Social media offers a variety of benefits to both the business owners as well as audiences. It can be used for different purposes. Be it selling your product or service or finding your ideal client. Social media allows you to fulfill all your objectives. Social media branding can help you in creating a unique image for your brand.
You can use the platform of social media to build a connection with your audiences. It doesn’t end here. You can even use these social networking sites to establish a brand identity for your brand.
In this continually changing world of digital media, increasing brand awareness on social media can be daunting. However, various Indian brands are actually nailing it on social media. Zomato, Netflix, Durex India, and many others are using social media like no other. Amul’s topical posts always have a message and something that is heart touching.
It is not just the brands that are leveraging this platform. The government agencies are also making full use of these sites.
Rajasthan Tourism, on their social handles, has been beautifully providing travel-related information. We are not saying that social media is suitable for your business. Even one mistake on social media can also ruin the reputation of your business. We all are aware of the Zomato agent eating food, which was meant for delivery.
It is crucial to understand how you want to represent your brand on social media and what are the branding strategies you should follow to reach your target audiences.
Follow the below mentioned social media branding strategies and create a brand personality for your brand through social networks:
- Choose the right platform
The first and foremost important thing is to choose the right social media platform for your business. There are hundreds of social media platforms out there. It is not essential to be on all the platforms. Don’t jump into all of them. Instead, do some research and find the platform that best fits your business.
Choosing the right platform is one of the biggest challenges that you’ll face. But it is crucial to understand that not every platform will be the right choice. For example, if you’re a real estate agent or a steel manufacturer owner, then Tumblr might not be the right choice for you. LinkedIn would be a good choice in this case.
Target the platform that will help you connect with your ideal audiences and will help you achieve your goals.
- Be consistent and post regularly
Many businesses don’t follow a strategy and just post whatever they find at whatever time. Remember, consistency is the key. It is crucial to maintain a time frame and be regular at posting. Social networking sites for creating contact and connecting with your audiences. Make sure you post regularly. If you’re unable to post periodically, try to at least 4-5 times a week.
If you’re on Facebook and Instagram, use stories to interact and engage with your audiences.
Irregular posting can ruin all your social media branding efforts. Post at different times in the initial stages to find out what time works best for you. Check the analytics and review your performance.
- Build a brand voice
Just like human beings, brands need to have a strong brand voice. It plays a significant role and allows target audiences to relate to the attitude and values of the brand. Develop a brand voice in your social media posts. Make sure that all your social media posts are a reflection of your brand’s personality. It should communicate the idea of your brand and should resonate with the target market.
Determining and creating a brand voice might take some time at the start. Invest time in understanding your company culture and your audience to find a voice that fits your brand.
- Optimize your profile
Your social handles represent your business. It is essential to ensure that the logo, bio, and color palette used in each of the social media profile is consistent. Follow the basics of branding and ensure that there is a common thread between all the social media platforms. Keep the profile photo and banner photo the same. If you’re using a video cover on Facebook, ensure that it resonates with your brand.
Brand consistency will help you in building brand awareness. It allows people to recognize your brand. Therefore, it is essential to ensure that all your social media handles align with your brand messaging. More the brand consistency, the better the branding effort.
- Develop a strong visual identity on social media
Visual branding is the visual aspect of your branding efforts. The colors you use, the fonts you choose are some of the things that comprise visual branding. Having a visual identity is essential because it can help you communicate with your audiences. For example, various female-oriented websites use Pink. The color pink is related with femininity and serves the purpose of communication with the targeted audience.
Have you ever thought why Twitter uses blue color or why WhatsApp uses green? There is color psychology attached to every color. Therefore, you must invest some time in developing a strong visual identity.
The visual identity includes the following things:
- Logo Design
- Other visuals
You must create your posts as per the visual identity. Use the same fonts, colors throughout your social media posts. Keep the layout and imagery similar. Create graphic templates. Keep the color palette in mind while developing your posts.
- Connect with Influencers
One of the newest ways of targeting your audience is to connect with the right influencers. Influencers is a faster approach to gain credibility and achieve results from your social media branding. Influencers have access to broader audiences across digital networks. They can help in building awareness and driving more sales.
However, it is essential to choose the right influencer. Celebrity influencers is a great choice and will help you catch the attention. But micro-influencers (people with 5,000 to 20,000 followers) affect the purchase decision the most. Therefore, it is critical to choose the right influencer from the industry. Choose the influencer that suits and serves your campaign objectives.
- Use paid campaigns to promote your content
We are living in times where most brands are aware of digital media and social media. Many brands are leveraging these platforms and performing well. Therefore, you should consider paid campaigns to increase your reach.
You can do paid ads on social networks or do collaboration giveaways with the influencers or celebrities. It will help you gain visibility on these social media networks and will also help in generating leads.
- Post-user-generated content
User-generated content is any contact that is created by the user. Don’t just post about yourself on social media. Include user-generated content in your social media posts. It may include reviews (photos, videos) or testimonials. It will help your brand in many ways.
It will not only increase engagement. But it will also increase credibility and trust. In the beginning, you can reach to micro or nano influencers. You can offer them a barter collaboration and ask them to do a review post for you. Or you can also start a paid influencer campaign. You can even do this before launching the brand to create a buzz around it on social media channels.
- Multiple accounts for different areas
If your organization is large and you have a different set of products, you should consider making different accounts. Don’t mix it up on one channel. For example, if you sell clothing and beauty products, you can make two separate accounts for each category.
Don’t create a clutter posting things in the same account. Have multiple accounts for each purpose and cater to that specific set of audiences. You should also have separate accounts for separate locations. For each statement, make sure to follow all the branding strategies and visual identity strategies.
- Measure your social media performance
Branding on social media seems a bit tricky. It is not limited to posting regularly and using the right hashtags. It is much more than that. Therefore, you must pay close attention to your social media efforts. Measuring the effectiveness of your efforts is a powerful tool.
It is more likely to provide you with the information where you are lacking. For example, you can track the engagement, mentions, and share of your brand on these networks. Measuring will also help you understand if your social media objectives are achieved or not. You’ll get to know what your audiences like or not. Therefore, it is crucial to measure social media efforts and change your strategies accordingly.
There is no such best time to post on social media. You should post at the time when your audience is online. Check the insights and create content which your audience likes to see. Use contests and stories to reach out to more audiences. Always perform a social media audit weekly or monthly.
No matter whether you’re a smaller brand or a corporate organization, you cannot ignore the power of social media. Twitter, Facebook, YouTube can help create your own identity. These sites give you the perfect opportunity to reach out to your target audiences and build your brand.
The above mentioned are some of the social media branding strategies that can help you create a brand on social media. However, it is essential to choose the right approach. For that, you should have clear goals in your mind. List down the social media objectives that you want to achieve. Create a strategy accordingly.
Always have a clear plan in your mind. You may consider creating a calendar for social media posts. It will take some time to build your presence on social media. However, patience and consistency is the key. Use the right strategies and focus on the content. Use these strategies and build a presence on social media.