Effective experiential campaigns produce ongoing engagement between customer and brand, and social media is a key component in fortifying long-term consumer loyalty
If there’s one thing Millennials have taught us, it’s that people no longer want to view content passively. They want to engage moment to moment, creating their own content and enjoying intimate interactions with their favorite personalities. In short, they crave experiences.
Instagram reacted by launching its Stories feature in 2016, offering a way for people to share their experience with a more seamless alternative to Snapchat’s popular story feature. The two companies have been battling it out since then, though a 2017 study found Instagram is currently the preferred platform for popular influencers.