Director of Content Development, Jessica Lauretti, breaks down how to apply movement thinking to content by shifting your audience from passive viewers to participants and activating them around your issue area or brand.
1. Take advantage of shifting power models: Advertisers are scrambling as personal, authentic storytelling is trumping controlled messaging. So what’s working well? Branded content rates are skyrocketing and social media platforms and influencers are winning the internet. Use this people power to reach audiences where they are.
2. Consider merging platforms and creators: Audiences want to see themselves IN the narrative. They don’t want to passively consume media they want to BE the media. Give people something to create and share with their networks that uses their own unique voice and perspective.
3. Create a movement: Audiences want to be a part of something bigger than themselves. Give them something to be passionate about and contribute to that can highlight how individual action creates a collective impact. Then, watch the power of participation at work!
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