Social media has powerful and undeniable influence in today’s world. In fact, according to Pew Research Center, approximately 72 percent of adults in the United States report being active on at least one social media platform. Currently, the most popular social media platforms are YouTube, Facebook, and Instagram.
In addition, many of these adults are using social media platforms to engage with brands, making it a can’t-miss opportunity for your business. Specifically, Oberlo reports that 73 percent of marketers believe social media marketing has been an asset to their companies, and as many as 71 percent of consumers who have positive experiences with brands on social media will recommend those brands to their friends and family.
How to Use Social Media to Stand Out from the Rest:
- Make sure your branding is on point.
Having an established, recognizable brand will go a long way toward making your company stand out from the competition on social media platforms. In order to develop branding that is on point and engaging for consumers, you need an expertly-designed logo and brand image that always consist of the same colors, shapes, and pictures. All of this imagery should be consistent whenever it is used to represent your brand, and it should also be easily associated with the message you want your brand to send to consumers.
If you’re not sure what to do with your logo once you have it, start by looking for places to display it. The more often consumers see your brand logo, the more likely they will be to remember your brand and your message.
- Be as authentic as you can.
Consumers can tell the difference between authentic and inauthentic content. If you want to stand out on social media and make a good impression on your target audience, you need to be as authentic as possible. Otherwise, you won’t be viewed as trustworthy or reliable, and you may even lose potential customers to brands that seem more believable.
To maintain good brand authenticity, make sure that your social media posts and interactions are always in line with your brand’s values and messaging. Avoid posting or sharing content that doesn’t support your values or is goes against the message you want to send to your target audience. Be true to your customers, aiming to behave responsibly and credibly at all times. Show your support for consumers who are being true to themselves so they know you value their individuality and integrity.
- Be consistent across platforms.
The majority of brands will be active on multiple social media platforms, including Facebook, Instagram, Twitter, and YouTube. Most brands also have an active website that will be connected to their social media platforms. In order to engage effectively with consumers, you need to make sure that all of these platforms have the same consistent look and feel.
This means that you should use the same logos and other imagery on all of your platforms, making your brand easier to recognize and remember. You should also make sure that the content you post and share is always consistent with your brand message. Consumers should have a similar experience regardless of which platform they are using to interact with you.
- Create beautiful, shareable imagery.
One of the most effective strategies you can use to build popularity and influence on social media involves creating content that consumers want to share with family and friends. Each time your content is shared, your sphere of influence grows larger, giving you more opportunities to gain new connections and engage with your target audience.
Users on social media are often highly selective about the content they share. For this reason, your brand needs to be able to create content that will resonate with your target audience enough that they will want to send it on to others. If you are new to social media, or if content creation isn’t your strong suit, it may be best to hire a professional to help you with this aspect of your social media marketing campaign.
- Use video marketing.
The popularity of video marketing has skyrocketed in recent years. In fact, according to Forbes, video content is twelve times more likely to be shared than content consisting of only text and images. Video marketing is particularly important on platforms like TikTok and Instagram, where videos make up a larger proportion of the content.
Some brands shy away from video marketing because they worry that they don’t have a large enough budget or the other resources needed to produce quality video content. However, you don’t have to break the bank to make a good, shareable video. Simply focus on creating quality content that consumers will enjoy or appreciate. If possible, add humor to make your video more appealing.
- Invite your audience to participate.
Social media is a two-way conversation designed to build meaningful relationships. The more your audience participates and interacts with your brand, the more powerful your influence will be. In addition, if you are able to encourage higher levels of consumer participation on social media platforms, your content is also more likely to be liked and shared.
Some easy ways to invite participation include fill-in-the-blanks, questions, surveys, and caption contests. Content that is humorous or thought-provoking usually gets the highest level of participation from consumers. Even if the content you are posting isn’t directly related to your brand’s products and services, it can still have a positive impact if it encourages consumers to engage with your brand directly. Don’t be afraid to show the softer, more “human” side of your brand as you encourage social media users to interact with you.
The use of social media is only continuing to grow, and no brand can afford to ignore the opportunities that come with a powerful social media presence. By following the tips above, you can step away from the competition on social media and become a leader within your niche.