We all know that social media is a powerful tool for businesses to connect with potential customers. But merely existing on social media without a solid strategy is like a person without a personality: unremarkable and easily overlooked. A good social media strategy keeps brands in front of their audience.
However, simply posting is not enough; brands must actively engage and show up on social media. Here’s how they can do it:
Show up with a purpose for your brand
A brand’s purpose is the fundamental reason it operates, highlighting its commitment to making a positive impact on society or the environment.
On social media, brands can showcase this purpose through consistent, purpose-driven content. Whether it’s sharing stories of social initiatives, promoting sustainability practices, or highlighting community involvement, brands can effectively communicate their values. This transparency and dedication to a greater cause is greatly appreciated by Gen Z audiences and differentiate the brand in a crowded digital space.
According to Hootsuite’s 2024 Social Media Consumer Report, a generational shift is emerging in how receptive people are to brands participating in sensitive cultural discussions. Younger generations are increasingly tolerant of brands engaging with topics like politics and gender equity.
Showing purpose can involve partnering with local charities or running campaigns that give back to the community. This kind of engagement fosters a sense of belonging and makes customers feel that by supporting the brand, they are also supporting a greater cause.
Show up to share
Creating purposeful content not only enhances engagement and builds trust but also increases the likelihood of followers sharing the content, thereby boosting visibility.
Shared posts have been shown to prompt consideration behaviours in 82 per cent of people at least once in the last year (Social Media Consumer Report). Content that resonates enough for people to share with their family and friends serves as a powerful form of social proof, influencing others’ perceptions positively.
When users share content from a brand, it acts as a personal endorsement, which can be more influential than traditional advertising. For instance, a heartfelt story about how a brand is making a difference in the community can go viral, reaching a wider audience than the brand could achieve on its own. This organic reach amplifies the brand’s message and builds credibility.
Additionally, encouraging user-generated content (UGC) is another effective way to show up. By inviting customers to share their own experiences with the brand, businesses can create a vibrant community of advocates. UGC is often perceived as more authentic and trustworthy, further strengthening the brand’s reputation and appeal.
Make your brand show up consistently
Maintaining a consistent presence on social media while avoiding the pitfall of spamming customers requires a delicate balance.
Brands must focus on meaningful interactions that add value to their audience’s experience. This can be achieved by actively listening and responding to followers, personalising communication, and engaging with potential customers in a clever way.
Consistency doesn’t mean posting every day at the same time; it means maintaining a steady rhythm of content that aligns with the brand’s voice and values. This keeps the audience engaged and reinforces the brand’s identity.
Brands should leverage social media analytics to understand what types of content resonate most with their audience. This way, businesses can refine their strategies to ensure they are consistently delivering content that their followers find valuable.
Show up with innovation
To stand out in the digital realm, brands must embrace innovative technologies such as mixed reality and augmented reality (AR). Being innovative allows brands to continually evolve and stay relevant in the eyes of their audience, helping nurture and grow followers.
Innovation technologies offer immersive and engaging ways for brands to connect with their audience. For instance, a beauty brand might use AR to allow users to virtually try on makeup, providing a fun and interactive shopping experience.
Innovation doesn’t always have to be high-tech. Creative campaign ideas, unique collaborations, and fresh approaches to storytelling can also set a brand apart.
The key is to keep experimenting and adapting to new trends, ensuring the brand remains relevant.
It’s crucial for brands to actively engage on social media with a clear strategy. Simply being present isn’t enough; brands need content that is purposeful, engaging, and builds trust, encouraging followers to share it with others. Consistency in posting helps maintain meaningful interactions without overwhelming the audience. Innovation keeps brands relevant and appealing to followers. By showing up on social media, brands can foster enduring relationships, positioning themselves for sustained growth and influence in the dynamic digital world.
By Reine Jalloul, Creative Strategist at Hashtag
