Excess. Oversharing. Over saturation. There is literally just too much of everything these days. Technologically speaking, the world could maybe benefit to take a bit of a step back. Yet, that’s very unlikely going to happen. Business and individual social media feeds are of novel length; a real time journal of sorts that will be left for all to read in perpetuity. We are able to control our messaging and create our own ‘legacy’ for all to see.
Having only been created roughly a decade or so ago, social media is basically still in its infancy but has taken on a life of its own across all demographics, some who have never known a world without it, some who have only adopted it recently. It’s a tool, a magnificent tool even, but one that can also be mismanaged and abused. The old adage that states ‘less is more’ can be found nowhere in the social media spheres as both individuals and businesses are striving to create content for others to consume and ultimately validate through a like or comment; with the holy grail being ‘going viral’. Branding has always been everything. This is no different today.
As we all learn and navigate through this new virtual landscape (including those who created the platforms themselves and the recent conflicting messaging) and its social ramifications to society itself, I can’t help but continually reference the French electronic group Daft Punk. Why? Well, since the duos inception in the late 80’s/early 90’s (well before social media), they have chosen an admirable approach to the entertainment industry. To me, this has always been appealing in how they utilize unique marketing tactics such as covering their faces (back then more unique, not so much today), threading in deep storytelling to their legacy and letting the music/art stand in the forefront, rather than personal ego. In addition to this, through the years they have maintained a very different marketing strategy, a less is more approach, that bucks the trend of today. The late Marshall McLuhan coined the expression “the medium is the message” as well as a term ‘global village’. Social media communication platforms aren’t going anywhere, so we might as well embrace them and use these tools for positive output as we now live in a complete global village and the messaging medium for better or for worse, is at the tips of everyone’s collective fingers. Below is a “Daft Punk” style ethos towards this evolving landscape:
Avoid over saturating the market with meaningless output. Daft Punk are masters at this. Yet, they remain relevant in today’s entertainment landscape by collaborating and producing for up and coming and highly current artists (ie: The Weeknd). Their social media feeds are very limited; so when something is posted, chances are it’s somewhat cryptic in nature and it is of significance to fans. People pay attention and usually generate speculative articles of what’s to come. Daft Punk indirectly uses the social media market to further its brand without over-extending. Messaging is direct and leverages off of popular trends, while avoiding desperation.
Intelligent Market Awareness:
Limited and unique product and merchandise offerings like Christmas ornaments, paintings and pens to name a few. This coupled with a long album output cycle and incredibly rare touring schedule; Daft Punk has created unique branding positioning in the market. If they have something to say, they mean it. If they have something to sell, chances are if you’re a fan…you’ll strongly consider buying it.
Element of Mystery:
Early on, Daft Punk chose to avoid the public spotlight by covering their faces. Pictures of the two members aren’t in surplus, which is a rarity these days. The robot personas stand front and center allowing the two to live relatively quieter personal lives. Their music and legacy stands on its own in the forefront. Messaging is always with a purpose and furthers their collective, not individual, brand. Privacy is still respected here.