We live in an increasingly visual world where smart brands now proactively plan their place in the big picture. So it’s no surprise that the most popular word of 2014 was actually an ideograph – the “heart emoji”.
The big picture relies on brands offering more than just something to buy, but something to buy into, and it’s achieved by speaking to ‘values’ rather than simply ‘needs’. As people continue to share the love (heart emoji) into 2015, what they’re really sharing is positivity – they love doing it visually and they engage most with brands that do the same.
One of the first major brands to spearhead this social strategy in 2015 is HSBC, which is using the relaunch of its Advance current account to push a new social strategy that will see the high street bank shift from a reactive to a proactive approach to social media.
HSBC will be sharing the content through their Facebook account and also a new Twitter account under the handle @HSBC_UK. Whilst the bank has previously had a presence on social media, it will now be using the medium as a form of brand building rather than for customer service inquiries.
In a relatively uncommon move, the videos will also be pushed unbranded on social media with the intention that people will engage with them without knowing who is behind them. Those that click on a link at the end will be taken through to HSBC’s social hub where they can create their own film to thank friends and family.
This campaign is considered to be quite a bold move for HSBC considering the financial services industry has mostly avoided using social media. In part this is a result of companies waiting for proposals on their use of social media to be finalised by the Financial Conduct Authority. It is, however, a solid benchmark for brands in all industries to seize the opportunity to find their place in their customers’ lives – to own a style of visual communication and so to clearly define their part of the bigger picture.
At underscore we see this as one of the key trends for all brands in 2015 and the incredible rise of image-led platforms such as Instagram will inform our communication strategies like never before. So if you don’t want your brand to get left behind, it’s time to consider the social picture!!