Does the title sound familiar?
Alright how about this photo? Ring a bell yet?
For those who got it, a round of applause for you! For those who do not know, this person right here is called Nusseir Yassin, better known as “Nas Daily” on his social media accounts.
With approximately 14 million followers on his Facebook Page, 1.4 million followers on his Instagram account and over 500k subscribers on YouTube, Nas Daily has taken the internet by storm through his video blogs (or “vlogs”). A distinct feature that sets him apart amongst millions of “vloggers” out there would be his unique approach on sharing interesting stories around the globe, in 60 seconds. Hence the tagline, “That’s 1 minute, see you tomorrow”, at the end of his videos. In my opinion, doing it in 60 seconds is quite an incredible feat already, not to mention doing it EVERY SINGLE DAY.
Here’s one of his videos for your reference.
According to a TEDTalk by Teresa Heath-Wareing, “Social Media is dubbed one of the worlds fastest moving industries”. Especially for businesses and marketers, social media has changed the way we market our products, the way we identify our customers and the way we communicate with them.
In this case, Nas Daily has very cleverly used social media to his advantage by simply documenting his journey around the globe, spreading positivity and tackling topics that are less talked about. As we speak, most of his one-minute videos has already garnered millions of views, with global audiences. Now, give this man a clap!
What intrigues me the most from a marketing perspective is, how his success is very much due to the influence of social media. It goes to show how much impact social media can make if one utilize it the right way and for the right reasons. An example would be how Nas Daily is using his influence for the greater good such as spreading awareness on global warming issues as seen below.
According to Hootsuite, social media can be very beneficial to businesses in various ways.
If we take a look at the statistics above, almost half the world population are active social media users. Thus, as Christina Newberry mentioned, “If you’re not taking advantage of social media, you’re missing out on a fast, inexpensive, and effective way to reach almost half the world’s population.”
Relating this to Nas Daily, 3 ways that he has fully utilize social media as a marketing tool would be by:
#1 INCREASING BRAND AWARENESS
Again, with almost half the population on social media, it is easiest way to target potential customers. On top of using Facebook as his main platform, Nas Daily creates brand awareness by producing content that are authentic and relatable to his audiences. In an interview with Marketing, he said that “The more relatable it gets, the more shares you get”. Also, he uses a very consistent voice to deliver his message to his audiences, which helps in keeping his content relatable.
#2 HUMANIZING HIS BRAND
Looking through all of Nas Daily’s content, it is eminent that he likes to incorporate people into his videos which is a great way of reflecting his brand values and creating human connections. In the words of Christina Newberry mentioned, “The ability to create real human connection is one of the key benefits of social media for business.”
#3 GOING VIRAL
The nature of Nas Daily’s content is authentic. He explores topics that are usually unique and somewhat sensitive. This naturally intrigues his audiences which then leads them to interact through liking, sharing and commenting on his videos. In turn, the entire response has led to most of his videos garnering millions of views.
However, is it really all sunshine and rainbows behind the successes of social media marketing? Well, in my opinion, it is definitely not. The existence of social media has greatly increased the way we can market a product or service, which makes it very easy for businesses and marketers to go over the top with their marketing campaigns. In turn, having the campaign backfiring on them. A very good example would be the infamous E-Pay “brownface” advertisement, which caused a huge stir among Singaporeans. You can check out the article here.
Thus to end off, as the world continues to become more digitalized, using social media as a marketing tool will only continue to rise. As mentioned by Thrive Global, “In the coming years, social media will take over other conventional styles of marketing and business. Experts are working to utilize social media platforms to produce more opportunities and ease for everyone”.
However, is it really the most effective way of marketing? Let me hear your thoughts below!
Cheers.
THE ROCKET MARKETER 
Thanks for the great post! I personally am a big fan of Nas Daily and really like what he’s doing right now, especially how he’s using his influence for the greater good, like you mentioned.
Just to share my two-cents, I strongly believe social media marketing or any other online marketing tools will be more applicable in the future as the world moves forward, however, there are still gaps that digital marketing will find it difficult to fill.
