ProjectsHelping Cohesity go organic
Cohesity has an excellent integrated marketing strategy. But with a resurgence in social organic they wanted to elevate their creative storytelling, creative and social impact.
TikTok has changed the way organic social is created and consumed on all channels. This has fundamentally changed the value of organic content itself.
So it was time to use the power of our multi-departmental collaboration to help create a new way of engaging their audiences.
Organic social is back, bigger than ever
Services provided:
The changing landscape of organic social
Social organic content is experiencing a resurgence due to platforms like TikTok, which have revolutionised how content is consumed and created. TikTok's algorithm favours engaging, authentic, and creative content, making it easier for organic posts to reach a broader audience. The platform’s emphasis on short, dynamic videos has set a new standard for engaging content and where they go, others follow.
Brands are now investing more heavily in organic social as part of the mix as organic content increases brand awareness, recall, and relevance.
Cyber Savvy in 60
The trend of 60-second videos has revolutionised online content consumption by offering quick, engaging, and informative snippets that cater to today's fast-paced audience.
Platforms like TikTok and Instagram Reels have popularised this format, making it easy for users to learn and absorb information rapidly. This approach not only satisfies the demand for concise content but also allows creators to distill complex ideas into simple, visually compelling messages, enhancing both educational value and viewer engagement.
Our Cyber in 60 breaks down industry-specific news and Cohesity products in one minute. Using our fast craft content approach we aimed to leverage key topical moments with rapid production, utilising AI, so we were relevant and timely.
Topical and engaging
Whilst Cyber 60 focused on a value exchange of information, our second stream of organic content looked to engage our audience with topical and entertaining content.
This is because social organic algorithms reward engagements, so a single dimension of content will struggle to get the reach you want. We used the Cohesity social brand values to create engaging social first "reactive" content:
- Genuine
- Playful
- Bold
We worked on a content calendar identifying moments in time that provide a meme moment. The creative and content aligned to those lighter moments in life, designed to entertain, resonate and connect with the audience.
A bold move for an industry that is typified with Cloud and Lock icons, but one that is paying dividends.
