CXO INSIGHT
SOCIAL REWARDS BRAVERY AND CREATIVE COURAGE .
very considerate nod to our heritage . We chose green as it ’ s a colour you find in nature and is reflective of the mountains that surround Vancouver . We wanted to give a nod to Vancouver as it ’ s an important part of our identity ; it ' s where we were started and where we ' ve grown as a business . The saffron colour is to indicate warmth . People love working with our staff , there ' s a level of investment in seeing our customers succeed that ' s very unique to Hootsuite , so conveying that was important .
We ' re trying to put things you see in life back into the centre of our photography and imagery . We developed a partnership with a photographer named Amy Lombard . She ' s phenomenal . We hired influencers to be part of our imagery as we wanted to highlight people who are good at social media , helping this rebrand feel organic . It was also important to have a wide range of diversity for this campaign as at Hootsuite , we are deeply committed to visibility and believe social media is for everyone .
Can you highlight any key trends you see emerging that other CMOs should be preparing for ?
Video is here to stay . It ’ s an easier , more manageable way for people to absorb content , so if video is not part of your strategy , then you must make it one .
It ’ s important to also re-evaluate your content strategy . Who are you designing your content for ? What are you trying to do with the time that you have ? A study found that , on average , people only spend two and a half seconds looking at an ad . So , what do you want to do with that two and a half seconds ? The time we have with people is getting shorter and shorter . If you want someone to stop scrolling , you have to be intentional with what you ' re putting out . There ' s got to be some connective tissue between what you ' re doing and how that reflects your brand strategy . x
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