For instance, traditional marketing tend to promote face-to-face interactions, allowing businesses to cross paths with potential customers/clients. Thus, I feel that although digital marketing is indeed effective, traditional marketing should not be taken too lightly either.
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Thanks for the reply Alex! I totally agree with your standpoint.
I believe a good balance between digital and traditional will be beneficial to businesses. Of course, it also depends on the business’s needs and objectives. Also, by integrating both methods, what we get is diversity, and diversifying our marketing strategies allows for long-term growth as well.
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I feel that there’s no one solution for any problems. As social media marketing plays a significant role in today’s society, there are bound to be people who are not as tech savvy as others. So traditional marketing still has a significant impact. Another point would be as most companies tap on social media marketing or digital media as a whole, it creates an overcrowding effect thus competition arises. Traditional marketing on the other hand becomes a more playable field.
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Hi Jeslyn, thanks for your reply! Interesting perspective indeed. To add on to your point, as digital spaces gets more crowded, digital marketing strategies has to be much more creative in order to stand out amongst competitors, and to carve out a niche to cut through all the digital static.
While traditional marketing on the hand, like you said, becomes a more playable field. Also, for traditional marketing, businesses generally only need to find out their target group and come up with the most effective way to reach them. Thus, in this particular case, traditional marketing could be a more effective approach.
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Great post! I personally like to watch Nas Daily and i actually follow his content quite regularly. I don’t even have to follow him to view his posts because his posts always get shared and appears magically on my Facebook Feed! I like how Nas Daily uses his social media presence to make a positive impact for the world and this actually influences me in a way to follow him and do my part as well.
As for social media, it can be very powerful and dangerous at the same time. For example, recently the Singapore government announced that DORSCON level has been changed from yellow to orange due to the 2019 nCoV. Singaporeans went into panic mode and started clearing shelves at supermarkets. Pictures and videos of people queuing at supermarkets started to emerge on social media and many Singaporeans follow suit. Back in 2003 when the orange level was announced because of SARS, social media was not as popular this panic mode situation did not occur. In conclusion, I feel that social media is a very powerful tool of marketing and should be used correctly in order to not have any backlash.
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Hi Marcus, thanks for your reply! A very relatable inference indeed. Currently, we live in a world so digitalized that information can spread like wildfire in a short amount of time. A single post regarding the nCov from a government-related Instagram page for example, influenced a bunch of people to take action, like you mentioned, clearing shelves at supermarkets. This goes to show how impactful social media can be.
Hence, the key here then, is how we utilize the right platforms for the right reasons, and how we choose to engage with our audiences.
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Hey there, I am a huge fan of Nas Daily and I am still. I think he makes very meaningful videos and has a strong tagline. I believe there is no one solution to a problem and it’s about working around them to make things better. Social media has played a big part in marketing but I believe that there are definitely people out there who still prefer other methods!
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Hi Mark, thanks for the reply! Yes totally agree that other methods still prevail, in broader terms, traditional marketing.
While we’re at it, I believe “generation” plays a significant role in defining what type of marketing to use. To put it simply, the older generation currently are less digital then the younger generation. Hence, digital marketing might not even appeal to them.
Thus, I believe a good balance of both types would be a great way for businesses to continue targeting their specific target markets, especially businesses whose majority of their target audiences belongs to the older generation.
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hey great post! Good use of Nas Daily as an example, he’s such an inspiration and has made use of social media for so many right reasons. Although convinced, what are some drawbacks of social media marketing then?
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Hi Marvin, thanks for the reply! As a basis, social media marketing exposes the business publicly, which might gain negative feedback from people. This could tarnish the brand heavily.
Secondly, it is very time-consuming. Although usage of social media is free, time definitely isn’t free. A lot of time and effort is needed to craft out the most deliberate and elaborated social media strategy in order to maximize the return on investment (ROI).
Lastly, it doesn’t work for all groups of people, especially when different people uses different platforms. Hence, it is important to identify which platforms work best for your business.
Of course, these are just some drawbacks of social media marketing, you might want to do your own research on it as well!
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