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Implementing social media into your brand’s marketing strategy may seem a daunting task. With a variety of platforms at your disposal, it can be difficult to determine which are right for you and how to optimize your performance across these ever-developing platforms. Here are a few things to consider as you develop your brand’s social media presence.
Manage your expectations
Before we dive into the nitty-gritty of leveraging social media for marketing we must touch on the fickle and ever-changing nature of social media platforms. Apps come and go, trends ebb and flow, and algorithms are constantly changing. It is important that you understand the implications of this before embarking on your brand’s social media journey. You may be an overnight sensation, or your growth may be slow and steady. Neither is any better than the other. Focus on being flexible and creating quality content consistently.
Finding Your Niche
While you may be initially inclined to create content that appeals to the masses, you may find it more beneficial to cater it to a specific audience. Finding your niche and understanding your desired audience will allow you to create a more targeted growth strategy. Once you’ve found your niche, capitalize on what makes your brand unique. What’s going to keep your audience engaged and coming back to you specifically over your competitors?
Picking Your Platforms
From Instagram to YouTube to Twitter… or rather X as it’s now known, There are a plethora of social media platforms to choose from, each with their respective benefits and drawbacks. So, which is right for you? While the topic of picking a social media platform for your brand could be an article of its own, here are a few things to keep in mind when considering if a platform is right for you.
Instagram:
- Appeals to variety of demographics
- Primary audience millennial and gen z
- Post videos, photos, go live, direct message
- Sell goods through Instagram Shop
- While both long and short videos can be posted on Instagram, videos under 1 minute and 30 seconds through reels are most common.
Facebook:
- Primarily for more mature audiences (Primary age group 25-35)
- Post photos, videos, updates, go live, direct message through messenger
TikTok:
- Primarily audience millennial and gen z
- Post photos, videos, go live
- Sell goods through TikTok Shop
X (Formally Twitter):
- Primary audience millennial and gen z
- Post, photos, videos, polls, updates, link other content
Youtube:
- Appeals to variety of demographics
- Post long videos and shorts, community posts, can go live
Developing A Strategy
Now that you’ve found your niche and decided which platforms you’d like to focus on, it’s time to develop a marketing strategy and posting calendar. A good place to start is with a little research.
Find similar creators and brands and see what works for them. You can adapt their strategies to best fit your brand. DO NOT COPY THEM! Other brands and creators may serve as inspiration but copying another creator is highly unethical. Besides, your goal is to distinguish yourself from your competitors. I would actually implore you to think of them less as competitors and more as fellow creators. If you all have something unique to offer, there’s space for everyone.
Another tip is to stay up to date with the latest trends within your niche. Show your audience that your brand is keeping up with the newest developments within the community by adopting these trends into your social media strategy.
Returning to the development of your posting calendar, remember to keep things manageable. It’s better to post once a week consistently than to post five times in one week without an ounce of activity over the next month. Show your community that you are just as engaged as you want them to be. This means interacting with comments, replying to messages, and being consistent about it.
Implementing Your Strategy
Congratulations! You’re ready to implement your brand’s newly developed social media strategy. But remember, things don’t end after you hit the post. You should be regularly reevaluating your performance and engaging with your audience. Check your video statistics and audience engagement to see what’s working and what’s not. As I mentioned before, social media platforms and the trends they breed are ever-evolving so stay flexible.
Conclusion
Though daunting, social media has in recent years become an indispensable tool in the growth of brands and creators. It allows one to add a more human element to what may otherwise seem a faceless brand. You’ll be able to connect with your audience on a more personal level through interactive posts and drive brand visibility. While there are strategies that you can implement to give your brand’s social media platforms the best chance of success, it is important to remember that like in many other circumstances, growth is not a constant upward climb. There will be ups and downs. Be flexible, be consistent, and be patient.
