Social Media Marketing Success: 3 Tips Brands Should Know
In the article, “Branding in the Age of Social Media,” Douglas Holt provides a compelling analysis of how brands can successfully connect with audiences in today’s digital landscape. His key insight? Social media has transformed certain subcultures into “crowdcultures,” where members actively create and share their own content.
For brands looking to break through the noise, the key to success lies in tapping into these crowdcultures—rather than relying solely on traditional branding techniques.
I couldn’t agree more! Below are three major takeaways from the article that resonated with me and why I believe every marketer should pay attention to them.
Tip #1: Branded Content Alone Is No Longer Enough
One of the first points in the article that struck a chord with me is the declining effectiveness of branded content. Marketers spend endless hours brainstorming ideas, crafting narratives, and chasing trending topics in an attempt to stay relevant. I’ve been through this process myself, only to realize that branded content often falls flat.
Why? Because it’s not truly relevant to the audience. Even the most well-intentioned campaigns can miss the mark if they don’t connect with the cultural conversations that matter most to consumers. People are no longer passive recipients of content—they are creators, curators, and critics. Brands must recognize that and shift their strategies accordingly.
Tip #2: Mindshare Branding and Purpose Branding Aren’t Cutting It
Another revelation from the article was how mindshare branding and purpose branding—once seen as gold standards for marketing—are no longer as effective as they once were.
Holt provides powerful examples illustrating this shift, and I had my own “a-ha” moment while reading them. Like many marketers, I have worked on campaigns that aimed to create a distinctive brand identity (mindshare branding) or align with a larger social mission (purpose branding). But even then, the results often failed to truly resonate with audiences.
Again, the reason is simple: consumers today are deeply engaged with crowdcultures. They gravitate toward communities where they feel heard and represented—not just toward brands that push top-down messaging.
Tip #3: Leverage Crowdcultures to Your Advantage
The most exciting takeaway from the article is the power of leveraging crowdcultures. Holt’s examples of Dove, Axe, and Old Spice demonstrate how brands in the personal care industry successfully tapped into existing cultural narratives to make their messaging relevant.
Instead of simply broadcasting their brand values, these companies immersed themselves in crowdcultures, embraced user-generated content, and tailored their messages in ways that felt organic and culturally significant. This is the real game-changer for brands.
The good news? Many marketers are already familiar with elements of cultural branding. The challenge isn’t about learning an entirely new skill set—it’s about shifting the mindset.
Don’t be intimidated by new platforms or technologies.
Don’t chase emerging trends for the sake of being trendy.
Do pay close attention to subcultures and crowdcultures.
Do engage with your audience in ways that feel natural and meaningful.
This article is an eye-opener for any marketer navigating today’s digital landscape. It challenges traditional branding assumptions and pushes us toward a more community-driven, culturally relevant approach.
For next steps, I’m particularly interested in exploring what listening strategies marketers can use to identify and engage with crowdcultures effectively. If you have insights or experiences on this, I’d love to hear them!