Mastering the Message: A conversation with Curtis Midkiff, Director of Brand Marketing, Partnerships, and Social Engagement at 23andMe
To gain insights into how industry leaders are adapting to these changes, I recently sat down with Curtis Midkiff, Director of Brand Marketing, Partnerships, and Social Engagement at 23andMe. Our conversation shed light on effective strategies and emerging trends that are shaping the future of communications.
The past few years have brought significant disruption to the marketing and communications community. Traditional methods have given way to digital-first approaches, and brands must now navigate an environment where consumer expectations are higher than ever. Curtis emphasized the importance of adapting strategies to thrive in this dynamic landscape.
"Some people are thriving, while others are not. It’s interesting to see the difference and learn from the various strategies being employed," Curtis noted. This adaptability is crucial for success in 2024 and beyond.
In our discussion, Curtis highlighted the importance of leveraging social media channels to disseminate different aspects of 23andMe’s message. For Curtis and his team, platforms like LinkedIn and Twitter play a pivotal role in updating audiences quickly and effectively.
"LinkedIn and Twitter offer us an opportunity to quickly update people on everything that's happening. We’re in the middle of articulating our purpose in health, and sharing that on social is exciting," Curtis explained.
LinkedIn has evolved far beyond its original function as a job-seeking platform. Curtis shared his enthusiasm for LinkedIn’s transformation into a space for brand engagement and thought leadership.
"LinkedIn is doing a lot more to make itself a sticky platform. It encourages thought leaders to share their expertise and creates micro-communities," Curtis said. He highlighted how LinkedIn allows brands to celebrate their wins in a way that feels natural and appreciated by the audience.
For 23andMe, LinkedIn has become a crucial tool for sharing significant achievements and engaging with industry professionals. Curtis pointed out a recent example where a major announcement in their therapeutics department garnered substantial attention and engagement on LinkedIn.
The demand for raw, authentic content is on the rise, and this trend is reshaping how brands communicate. Curtis emphasized that audiences today appreciate more genuine and less polished content, both in the B2B and consumer spaces.
"I think that reflects a bigger trend in social, even on the consumer side," Curtis observed. He noted how platforms like TikTok and long-form podcasts are thriving due to their authenticity.
Engaging with niche influencers and thought leaders has become a cornerstone of effective communication strategies. Curtis emphasized how 23andMe leverages internal experts by connecting them with influencers to create authentic and engaging content.
"We have some geniuses in our building – experts in genetics, health, and research. Our job is to connect these experts with influencers who can help translate their knowledge into engaging content," Curtis explained. This approach not only amplifies the brand’s message but also adds a layer of credibility and authenticity that resonates with audiences.
Curtis highlighted the importance of finding influencers who genuinely align with the brand’s values and mission. Authenticity, he noted, is paramount. "It's not just about reaching a broad audience; it's about reaching the right audience with the right message," he said.
Consistency is key once the brand’s voice is identified. Curtis stressed the importance of maintaining this voice across all platforms. "Every piece of content needs to align with the brand's identity. This builds trust and strengthens the brand’s presence," he said. Achieving this consistency not only fosters a loyal audience but also solidifies the brand's impact in the market.
The journey to finding and sustaining a brand’s voice is one of experimentation and patience. It’s about understanding your audience, consistently delivering value, and maintaining authenticity in every interaction. This process is akin to a DJ perfecting their set to energize the crowd – it requires a deep understanding of the audience, a willingness to adapt, and a commitment to consistency.
For communications professionals, the takeaway is clear: embrace the disruption as an opportunity. Use it to refine your strategies, engage more deeply with your audience, and leverage technology to streamline your efforts. The brands that succeed will be those that can authentically connect with their audiences, tell compelling stories, and consistently deliver value.
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Nima Olumi
Founder & CEO
Moritz Hain
VP of Client Relations
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