When I sat down to write this article, it was going to be about some of the new features I’ve noticed on Instagram, but the more I wrote about filters and “stories” and boomerang, the more this article became about something else.
The business world has gotten silly.
I’m not sure when it happened, but somewhere along the way, we’ve loosened WAY up with our online marketing. Some of the professionals I’m following share video updates using voice changing filters. Some use these filters to go on rants. Others play it casual on Facebook Live. Now, I’m not saying this informality is a bad thing or a good thing, but it’s definitely a thing and it’s changing the landscape of business on the Internet.
I personally love being casual with my social media accounts. The entire point of social media marketing is to build relationships with people so they get that “know, like, trust” thing happening. What a great way to do that, by letting your hair down. That being said, you won’t likely see me messing around with Snapchat filters.
Silly doesn’t suit my personal brand. Sitting outside in casual clothes, recording a Facebook Live update? Sure. Putting on cartoon bunny ears and munching on an animated carrot? Not so much.
Should we be using fun and humor in our online marketing? Yes. But, to what extent will depend entirely upon the image you’re trying to project.
I am at the head of a team of online marketing professionals. I have an important job, and I charge a fair price for it. When my potential clients are out there shopping for the services I provide, they need to feel they’re working with a serious individual. My tone of voice in my website content and blog posts is business casual, not corporate. But it’s certainly not slapstick humor, either.Is #Silliness a part of your business?Click To Tweet
I don’t believe there is room for silliness in my marketing. It’s way outside my comfort zone. But maybe there is room for silliness in yours. Are you a speaker known for your ability to entertain a crowd? Then maybe those silly filters are great for you! Have you written a book based on humor? Then perhaps documenting your life via fun Instagram stories is what you should be doing. Are you a business litigation lawyer who charges $700/hour? Then you should probably steer clear of the Snapchat filters.
An online marketing plan is NOT one size fits all. The things you say and do in your online marketing are a direct refection of your business and your brand. Unless you are someone like Funny Lady Kay Frances or motivational speaker and MC Jon Petz, if you want to be taken seriously, you should think long and hard before you hop on the zany filter train.
Our team specializes in online marketing, and we work closely with our clients to strategically determine which platforms make sense as part of an overall plan. You might want to take a step back and figure out what tactics will work best to attract your ideal client. Maybe that’s going the silly route. Maybe it’s not! It’s completely up to you …
Oh, and no worries. Next Tuesday’s blog post will be about those Instagram features I mentioned so watch for that!
Also published on Medium.