Using social media to leverage your brand isn’t an easy feat. There is no one-size-fits-all set of rules, what with all the different sectors out there – for example, you wouldn’t see McDonalds applying the same strategies as ScrewFix. Whilst there is no formula you can apply to get immediate tangible results, there are long-term practices you can put in place and adapt to work in conjunction with your product or service. Read on to find out more…
Put the platforms in order of priority according to your brand/product
Certain social media platforms have particular purposes that may suit your brand more than others. For example, if you’re in hospitality or design you might fare better on Instagram than a company who sells despatch labels or gravel….! Instagram offers a selection of aesthetic filters and editing tools to enhance images but does not place copy at the forefront (yet… we predict this will be something new in 2019 perhaps…).
When you’re using several different social media platforms, it’s essential to present a uniform front across the board. This means using the same colour schemes, tone of voice and concepts whilst still allowing for a variation on a theme. An example of a global brand who do this very well are Coca Cola, who have effectively given their various products the unique identities they need to be a success, whilst still holding the umbrella of the Coca Cola brand over the top of them all. Their ‘Share A Coke’ campaign was a particular success with Instagram, as the platform complimented the concept: tag your friends, make them feel special. This simple idea worked because it is innate to the personal rapports we search for when we use Instagram for personal use. Nice work Coca Cola.
Don’t be afraid to show the light-hearted side of your brand
Even if the product or service that you offer isn’t particularly ‘fun’, you can still put a relaxed spin on some of content you put out. Take Compare the Market – their famous ‘Compare the Meerkat’ play on words has been taking the country by storm for the past few years….and it’s a price comparison site! Many people talk about the ‘5:3:2’ rule, which business.com define as being as follows:
- 5 should be content from other sources that are relevant to your audience.
- 3 should be content you’ve created, that’s relevant to your audience.
- 2 should be personal, fun content that humanises your brand to your audience, to be referred to as ‘humanisation’.
This is a good place to start if you’re getting to know your audience on platforms like Facebook, Twitter and Instagram, allowing you to identify the type of engagement that your users enjoy the most – you can even mix the fun content in with the business-orientated types.
If you would like more information about the social media and brand-orientated services we offer here at Hooked On, please do not hesitate to contact us.