Facebook Fans are SnobsThink of the perfect online marketing scenario. Does it read a little but like 45.2% engagement? Maybe, in a perfect world. But there is someone who has managed to achieve that and it’s the illustrious Burj Al Arab hotel in Dubai. Surprise, surprise; the only 7 star hotel in the world.
Would an airport hotel get that? Or the local café? Probably not, but why? The simple fact is Facebook fans are snobs.
Aspirations of Grandeur
When people are online, they are carefully crafting an online identity to show the world. In many cases it’s partially or completely fabricated, you could be a crime-fighting vigilante if you wanted or you could just casually suggest that you stay in luxurious hotels like the Burj Al Arab.
At any one time there are an average 2,354 people talking about the Burj Al Arab on Facebook. How many of them do you think have, realistically, ever stayed there? The Internet makes so many things possible and one of them is aspirational idea of being whoever you want to be.
Facebook timelines are filled with pictures of fine dining and Pinterest boards are bursting with dream home décor ideas. Aspiration is big on the Internet, it’s everywhere – we’re all dreaming big and we all want the best.
The post popular post the Burj Al Arab has shared was about their fleet, yes fleet, of Rolls Royce Phantoms, which got 1,821 interactions. On average, the Burj Al Arab share once a day and get upwards of 350 likes per post. They know all too well that all 11.4k of their fans aspire to be there.
Since the very beginning marketing has played on this aspiration. The idea you could dream and wish yourself to a new lifestyle of luxury has been the undermining theme in nearly every product advertisement we have seen in our lifetimes.
Marketers feed this aspiration when they share the pictures of their Roll Royce fleet, or they promote the idea that their brand is the best in the world. They show us the pictures of luxury hotels, couture cocktails and private chauffeurs as if to say, “Stick with us and one day all this can all be yours.”
Online marketing strategies love to play to our aspirations, even in business. Businesses build themselves up, promote their brand and give the impression that they’re the best of the best and those who choose to work with them are the best too. And it works, that’s why they do it.
Make it work for you
Making this work for you is relatively straightforward, yet complex at the same time. You have to make your brand, company or service – something people want. Make them want to be like you, work with you or even be near you.
So how do we do that with our online marketing? We can’t all be the Burj Al Arab. But we can look at what they’re doing. The majority of their posts are images, images that feed into the luxury of their online brand and the aspirations of their fans.
The online world is where people can make-believe their dreams have come true. They can flippantly reference a designer coat they’ve seen online as if they passed it up in a shop. They share pictures of beachside dinners as if they eat there every weekend. All you have to do is make it so that it’s your image they’re sharing and your business they’re talking about.
It all comes down to knowing your audience and what they want, and remembering that they only want the best.
If you want to build up your Facebook engagement, you can download our Definitive Guide to B2B Social Media and make your social media marketing work for you.
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