H&M Demonstrates Attributes of Compelling Social Media Content

During our Feb. 1 class meeting, we discussed four traits of compelling social media content:

• Relatable: Audiences can identify with the content
• Digestible: Audiences can easily scan it; content is visual, not too text heavy
• Timely & Relevant: Content connects to current events or conversations the audience is engaged in or aware of
• Incites Emotion: Content makes the audience feel something (e.g., joy, sorrow, fear, hate, love)

The participation activity challenged you to find examples of compelling social media content and describe how it exemplified these traits. Two students selected H&M’s video content—one of which we discussed thanks to email roulette (above) and the other here:

Do you think H&M considered the PESO (Paid, Earned, Shared, Owned) model with this content? How might this content fit into a broader, integrated campaign?