6 min read
The opinions expressed by the entrepreneur's contributors are their own.
By the end of 1963, the Rolling Stones had released a song. It was a cover of Chuck Berry's "Come On". They were a blues cover band and had never written their own music.
After signing a record deal, the pressure was high. They needed a single (one that wasn't a cover) to keep their label happy and turn music into a career. They found a lifeline in the Beatles.
On September 10, 1963, Andrew Oldham, manager of Rolling Stones, left the studio where the band was rehearsing. He ran into Lennon and McCartney getting out of a cab. The chance meeting was a godsend. Oldham recalls that he "invited her to the studio where the Stones were rehearsing, and that's where the two of them finished a McCartney sketch of an idea and gave her the Stones for her single."
See Also: 15 Great Quotes About The Making Of & # 39; Sgt. Peppers Lonely Hearts Club Band & # 39;
Lennon and McCartney wrote: "I want to be your man". The song was a gift from one group of friends to another. It might as well have been a gift from God. In November of this year, The Rolling Stones released "I Wanna Be Your Man" as a single. It shot to number 12 on the pop charts. This gave Rolling Stones the traction they needed. The rest is history.
The same dynamic plays a role in social media.
The collaboration between like-minded creators forms the basis for success.
For the casual listener, this was (finally) an original song by The Stones. In reality, it was working behind the scenes with the Beatles that gave The Rolling Stones the launchpad they needed.
Would you have done it alone?
Perhaps. Maybe not.
The release gave The Rolling Stones room to breathe to figure out how to compose their own songs. In addition, Jagger and Richards said they watched Lennon and McCartney at work for insight into how a song was being written.
The modern equivalent occurs with influencers. They work (often behind the scenes) and help each other. They share information and ideas with their digital compatriots.
With a total reach of over 50 million followers, one such group has given themselves the nickname TikTok Titans. They communicate with each other to coordinate collaborations and advertising strategies and to exchange monetization tactics.
Srikar Karra (who has 5 accounts with a total reach of over 3 million) is a member.
According to Karra, the TikTokTitans are working together “to find out what actions are suppressing or increasing video performance with the algorithm. Money is of course a big topic of conversation. We always give tips on monetization. "
The greatest influence of collaboration was collective growth. Based on Karra's estimates, the “combined following has nearly doubled. We all deal with each other and duet each other with content. This is helpful because TikTok publishes content when large developers are engaged in posts. "
Related: Rolling Stones rocker turns eco-entrepreneur
Karra believes that most brands don't understand this aspect of social media.
He and his co-workers "don't really care about aesthetics. Brands put too much emphasis on the details and forget the big picture. They try to make the coolest video, but if you don't create anything that engages, none of it is Importance. "
When it comes to social media, most brands put an emphasis on media. Not the social one.
Look at a brand like Microsoft.
They regularly post beautifully produced videos and pictures. Despite having 14 million followers on Facebook, they often receive less than 100 likes per post.
You're missing out on what's really important. They don't participate in the community around them. There is no reciprocity with others. There is no collaboration. Even comments and questions on the Microsoft site are not answered.
Microsoft's approach is in stark contrast to brands that are more socially savvy.
For example, Chipotle has become a social media favorite. They work regularly with content creators, participate in trends, and respond quickly to consumers (rather than just those with a large following).
On Halloween last year they started a #Bodito campaign. They invited fans to post "before and after" TikToks to put on their Halloween costumes. Everyone who wore their costume at Chipotle got a discount, and the top five TikToks got free burritos for a year.
In a way, it was a collaboration with the entire TikTok community.
They reached out to TikTok influencers to get the word out. Chipotle worked with well-known creators such as Zach King, Kombucha Girl, and The Stokes Twins.
It paid off. The campaign generated over 4 billion views.
Tressie Lieberman, vice president of digital marketing at Chipotle, said, "The numbers are huge." This is an achievement seldom (if ever) seen for brands on social media. This is no accident, however – it's a natural by-product of a focus on working with the community.
Before social media hit the market, brands had to focus on the media they were creating. You would invest in high-end productions, commercials that match the TV content that appears alongside the ads. The problem is, they haven't adapted to the two-dimensional landscape of social media. You keep focusing on the media and forgetting to include the social.
If brands want to maintain their relevance, they have to put the social at the center of their actions. To do this, they need to work with the community around them. It cannot be an afterthought. Otherwise, no matter how big they seem today, they will soon be in the dust.
To fit John Lennon's words (very easily), brands “didn't need any help from anyone in any way. But now those days are over. "