That social networks are important for company communication is something known. What is not so easy is finding the right network for the company and the strategy to follow by the different brands on each of the available social networks. IMAGINA is an independent digital marketing agency based in Barcelona with a national presence. The company, founded in 2015 by Daniel Casanovas and Arnau Sanz, has a team made up of more than 30 digital native professionals who, therefore, know and speak the language of networks. Recently named leading agency in Instagram for the third consecutive year and number one in
Are Spanish companies already familiar with social networks or do some still see it as something very foreign, even not very useful?
All Spanish companies know social networks. Although it has only been recently that the majority have begun to obtain good results and return on investment. In the end, companies have to be where our audience is. Most sectors are already on at least Facebook, Instagram and Linkedin.
Are there sectors that are more inclined to use social networks than others?
This is 100% true; In any B2C sector, being in Facebook and Instagram is essential. Whoever is not there will lose positions compared to the competition. Social networks are going to make food companies sell more through mass distribution, and, without a doubt, they are going to make fashion companies sell more online and retailers have more traffic in stores. Companies have to be present where their potential clients are and nowadays they are all on social networks and on channels like Google.
Does a company that sells to other companies have to be on all social networks or is it enough to be on LinkedIn?
Linkedin is now essential. In a post-covid world, all companies that sell to other companies not only have to be there, but they must also have a powerful content strategy that allows them to stand out from the competition.
Part of the problem with social media is time and resources. Many companies, especially medium or small ones, find it difficult to find time and resources to serve them. Above all, because they see it as an expensive market. Can SMEs be well represented in networks or is it still an exclusive space for big brands?
Obviously, due to economies of scale, large brands and organizations can intuitively amortize it more in the medium term, but it is the ideal space for companies with more than €20M in turnover to stand out from the competition due to interesting costs.
What is the first advice you give to a client who has not yet made the leap to a social network or who has not done very creative work on them? Is there a secret ingredient?
There are three key ingredients: strategy, creativity and performance. We must have experts to help us and understand us, who, first of all, work on our digital strategy. This document has to be our roadmap for all digital work in terms of objectives, action plan and investment to dedicate. Creativity is the second key element because you have to STAND OUT! A very attractive way is to be present with creative content. That, without a doubt, elevates the brand and boosts sales. The third is performance, attractive content has to be seen by 100% of our target audience, we have to reach thousands of potential clients.
Beyond being in them for brand image, are the networks really helping to sell?
Of course. In two very different areas. For brands, it is enhancing their knowledge and explaining the benefits to their customers so that when they are on the shelf they choose one brand and not another. In addition, the potential audience that a brand can access is greatly increasing, and this is already reflected in sales.
In the past we suffered from a social media boom. Now we have seen some hint of new channels, but the situation seems to have stagnated. Will virtual reality facilitate a new boom or will the big players be more or less the same in the future?
The great actors are going to evolve and in fact they are doing so quickly, so you have to move with them. Almost 2 years ago TikTok was irrelevant and now it is a key social network to connect with young people, while Instagram is getting older, and Facebook is the network of networks with a 100% adult audience. Virtual reality is going to help us improve shopping experiences. You can try out a car from home, a new jacket or see how your new furniture will look in the living room.
