When brands first decided to have a presence on social media, there was a simple formula to follow. Create content, manage comments, repeat. Sure, audiences had a voice, but that voice was only used to share feedback on their customer experience. That’s where it ended.
Blame it on TikTok, Gen Z, the ever-evolving role of social media in our lives, but we are now in an era where this voice is loud and clear. Audiences don’t just want to be heard; they want to be involved.
As a brand, it can be daunting to consider involving audiences and the idea of handing over control in this way. But those who lean in will realise that this is one of the best opportunities for greater brand loyalt
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