in real time with its audience, thanks to the very useful functions of live broadcasts and public chat. A restaurant, for example, can use Twitch to show what goes on in the kitchen, backstage, or even to conduct entertaining live interviews with some customers, who will be asked for their opinion on the dishes or the quality of the service. Brands specialising in providing services, on the other hand, can exploit Twitch’s functions to organise live sessions in which a certain topic is discussed, reducing the distance with the audience and consolidating their authority in their subject matter.
Even brands specialising in gambling have begun to discover the formidable potential of live content: some of the best live casinos online offer the possibility of interacting with a real-life croupier, better known as a live dealer, who assists players at every stage of the game and can communicate with them in real time, just like in land-based casinos. This innovation allows anyone to enjoy the excitement of a real casino from the comfort of home, without necessarily having to leave the house to play. Live dealer sites are also reviewed by a qualified team of experts at the site’s disposal, always scouring the net to find the best online portals and the most exciting games to offer their audience.
The main virtue of social media is that it connects people more easily, making it easier to exchange information and communicate with each other. They are exceptional tools that can also be used effectively to strike people directly to the heart, exciting and enlightening them with unique content.