Ironically, the same new social platforms that grow most rapidly, and therefore are most appealing for advertisers, are also the most challenging for brands to break into. These platforms’ lack of automated tools, multiuser support, etc., create barriers to companies accustomed to centralized hubs to push content around. The brands that best mimic users and try the new experiences manually are getting ahead and have a greater chance of succeeding.
Why is manual better? Well, it forces marketers to confront how others are using the program. That prevents a brand from completely hijacking a platform to communicate some on-brand message sanitized to the point of emptiness. “Brands need to be acting more and more like people,” Tuff said. “What better way to do that than to force them to use the same mobile experience [as regular users].”
—Brands want to experiment on new social platforms, which often means doing it by hand