Growing your brand’s social media presence can be one of the most effective ways to get tangible results for your business.
So, if you want to succeed, you need to be stepping up what your brand is posting on social media.
Over 4.5 billion people are on social media, according to research from 2022. And that number is only expected to grow: it’s estimated to hit just under 6 billion in four years.
With such a huge number of potential customers, you’d think that brands would be creating high-quality content all the time. Right?
Unfortunately, that’s just not the case. There are too many brands that are using ineffective social media strategies and creating mediocre content.
We get it: brand tone of voice can be difficult to master. Some brands are too formal, others too promotional or too old-fashioned. That’s why we’re here to help.
Below, we’ve outlined four simple and easy ways to boost your brand’s social media presence. They’re all based on the latest best practices to get you the best results.
By the end of this article, you’ll understand what you need to do to create compelling and immersive content.
Plus, we’ll teach you the best ways to keep your audience engaged. And no – you don’t have to spend your whole day on social media!
Ready? Let’s go!
Your content needs to provide value to grow your social media presence
Social media is, at its core, a place for human interaction and connection.
That means that before you get caught up in creating content for your brand, it’s necessary to consider why people actually use social media in the first place.
Very few social media marketing teams are so successful that users go onto these platforms simply to speak to brands.
Instead, they’re there to see the latest content from family, friends or celebrities – or just to be entertained.
Therefore, it’s important to understand that, by nature, brands are an intrusion in this space. This means that to earn its place in users’ feeds, your content needs to be authentic and provide value to your followers.
Authenticity has become increasingly important on social media recently, and this trend is showing no signs of slowing down.
This isn’t to say that brand guidelines are not important anymore. You should still be mindful of the content that your brand is creating – but being a little more candid can go a long way.
For instance, you could think about the kind of person that someone in your target audience would like to be friends with. Then, emulate that persona in your brand’s tone of voice.
This is also helpful for bridging the gap between ‘brand’ and ‘human’.
It does take a little time to build up a reputation – but if you have a good knowledge of your audience, it shouldn’t be too difficult.
Optimise your brand’s content for mobile
We know for a fact that the vast majority of users access social media on their phone.
The downside to this is that you’re probably going to be creating most of your content on a laptop or desktop PC.
Make use of templates – like the ones you’ll find on Canva – to make sure everything you’re producing is in the right format for mobile.
Keep in mind that everything will look different in the mobile app. This is especially the case for Instagram Reels, which have areas of the screen that will be covered by the UI.
We’re not just referring to content, either, but all the media you upload. This includes cover images, profile pictures and videos.
Use tools such as Meta Business Suite, or TikTok for Business. Not only are these really handy for scheduling in advance, but they show a preview of how your content will look in both mobile and desktop formats.
Don’t have a presence on every social media platform
Whilst this might sound counterintuitive at first, there are several reasons behind it.
Firstly, it’s unlikely that your brand will be a perfect match for every platform.
Take Instagram, for example. Since it’s a platform based on visuals, brands selling a physical product tend to do well. The same brand might not do as well on Twitter, which is largely text-based.
It can also depend on who your target audience is. If you’re targeting businesses, platforms like LinkedIn, with a higher number of professional users, would be a safe bet.
By contrast, if you’re targeting personal users, then Instagram, Facebook, and TikTok would be more effective.
Plus, you’ll find the tools on there to be much more conducive for producing the right type of content.
Be sure to keep an eye out for new features though, like those coming soon to Instagram. These could change which platforms your brand is best suited to.
Secondly, unless you have a gargantuan marketing department, you won’t be able to produce the best content on every platform.
This is because it’s simply not as easy as it was 5 years ago to get good results on social media.
Competition is fierce, and algorithms have adapted to this. So what does this mean for your brand?
Rather than doing a mediocre job on Facebook, Instagram, Twitter and TikTok, it would be better to do an amazing job just on Instagram and TikTok.
That’s because the ruthless algorithms on these platforms will only push the very best content to the top of users’ feeds.
So, we suggest you stick to creating the best content for just a couple of platforms.
Grow your brand’s social media presence with valuable connections
We’ve focused a lot on content so far. Content is important – and it needs to be top-notch.
But no one is going to see your content unless you’re connecting with other users.
The clue is in the name: social media, social network, social platform. People are using these apps to connect with each other – and that means you’re going to need to have valuable engagements and interactions with your audience.
High engagement rates don’t materialise from great content alone. Commenting on other users’ posts is a great way to start, but the best connections rely on other tools as well.
For instance, you could be utilising community tools – like Facebook Groups and Twitter Communities.
These are great ways to meet a like-minded, captive audience. Just don’t be too promotional, or at least not at first.
Again, social media is primarily a place for human interaction. So have this in mind when reaching out to other users.
Stories are also useful ways to engage with other users, especially on Instagram. Stickers like ‘Add Yours’, polls and quizzes can all help amount to some pretty impressive engagement stats.
Having your own business is a lifelong dream for many. And social media is a powerful tool that can help make it come true for you.
Never in the history of marketing have brands had access to such a huge audience so easily.
Using the best practices, creating the best content for your industry and building meaningful connections are all sure-fire ways to grow your brand’s social media presence.
Some of these methods are easy to implement – others are harder – but they all take time and require skill and know-how.
If you’d rather have someone else take care of your social media marketing for you, we can provide impressive results. All you have to do is get in touch to book your free consultation.