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SOCIAL FIRST EXPERIENTIAL and Why It's Superior

Create more reach and impact with social-first outdoor marketing

Be at the epicenter of where brands are made and amplified in 2024

Increase real-world marketing effectiveness with a social-out strategy

Speed up and scale your brand outreach with creative social activations

Host experiences people want to engage with on TikTok, Instagram, and YouTube

Get ahead of your competition with a strategic social activation approach

 

Social First Experiential Marketing: What You Need To Know

A social-first experiential (SXM) is an activation strategy designed and executed with social media outcomes as the primary focus. From conception to execution, the entire marketing activation centers on creating shareable moments, fostering social media engagement, and transforming people online into brand advocates.

The brand marketing landscape has evolved beyond hosting cool events and collecting "likes." Today, brand building centers around social first experiences - real-world marketing to transform people into brand sharers, participants, purchasers, and advocates. A social-first creative strategy is the future of brand building. So, why wouldn't you focus all your real-world marketing activities on this outcome?

Social experiential strategists think about real-world marketing in an entirely different way. The old way was to engage as many people as possible in person, influencing them individually. It's possible, but it takes too much time and investment. The new way is to activate and share it with the world on TikTok, Instagram, Reddit, and YouTube. A social-out experiential strategy will feature many of the same elements you are used to - popups, stunts, creators, micro-influencers, etc. - but all strategically designed to drive engagement and conversion on small screens. 

Social experiential strategy can be applied to permitted events, guerilla marketing, brand installations, and outdoor advertising. 

Brands from CPG to B2B benefit from social experiential. I'll give you an example: would you rather try to get everyone in New York City to sample your new product or create a few unique, super-sharable activities to create citywide interest? Activate and amplify is the new brand roadmap!

Social First Experiential Marketing Services


Social first experiential marketing reconfigures real-world marketing tactics, focusing on creative experiences designed to be shared and amplified on social media. Here are some key strategic services offered by ALT TERRAIN:

Strategic Planning & Ideation:

  • Develop a comprehensive social experiential strategy aligned with your brand goals and target audience.

  • Identify creative concepts that your target audience will be excited to see and participate in.

  • Incorporate cultural insights and trends to give your activations a running start.

Design & Production:

  • Design real-world experiences that facilitate creative social content, sharing, participation, engagement, and sales.

  • Manage logistics and production of activations, including location scouting, permitting, and vendor partnerships.

  • Include seamless brand education and conversion into the experience.

Content Creation & Amplification:

  • Develop compelling social media content (photos, videos, stories) that drives people toward your desired outcomes - brand lift, community, first-party data collection, trackable transactions, etc.

  • Leverage creator and influencer partnerships to generate content, distribution, endorsement, and long-tail brand affinity 

  • Implement ideal audience social media distribution campaigns to maximize reach and engagement.

Community Management & Engagement:

  • Create a plan to monitor social media conversations and respond to audience interactions in real-time.

  • Encourage user-generated content and cultivate an active online community around the activation.

  • Analyze social media data to measure campaign performance and identify areas for improvement.

Social Media Experiential Activation - Miami

Social Experiential Marketing Tips:

 

  1. Know your audience: Understand their interests, the platforms they use, and what motivates them to share content.

  2. Create social experiences: Design creative, interactive, and visually appealing activities with social content and sharing at their core.

  3. Leverage influencers: As usual, partner with relevant figures to generate additional buzz and reach a wider audience, but the goal is to offer them something they are genuinely excited to share.

  4. Open up participation: Create tangible ways for people to participate who cannot be onsite for your activation. Comments, contests, and incentives to share are wonderful, but also include brand blockchain reward elements as well.

  5. Run targeted campaigns: Use paid social ads to tease, promote, and leverage your social activation.

  6. Monitor and respond: Actively engage with participants on social media, answer questions, and foster conversation.

  7. Measure and analyze results: Track key qualitative and quantitative metrics like reach, engagement, and conversions to understand your activation's effectiveness.

Why Social Experiential is Important

 

  • Social media usage is booming: Over 4.6 billion people use social media globally, with an average daily usage of 2+ hours a day.

  • The rise of short-form video: Social media platforms like TikTok and YouTube Shorts are experiencing explosive growth, particularly among Gen Z and Gen Alpha.

  • Consumers trust brands that are socially engaged: 64% of consumers believe in brands that have an active and positive social media presence. (Source: Techreport)

  • Influencer marketing remains powerful: Although, having them talk about a product in their kitchen isn't going to work - that's where strategic organic social activation comes in - give them a real-world experiences they'll want to contribute to.

Takeaways 


A social-first experiential approach prioritizes TikTok, Instagram, and YouTube Shorts as the foundation of your real-world marketing strategy.

Shift your focus from traditional event marketing and outdoor advertising to a social-outward one. Create shareable real-world experiences to relevantly activate your brand at scale.

Activate and amplify is the name of the game. Be a brand that organically creates connections, shapes relevancy, and transforms people into customers. The future of brand building is creative activations built for social media. Don't be left behind!

 

Connect 


Share your brand goals for a complimentary social first experiential marketing recommendation.