Facebook, Instagram, Twitter, YouTube, Snapchat, TikTok, Pinterest, LinkedIn, and Reddit are among the most popular social media sites in the world. Each one of these platforms has millions of users from around the world.
In 2020, globally, the number of social media users surpassed the 3.8 billion mark. They use these platforms to connect with friends, meet new people, share photos or videos they created, read the news, listen to music or podcasts, and, of course, buy stuff.
That is why social media has become one of the most important tools for marketers. Consumers are all online and spending hours of their day on social media. It is only natural that a lot of marketing work is done on the internet.
A brand that wants to shape its own identity is looking at social media. Many popular brands have successfully cultivated a brand identity that consumers respond to positively. Take, for example, Wendy’s which has taken Twitter by storm by adopting a funny and playful behavior. On Instagram, Glossier has created its own recognizable aesthetic that competitors and copycats have been trying to recreate but fail to do so.
How can brands use social media to develop a strong brand identity? Here are a few tips.
Know Who You Are
No marketing campaign will be a success if the entrepreneur has not identified what kind of brand they want to present to the public.
In that case, having a marketing head or, if you are not ready for a commitment, a fractional CMO, in the team would help. When there is no one manning the marketing campaign and the sales team has to design their own marketing material, the messaging can become confusing. The brand identity would look fragmented without a cohesive strategy that unites the vision and mission of all portions of the company.
An expert will be able to identify a brand voice based on what the entrepreneur and their team want. The brand, for example, can have a youthful style and tone if it caters to young consumers. If the primary audience is professionals, a more formal tone is required.
You Do Not Have to be Everywhere
Your social media presence does not have to be all reaching. You can choose one and then invest all your efforts into gaining a following in that one site. Users interact with each social media platform differently and, therefore, what might work on Twitter may not receive the same warm welcome on Facebook or LinkedIn.
A good example is Denny’s. Although the diner chain has social media profiles on many platforms, it does not bring its Twitter antics on Facebook.
The brand knows that tweeting “couch potatoes are best when baked” would not exactly go well among users on Facebook. On Twitter, however, it received over 500 retweets and nearly 2,500 likes.
Pick one social media platform and do it well.
Be Careful with Who You Work With
While doing social media marketing, you will encounter so-called social media influencers. These are the people who make money by partnering with brands and promoting products to their huge following.
In most cases, this strategy leads to an increase in sales. It boosts brand awareness and visibility. Many consumers also trust the celebrities they admire for recommendations.
However, if the partnership does not make sense, it will only make the audience scratch their heads in confusion. Brands should never enter into a professional relationship with any influencer with a huge following. The brand and the influencer should exist within the same industry.
For example, for food products, having a food reviewer on YouTube or Instagram as an endorser makes more sense than, say, a model who mostly posts about fashion.
The influencer’s reputation and values in the industry should match the brand, too. A brand that purports to be eco-friendly may want to stay away from influencers that regularly promote consumerism or products that directly harm the planet i.e. bottled water.
Establishing a recognizable brand identity takes a lot of work. However, it is all worth it because it creates strong brand awareness and helps the business gain a loyal following.