Creativity and innovation are essential in marketing products on social media today. These two elements are no longer optional, as creative marketing content not only stands out but also leaves a lasting impression and builds a strong brand image.
This was conveyed by Tirta Mandira, MD, influencer and entrepreneur of Shoes and Care, during the “Social Media Marketing Workshop: Let’s Talk About Social Media Marketing to Make Your Brand More Recognizable,” held on the 8th floor of the Learning Center Building, FEB UGM.
As the speaker, he began his session by sharing his journey in the world of social media. He admitted to having actively engaged with social platforms since 2013, starting to build his branding through platforms such as Facebook and Kaskus.
“Facebook and Kaskus were very popular then and functioned as online marketplaces. That’s where it all began. I started learning about marketing techniques such as copywriting, which is often used in online sales,” he said.
Having spent years immersed in the social media landscape, he gradually developed a keen understanding of the types of content that tend to go viral.
According to him, viral content often exists at the extremes. This kind of content, referred to as “outlier content,” stands out drastically from the usual, being extremely silly, funny, absurd, or even controversial.
“This type of content is intentionally made to deviate from the norm to capture attention and be easily remembered,” he explained.
He said one successful example of outlier content was the SASA “We Are MSG (Micin Swag Generation)” campaign in early 2020.
The campaign managed to change the perception of the term Micin Generation, previously used to stereotype young people as unintelligent due to MSG consumption, into a symbol of a free and bold youth.
Another trending example he mentioned is content that explains complex topics using baby talk.
“For instance, content explaining stock indexes using baby language performs well in terms of engagement because the approach is light and easy for Gen Z to digest. On the other hand, explaining the same topic from an economic perspective may attract a niche audience, but it’s harder to understand for the general public, making it less likely to go viral,” he elaborated.
On this occasion, he also emphasized the importance of adjusting promotional styles to the platform used.
For example, copywriting skills are essential when promoting on X, which is more text-based. Meanwhile, platforms like TikTok or Instagram require visually engaging and concise content.
He also pointed out the shrinking attention spans of today’s social media users. Content creators are now expected to make videos as short as 30 seconds, he said.
However, it’s not just about the short length—creators must also master the art of making a strong hook to keep viewers watching until the end.
Still, according to Mandira, understanding one’s audience or target market is the most important aspect.
This can be done by analyzing demographics (such as age, interests, and behavior), engagement metrics (likes, shares, and comments), and listening to feedback.
“By truly understanding your audience, it becomes easier to create impactful, authentic, and viral content,” he stated.
He closed the session by sharing several tips for creating content on social media. He recommended three brainstorming techniques: mind mapping, the SCAMPER method, and collaborating to gain new perspectives and generate more diverse ideas.
“To strengthen branding on social media, use storytelling techniques to make content more human-centered, leverage data to evaluate audience preferences, develop a consistent and strategic content plan, and collaborate with influencers to expand reach and engagement,” he concluded.
Reporters: FEB UGM/Najwah Ariella Puteri and Kurnia Ekaptiningrum
Author: Agung Nugroho
Post-editor: Afifudin Baliya