KitchenAid will use different content types to create a more engaging experience for its target audience of millennials. A key content type is video. KitchenAid will display video posts on its three social media platforms, namely Pinterest, Twitter, and Instagram. The short videos will showcase how customers can use the countertop appliances such as blenders, juicers, and food processors. The short videos will reveal key information regarding the operation of the different appliances. Videos are typically more engaging than images and, in this case, will attract a considerable number of millennials on the three social media platforms (Lieb, 2012) . The maximum length of the videos will be one minute since Instagram, Pinterest, and Twitter users like to scroll quickly, given that their time is at a premium.
Another content type is links, which, when clicked, will take users to the entity's website to make a purchase or learn more about the countertop kitchen products. The links will enable KitchenAid to generate a considerable amount of sales revenues from users who choose to click on the links found in the entity's social media platforms. Another type of content that will be used by KitchenAid includes images. Each image will display a single product, the product features, and the sales price. In this sense, the entity will create images for a tabletop oven, blender, juicer, and food processor. The images, displaying visual content, are highly digestible for Instagram, Twitter, and Pinterest users who like to scroll quickly through content. Images are easy to create and edit and, in this case, will suit millennials who are accustomed to edited pictures and those with filters.
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Messaging Guidelines
KitchenAid will ensure that its video length is short, preferably 1 minute. The video content will match the three social media platforms, including Twitter, Instagram, and Pinterest. For instance, those on Pinterest and Instagram will have a higher resolution than those on Twitter. The video descriptions will highlight the type of product being demonstrated. Short descriptions will ensure that millennials are attracted to the video content, given that such individuals are keen on scrolling quickly and spending as little time as possible on each post. The brief messaging will allow KitchenAid to meet its campaign goals, including increasing the awareness of its products among millennials and realizing a ten percent increment in its main countertop products. The strong call to action will match the campaign objectives. KitchenAid will ensure that it has colorful texts in its images to maximize content effectiveness, specifically among millennials. Such individuals are highly responsive to colorful materials, and color contrast can elicit powerful feelings from them. In this sense, millennials will feel an attachment to the brand leading to increased awareness.
Legal Issues
KitchenAid may encounter various legal issues due to its generated content. A key legal issue is being sued due to copyright or trademark infringement. KitchenAid may generate its content on its social media platforms using copyrighted or trademarked content. For instance, the entity's logo, which may be found in the image advertisements, may be similar to those of another company. Such a scenario will constitute trademark infringement. KitchenAid may be responsible for copyright infringement if the text found in its advertising content is not original (Baase, 2013) . In these cases, legal action may be brought against the entity by the aggrieved firm. If found guilty of infringement, KitchenAid may be required to pay hefty fines.
Another legal issue may arise from FTC violations, specifically if KitchenAid does not clear contracts with the paid influencers and check their posts regularly to check for compliance. The FTC can go after KitchenAid if its paid influencers do no reveal their dealings with the company. Breach of FTC laws will lead to heavy fines for KitchenAid.
Another legal issue that KitchenAid may encounter includes violation of privacy policies. The content created by KitchenAid, for instance, links to external content, may direct consumers to the entity's website. The website may collect the user's personal information without informing them of how it will be used. In this case, the user may bring forth legal action against the company for breach of their privacy.
Ethical and Cultural Issues
The creation of online content that can be accessed by individuals of all genders and ethnics groups brings about ethnic and cultural problems. A key ethical issue is related to exaggeration. The entity may use language that exaggerates the features or uses of the product being promoted. In this scenario, such exaggerations may deceive consumers who might purchase KitchenAid's products as a result of the outlandish claims. KitchenAid can avoid this ethical issue by using clever and honest language that reveals the truth about its products. A key cultural issue is the use of slang, which may not resonate with all individuals from different ethnic backgrounds. The entity may use language that degrades individuals from one ethnic group. The language may also be offensive to individuals from one gender or sexual orientation. KitchenAid's products are designed for female consumers, but the use of language targeting such individuals may not be perceived well by men (Parsons, 2019) . KitchenAid can avoid such an issue by using language that resonates with individuals of all ethnic backgrounds, gender, and sexual orientation. It should use the input of specialists in devising the language for its different content.
References
Baase, S. (2013). A gift of fire: social, legal, and ethical issues of computing technology . Upper Saddle River, N.J: Pearson.
Lieb, R. (2012). Content marketing: Think like a publisher-- how to use content to market online and in social media . Indianapolis, Ind: Que.
Parsons, T. D. (2019). Ethical challenges in digital psychology and cyberpsychology . Cambridge University Press.
