While the world is still battling against a pandemic, Israelis and Palestinians are now in the middle of yet another dreadful situation. The deadly clashes consisting of a series of air raids created at least 243 casualties in Gaza, and 12 from Israel, according to BBC News. And the world has no plan on turning a blind eye until justice and peace prevails. Social media protests are organized from different countries, where people are voicing out their sentiments and hope that this conflict will soon come to an end.
A great example is when Gigi and Bella Hadid took their stand about the conflict. They spoke for the affected Palestinians by sharing stories and videos about what is happening. The siblings called to #FreePalestine. Other celebrities like Dua Lipa, Zayn Malik, and Roger Waters also expressed how they strongly condemned ethnic cleansing.
So, what do businesses exactly have to do with this?
More than anyone else and in times like the Israeli-Palestinian conflict, brands are expected by their valued customers to take action and be part of the campaign for social change. They believe that their massive marketing reach can create the loudest voice that can generate change. They are waiting for these companies to step up and stand in solidarity through their social media marketing campaigns.
Now, how can you benefit from lending your brand’s voice? Will there be a direct effect once you tap social issues and exert marketing efforts?
Most probably, this will mark your brand authenticity. It is no secret that customers support businesses that ‘care’ for them and the world as a whole. And by establishing trust, more individuals will start supporting your business and campaigns—an indication of business growth and soon, success.
You may take Nike’s campaign, “For Once, Just Don’t Do It,” response after the controversial murder of George Floyd in May 2020 as an example. It was among the first biggest brands to voice out on the Black Lives Matter movement. The advertisement gained positive feedback from consumers, according to a study by Ace Metrix. Whereas ages 16-49 perceived it as more empowering than 98% of all any other ads.
Yoplait, on the other hand, stood with the mothers experiencing mom-shaming. It showcased common criticisms that these courageous women had to go through, such as the taboos of breastfeeding in public. As per Google ad analysis, Yoplait’s ad increased its brand interest to 1,461%.
As many people are concerned with social issues, it will mean that grabbing attention will be twice easier. However, the challenge and pressure are on the content itself. Look beyond the situation and different perspectives, listen to everyone’s voices, and through this, your content marketing will be resounding. You have to carefully craft it the best way you can while weighing which side you would take. Your business’s vision and mission can serve as a guide in your decision-making.
The unified calls for social changes are indeed louder today compared to a decade ago. And high possibilities are, the voices will soon double or triple with the help of social media.