Connect, Engage, Care.

I was born in 1997.

Which was an interesting year to say the least. Lots of news. I wasn’t really aware of much going on though.

But the year that I want to talk about is 2004. 7 years later.

That was the year Facebook was released.

Since 2004, Facebook has revolutionised the way that we communicate with others. We went from direct mail, to e-mail, to a level of connection that nobody had really prepared for. MySpace was close with its delivery, but Facebook nailed it.

Since 2004, Facebook has enabled users to share their opinions instantly. Type what you think, and blast it off so that the rest of the world, or at least your 600 other friends, can see it. It became a public forum like no other. Everybody speaking at once.

Fast forward to 2019. EVERYBODY is on at least one form of Social Media. Whether that be Facebook, the Messenger app, Instagram, Snapchat, WhatsApp, Tik Tok, Reddit, Pinterest or Tumblr (just to name a few) - everybody is on social media.

With the inclusion of smartphones into the growing market, it’s hard to imagine a world where we don’t have instant access to our social media. The average person spends 2 hours and 22 minutes a day on Social Media already, with signs pointing to this number only going up.

So, with the huge barrage of people talking to people, sharing content, liking photos, and commenting on absolutely everything, where does this leave businesses?

I’ve seen a lot of business pages on social media. A lot. Most of them are quite modest. A few nice photos. A couple good posts celebrating an opening or a public holiday, or even recently, Mother’s Day. However, across the board, the one thing I see the majority of businesses lacking, is what the core of social media is.

Connection and Engagement through Caring.

See, you simply cannot advertise your business on Facebook or Instagram the way that you have advertised in newspapers and on radio in the past. Because for the first time in history, you can get direct customer feedback on your advertisements. When you make a Facebook post, you are allowing the entire population of your following to comment on it, like it, share it, and show all their friends what a cool business you are.

But, they aren’t.


There’s a reason for that. Businesses have lost touch with their socially adept consumers. What was once strong brand loyalty is now being traded in for a quick laugh and tagging a friend. The 75% sales used to pull people off the streets, and now it barely makes a change in sales. Most businesses are scratching their heads why the ‘tried and true’ forms of advertising aren’t working any more.

It’s because your biggest consumers, the 18-35yo range, want you to care about them.

In a global market, where a consumer with any handy internet knowledge can find the exact same dress, pair of shoes, headphones, skateboard, kitchen knife, body butter, beard oil, at half the price no matter what day it is, a sale doesn’t mean much to them.

In the market where every single business is demanding attention from their consumers, the 18-35ers are simply switching off. Becoming numb to any advertisement that is too pushy. They’ve seen it all before. They grew up on TV.

There is a different way to market to the 18-35yo market.

It’s by actually caring about them. Engaging them. Asking them what they want, not telling them what you have.

It’s a form of marketing and advertising that most businesses either refuse to understand, and fail, or grasp and dive head first into, and succeed.

Here at 5PM, we create that type of marketing. We engage audiences on your Facebook and Instagram pages so that you don’t have to. We know what the 18-35yo audience wants because well, we are that age group. We’re not wearing suits in high offices trying to break down the perfect method to squeeze a dollar out of a customer. We simply care a bit more than all the rest. That’s the secret ingredient to creating a great social media campaign.

So if you’re a business owner, an entrepreneur, a corporate giant, and you haven’t figured out that caring is the secret to creating real engagement with your audience, which translates into real sales; think what else you might be missing out on that could be improving your marketing campaigns.

After all, the only reason we tell you this is because we care about your business succeeding.

Catch you guys on the next one.

- Sheldon

Sheldon LynnComment