From observing brands interacting with potential and current customers, trouble with content strategy can typically arise in the categories of inconsistency with the content streams, or lack of two-way and personal communication with the audience. It is crucial for brands to communicate the content of their message in a way that aligns with their organizational goals, yet also choosing the correct media type based on the target audience and their media consumption trends and preferences. Failing to do so is not taking the most advantage of the tools at the business’s disposal and leads to lower brand retention and conversion rates among the target audience. An example of this would be a financial company posting a bulk of its content to YouTube, a platform where media richness is the key to growth, however, the content's message is unable to provide those desired visuals, leaving the end product with the inability to capture what the company is intending to get across. A key principle in marketing and communications is using tactics that allow the end-user to give feedback, whether it be about a specific product, a brand, or an institution as a whole, obviously to be able to capture insights from the consumer perspective, but more importantly – to make the user feel heard and involved in the process. Utilizing platforms like Twitter and TikTok where the brand can communicate to the audience as one of them makes the user experience turn from being a generic advertisement to one where they feel like they’re behind the wheel, and the brand is there with them in the passenger seat to solve their problems while generating interest and excitement for the brand.