Gone are the days when simply posting beautiful, consistent content on social media was a luxury that set brands apart.
Back then, just having a presence on platforms like Facebook, Instagram, or Twitter was enough to keep a brand competitive. Now, with social media becoming the central hub of customer interaction, social relevancy is what drives success.
It’s no longer just about being present; it’s about being present in the right way.
Let’s break down why being socially relevant is now a necessity, not a luxury, and how brands that effectively capture and retain attention on social media are exceeding customer expectations in today’s digital landscape.
Social Media is Where the Attention Is—And Money Follows Attention
Think about where you spend most of your time online. Whether it’s scrolling through TikTok videos, engaging with Instagram Stories, or watching the latest YouTube trends, social media is where the attention flows. And brands are well aware of this.
In fact, 54% of social browsers use social media to research products before making a purchase decision, according to GlobalWebIndex. And when a brand captures this attention effectively, it pays off—90% of people buy from the brands they follow on social media (Sprout Social).
But more importantly, money follows attention.
Social media is no longer just a place for casual interaction; it’s a marketplace, a customer service platform, and a community-building space all rolled into one. Companies that can successfully capture this attention aren’t just winning likes—they’re winning loyalty, advocacy, and, ultimately, revenue.
Why Social Relevancy Is Crucial for Brands Today
In the past, brands could get by with consistent posting and good aesthetics. They could take their time planning content, creating beautiful campaigns, and sticking to a schedule.
But as social media platforms became oversaturated with content, brands had to evolve their strategies to stay competitive. Consumers now expect brands to engage in real-time, be part of current conversations, and deliver value in new and dynamic ways.
Here are three major reasons why being socially relevant is no longer a choice:
1. The Attention Economy
The battle for attention is fiercer than ever.
In today’s fast-paced digital world, brands are competing not just against each other but against everything else that fights for a consumer’s time—cat videos, memes, breaking news, and even their best friend’s vacation photos.
Users spend an average of 2 hours and 31 minutes a day on social media (DataReportal 2023), which means brands must constantly work to capture a slice of that attention.
2. Changing Consumer Expectations
Today’s customers are savvy.
They expect brands to understand what’s important to them, whether it’s addressing social issues, supporting a cause, or simply providing entertainment in a culturally relevant way. Brands that feel tone-deaf or out of touch risk alienating their audience.
On the other hand, socially relevant brands align themselves with their customers’ values, making them more relatable, trustworthy, and memorable.
3. The Algorithm Factor
Social media platforms reward content that sparks engagement and captures attention.
The algorithms on Instagram, TikTok, Facebook, and other platforms prioritize content that users find interesting, timely, and engaging—and video is at the heart of this strategy.
High-quality, creative video content is consistently favored by these algorithms because it drives higher levels of interaction. Video grabs attention, keeps viewers engaged longer, and naturally encourages shares, likes, and comments.
Being socially relevant and agile with video content not only increases a brand’s chances of being discovered but also ensures that its content gets amplified across platforms.
TikTok’s algorithm, for example, prioritizes engagement and relevance, making it an ideal platform for brands with a strong video strategy.
Brands That Capture and Retain Attention Win!
The key to success on social media is capturing attention—and keeping it. It sounds simple, but in reality, it takes a sophisticated approach to achieve this.
Brands that excel at capturing attention on social media share some common traits:
1. They Understand Their Audience Deeply
Brands that thrive in the social media space know their audience inside and out.
This understanding goes beyond basic demographics. These brands are tapped into what their audience cares about, what motivates them, and what challenges they face.
Take Glossier, for instance. The beauty brand has built its social media presence around its customers by consistently reposting user-generated content, engaging with their followers, and tailoring their messaging to their community.
Glossier doesn’t just sell beauty products—it understands how beauty fits into their customers’ lives.
2. They Create Dynamic, Engaging Content
Successful brands don’t rely on static content.
They experiment with different formats—short videos, live streams, interactive stories, and polls—to keep their audience engaged. Today’s consumers crave variety, and brands that deliver dynamic content are rewarded with higher engagement rates.
