Today, over half of the world (4.89 billion people) use social media. A pretty staggering number, right? What’s more, a typical social media user spends an average of 151 minutes per day scrolling through their feeds. Given all of this, it’s easy to understand why most brands are active on social media today. There’s a huge opportunity to grow your brand awareness here, especially if you follow the right strategy.
So how can you cut through the noise and make sure your brand stands out to the right audience? Let’s go over a few tips that will help you get the most brand awareness out of our social media efforts.
Choosing the right platforms
Right now, there are over 120 social media platforms out there. Thankfully, your brand doesn’t need to be on all of them to have an impact. Remember the phrase, “more isn’t always better”? That’s a good mantra to keep in mind when you’re choosing the platforms you want to be active on.
With so many options, it’s okay to be picky here. To help you get started, consider the strengths and weaknesses of each platform, along with the demographics of its user base and how easy (or difficult) it will be to get your content in their feeds.
Of course, just because one platform is popular doesn’t mean it will necessarily be a good fit for your brand. For instance, if you’re an HR consulting firm targeting c-suite teams, your content might be more suited to LinkedIn than TikTok – despite it being the fastest growing platform out there right now.
One last note here: While we think it’s important to be somewhat picky here, try not to put all of your social media eggs into one basket. As platforms grow and change, they may no longer be suitable for your brand. For example, you don’t have to look very far to see plenty of brands that either paused advertising or left X a.k.a Twitter entirely after controversial changes to the app and its leadership.
Creating a brand persona
Brand recognition = brand awareness. There’s nothing that builds brand recognition faster than a unique, memorable brand persona. Think of this as the voice and POV of your brand. What – or who – does your brand sound like?
Nailing your brand’s personality is one of the most important parts of building a rock solid social media strategy. Knowing your target audience inside and out can help – after all, it’s much easier to develop a brand persona that will resonate if you know the kind of people you’re looking to reach.
But what if you have multiple audiences? No need to fret. You’ll just want to develop a more flexible brand voice that can speak to your different audience segments. For example, you may showcase more of your brand’s fun, humorous side on TikTok, while your LinkedIn presence may be more focused on product updates, internal news, and informative content.
Publishing authentic, consistent content
If you want to thrive in today’s over-saturated market, your brand needs to be consistently producing high-quality, engaging content.
You can start by focusing on topics closely related to your particular niche. For example, if you own a plant shop, you can share information on various plant species, as well as helpful tips and tricks on how to take care of them.
Pre-measured templates are an easy way to start building on-brand content at scale. At Marq, we’ve got a library full of social media templates to get you started.
Lastly, a note on consistency. You can post the most amazing content, but if you’re only posting a few times a year, you’re not going to be able to build the kind of brand awareness that a more active account can. If you’re irregular or inconsistent with your social media branding efforts, your audience might forget about you. (Plus, your absence and lack of posts might even make them think you’ve forgotten about them, too!)
If you can’t post consistently on a regular basis, try using scheduling tools. Schedule your posts at peak times when your followers are most active. This will give your content the best chance to gain visibility and momentum.
Building brand awareness through audience engagement
If you look at successful brands on social media, the vast majority of them interact regularly with their audience. They start conversations, ask questions, and interact with their fans in many of the same ways you might interact with a friend.
Intentionally engaging with your audience can have an incredible impact – not only driving brand awareness but helping people build an emotional connection with your brand.
Here are just a few methods for drumming up engagement on your socials:
- Host giveaways or promotions with branded hashtags
- Sprinkle in user generated content into your social calendar – and encourage your followers to tag you in their own photos for a chance to be featured
- Partner with local or micro-influencers to build a sense of community around your brand
- Respond to audience comments, questions, and concerns to create trust
It’s not enough to simply have a social media presence anymore. Any brand can publish content, but those that truly go above and beyond have the chance to cultivate a level of brand awareness that rivals the world’s leading companies.
Want to streamline your social media content creation? Check out our template library and start designing on-brand today!