Social
video can sometimes seem like a twisted business, especially when you’re a pretzel brand. That’s what Sloane Kelley, Director of Interactive Strategy at BFG explained to Video Insider
Summit attendees this morning, in connection with one of her newest clients: Snyder’s Brands, the company that markets Snyder’s pretzels and other snack products.
One of the problems, she says, is that anything “social,” including social video, is inherently personal for consumers interacting with a brand.
The
solution, she says, is “thinking about the brand almost as a person.”
“Things that happen in social channels are very personal,” she explains,
adding, “You start to develop this relationship and you assume there is a person behind the curtain.”
So how do you personify a brand as a person? According
to Kelley, you do it be creating a “character sketch” for the brand, that literally personifies them as a character that real people can relate to on a real social basis.