Red Bull is a master of this. Their social media feeds are filled with heart-pumping videos of extreme sports, user-generated content from their brand ambassadors, and real-time coverage of events.
Red Bull captures attention by creating immersive, high-energy content that aligns with their brand identity.
3. They Stay Agile and Relevant
The most successful brands on social media are agile.
They respond to trends quickly and participate in real-time conversations. When something goes viral, they are there to jump in with a witty tweet or a perfectly timed meme.
They don’t just follow trends—they become part of them.
Take Oreo’s famous tweet during the 2013 Super Bowl blackout—“You can still dunk in the dark.”
This wasn’t just clever marketing; it was a brand demonstrating agility and creativity at the moment. It went viral and remains one of the most talked-about examples of real-time marketing.
4. They Build Communities, Not Just Customers
Social relevancy also means fostering a sense of community.
Brands that win on social media build relationships with their customers, making them feel like part of a tribe. They don’t just talk to their audience; they engage with them through conversations, shared experiences, and personalized interactions.
Nike has perfected this approach through its Nike Run Club and Training Club apps, encouraging users to share their workouts, challenge themselves, and connect with others—all while integrating the Nike brand seamlessly into the experience.
They’ve gone beyond selling shoes; they’ve built a loyal community of athletes and fitness enthusiasts.
Brands That Don’t Capture Attention Fall Behind
On the flip side, brands that fail to capture attention on social media risk becoming irrelevant. They struggle to grow their follower base, experience low engagement rates, and eventually lose out to competitors who are better at capturing and retaining attention.
Here are a few common pitfalls:
1. Being Too Sales-Driven
Social media is about building relationships, not just pushing products.
Brands that focus too heavily on sales messages without offering value—whether through entertainment, education, or meaningful interaction—often see low engagement.
2. Ignoring Trends and Conversations
Staying relevant means being part of the conversation.
Brands that ignore trends or fail to communicate with their customers and potential new customers on social media lose attention and miss out on revenue. Plus, roughly 7 in 10 US adults say they tend to buy from brands that reflect their personal values (Ipsos), proving social relevance is directly tied to customer loyalty.
3. Inconsistent or Generic Content
A common mistake brands make is posting generic or inconsistent content that doesn’t resonate with their audience.
The social media landscape is too crowded for boring content. Brands need to post with purpose and create content that reflects their audience’s interests and values.
How Do Brands That Capture and Retain Attention Exceed Customer Expectations?
To stand out and exceed customer expectations online, brands need to offer more than just great products—they need to create memorable, engaging experiences that resonate deeply with their audience.
Here’s how:
1. Deliver Personalized Experiences
Brands that capture attention online know how to make their followers feel seen and valued. By using data to deliver personalized content and recommendations, they provide a customized experience that feels more human.
Netflix, for example, is a master at using algorithms to suggest personalized content based on user preferences. This level of personalization keeps users engaged and coming back for more.
2. Offer Immediate Responses
In today’s fast-paced world, customers expect instant responses, especially on social media. Brands that go above and beyond by offering quick, helpful, and personal responses to questions, complaints, or praise stand out from the competition.
Zappos is famous for its exceptional customer service, and it’s no different on social media. Their ability to offer immediate, personalized responses creates an experience that exceeds expectations and fosters loyalty.
3. Engage in Real-Time
Customers love it when brands engage with them in real-time, whether it’s through live videos, real-time polls, or simply replying to comments.
79% of consumers expect brands to respond to their social media inquiries within 24 hours, according to HubSpot. This level of interaction shows that the brand is listening and values their community.
Ready to Capture Attention and Stay Relevant?
In today’s attention economy, social relevancy isn’t optional—it’s essential.
Brands that capture and retain attention on social media are the ones building relationships, creating dynamic content, and staying ahead of the trends. They exceed customer expectations by offering personalized, engaging experiences that resonate on a deeper level.
IMIG Communications can help you navigate this new landscape and develop strategies that not only capture attention but keep your brand relevant and engaging.
Let’s work together to help your brand thrive in the age of social relevancy! Reach out today!
