Talk. Don’t tell. It makes a difference.

In 2023: Let's start a conversation.

With viewership on traditional media decreasing over the last decade or so, we have (long talked) about how marketing and advertising need to become a two-way conversation.

In today's world, brands can't rely on creating social content and hoping it resonates. Instead, a mindset shift is needed.

Instead of the premise of creating content, and buying media on a platform,

start with the idea of creating a conversation to connect with customers.

Start with the briefing.

And approaching media planning and creative development with the idea of 'inspiring conversation' goes way back to the briefing. Answer the question, "Where and how would you start a conversation?".

The brief writer (strategy/planner) should focus on crafting authentic, relevant messaging that starts a conversation with the audience. It also means being open to trying new things and experimenting with different formats and approaches to find what works best.

Comments are key.

Platforms like TikTok offer a unique opportunity for brands to connect with their audience personally and spark meaningful dialog. By leveraging influencers, even nano influencers, brands can create unique and authentic content that encourages followers to engage and share their thoughts and experiences.

As the viewership of linear TV continues to decline, it is more important than ever for brands to find ways to connect with their customers. By focusing on driving conversation rather than just creating content, brands can build strong, authentic relationships with their audience and effectively reach and engage with their target market.