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Just Giving’s Danny Denhard on how social media is changing

Posted by faye.stammers | 13 September

Another day, another inspirational talk. Yesterday, TLC Marketing were lucky enough to sit in the crowd as Mr Denhard, Marketing  Director at Just Giving, delivered an insightful (and also incredibly funny) presentation titled ‘Spray and Pray Marketing’.

With $4.5 billion raised for good causes and a 22 million strong community, the Just Giving audience is huge.

Here are just some of the insights that Danny shared with us. 

Social media gives us “dopamine kick”

Dopamine is a neurotransmitter that helps control the brain’s reward and pleasure centres. Dopamine also helps regulate movement and emotional responses and it enables us not only to see rewards, but to take action to move toward them.

The sensation we get when eating chocolate is the same that is triggered when using social media, which can explain why, as a generation, we are so addicted. A majority of people spend up to five hours a day on their devices, craving social content. Brands are adapting to this modern need by feeding audiences with daily posts and updates. However, consumers are constantly looking for rich, fresh and new content. Online, there appears to be a lot of duplication, with many users (including brands) often sharing unoriginal content. Brands need to think of new ways to stand out from their competitors.  

Preparing for the ‘go and gets tough’

While customer engagement is at an all-time high, thanks to the power of social media, Denhard warns that going into the new year, customers are going to be “increasingly harder to keep happy.” Just some of the ways to keep them engaged include making your brands social media ‘persona’ humorous as well as sassy. Also, remember the key to your customer’s hearts is through emoji’s. Posts that feature emoji’s first, followed by text, are said to increase the chances of a customer engaging with your content.

GIF’s are taking over.

The world of GIF’s is almost inescapable, with many brands adopting this as part of their social media strategy to engage with customers. Providing extra humour and context to online posts, Danny suggests that GIF’s should be at the forefront of social media marketing in years to come.

Sharing is caring

Don’t be afraid to tell your customers to ‘tag a friend’ or ‘share this post’, because the chances are, your wish is their command. On Danny’s final list of what to remember when social media marketing, was the belief that users don’t mind being told what to do. In fact, they apparently want you to ‘be the boss’.


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