Social Media

What is the Power of Incorporating Social Media into your Packaging?

What-is-the-Power-of-Incorporating-Social-Media-into-your-Packaging

How Packaging is The Primary Vehicle for Brand Communications

It’s not uncommon to associate packaging mostly with functionality and less with its marketing capabilities. And yet, the current social media trends prove it wrong. Let’s not forget that the whole experience of packaging is far more personal and intimate than we’d like to admit.

There’s a lot of anticipation involved in waiting for and finally unwrapping a parcel. It’s something we all can relate to no matter our age, demographic, culture, or personal preference.

Incorporating Social Media into your Packaging

To give it a final confirmation stamp – we have an explosion of unboxing videos. People love these videos as it gives them a way to live vicariously through others. There’s a visceral pleasure to unboxing an item; much like a gift.

That’s where social media comes into the picture. When you combine the power of packaging and social media elements – the possibilities for marketing, expansion, and branding are limitless. 

Why Social Media Matters

Every Customer is an Influencer

Today a typical consumer has a potential audience for almost anything he does. It could be a trip to the Maldives, going to the movies, or sharing their latest purchase online. People want to capture and share these tiny but special moments with others.

And so, whether brands admit it or not; every single customer is a potential influencer. And treating them as one through brand interaction and packaging could be a huge uptick in earning lasting customer loyalty.
There is where flexible packaging solutions could play a tremendous role. It’s an opportunity for brands to express that they care about customers. Sophisticated packaging tells that an elevated customer experience is just as important as the actual product. Apple is the best example of always giving a sophisticated packaging experience.

It’s these little touches that make you memorable, not just to the customer but the audience they share the product with. And, what brand doesn’t love being memorable and having the recall value!

Incorporating Social Media on the Packaging is GREAT

Today every brand must incorporate social media icons and information on custom prints and boxing. It’s one step closer to enabling/encouraging customer communication. No need to write long, tedious emails or place cold calls. Social media has taken the pain out of interacting with customers. 

Incorporating social media information on packaging not only allows for suggestions and feedback, but customers can reach out to ask any queries directly with the brand.

Humanizes Your Brand

Packaging can go a long way in humanizing the brand. Let’s say a person wants to know more about a brand. All they have to do is follow the social media tags on the packaging and all relevant information would be available in no time. 

Just a simple box can be a tool for fostering interaction and building an online community. You’re no longer a faceless brand. You now have thousands of other people connected to a shared online space. What’s more human than that?

It’s Interactive

An interesting hashtag on a custom package is kind of fun and interactive. By conducting hashtag campaigns, brands can encourage customers to discover their brands more easily and find any information they want. It also initiates a dialogue back and forth where you listen to the customers and they listen to you. 

It Shows That You Care

These little touches like incorporating the social media icons and sharing unique hashtags on the packaging show that you’re thoughtful. It shows receptivity on part of the brand. That you’re open to suggestions and feedback.

How to Make Yourself Stand Out?

Custom packaging is your answer. Look at your packaging as more than just a container. Use it as a vehicle to engage customers and show what your brand is truly about. Add a visually memorable touch to the package. Use it to tell a curated brand narrative. Tell a story. 

Putting Your Brand Front and Center

It’s important to put your brand name and logo at the front and center of the packaging. The goal is to spark recall value and instant brand recognition. Remember, you’re probably competing with hundreds of other generic brands. 

When you see someone scrolling through their social media feed, make sure the packaging is appealing enough for customers to pick up on key identifying features and subtleties within a glance. Pinterest and Instagram are big on visuals and aesthetics. But, since feeds are crowded – you have a somewhat high bar for success. 

Make sure to incorporate fun graphics, eye-catching logos in attractive colors that are easy to remember. These are the only ways to capture attention spans. The customer may not know it, but the next time they see your product, their memory will fetch those aesthetics they saw through the feed. It could be a  huge player in influencing the buying decision.

Consider this While Designing your Packaging

First off, be sure that you’re present on every popular social media platform. Then use your social media icons and place them on the custom box packaging. 

Often brands struggle with where to place those icons? Should they place it on the left, right, top, bottom, where? Ideally, it’s best to place them somewhere on the lower end; either right or left. It’s also good to wrap the actual product in custom tissue paper that has your brand logo all over the place in fun colors.

Here’s an example –

  • Next, you need to start a hashtag campaign. Brainstorm a couple of brand-relevant hashtags that are easy to remember yet smart. Customers love to use hashtags while sharing their products online. Eg – #abcorganicsoap
  • Grow hashtags feed via your network. Ask people to share your product with the new hashtag
  • Monitor the campaign on social media and thank customers on comment threads. Ask about their experience. Get the conversations started.

Bottom Line

With social media, possibilities for branding and promotion are endless. When you throw custom packaging into the mix, you never know where it might take you.

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Official Editorial Desk of HighlightStory.com

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