There is a frequent churn in the social feed, and stale content is replaced by fresh content. The attempt is to remain evergreen in campaigning. We have to capture the young audience and arrest its attention. There is no focus just on the next brand but on the entire internet.

At times, the phrase used is to go dark. There is nothing sinister or illegal about it. You come back later after a break. There are corporate brands and people brands. Corporate brands must follow logic. It should not be just a gimmick. You should not be out of sight for long. However, you can plan a rebrand or a launch. Personal branding is what is said about you in absentia. Going dark is just a way to assess this. There are legacy brands, having so much of consumer speak. Going dark works better for legacy brands.

Going dark on social media arouses curiosity, especially with an invested audience. It is a move that engage them more.

There should be attention to brand continuity while doing this. The come back too should be equally powerful. Or else the whole thing lacks the wow factor. People who love you keep you alive.

Going offline is one way to get noticed. Brands can step back and come later rejuvenated. Brand changes can be introduced by being offline. Absence makes the consumers realise the value of the brand. Marketers become proactive in the whole exercise.