Social media is so important to business today that some companies are able to run entirely on social media platforms. Shifts in the ways that we use the internet have lead to changes to how businesses operate, and today there are things that are possible to businesses to achieve through social media that would have been unthinkable ten years ago.
Social media can be a good tool to build your brand, expand your visibility, accessibility, and increase your revenue beyond your local area. Branding is one area where social media can be particularly helpful. Utilizing platforms like Facebook, Instagram, Twitter, and LinkedIn can significantly increase the reach of your brand while also improving its image.
For your brand to be effective on social media , you have to adapt your message and approach to each unique platform. Here three approaches to give your brand a boost on TikTok, Instagram, and LinkedIn.
TikTok has become extremely popular in a short period of time. Only three years since its launch in 2017, TikTok surpassed 2 billion downloads worldwide. This huge userbase also spends more time on the app on average when compared to legacy social media platforms, with the average user spending 95 minutes on the app. While it can be challenging to adapt your brand to a fast-paced, relatively new platform, the challenge is worth the reach you could gain.
The format of TikTok makes it easier to create viral content compared to other sites. Viral trends, hashtags, and songs are repeated by multiple users for a few days at a time, giving your brand an opportunity to be part of the viral wave. The most successful content imitates the trend while adding something new, so remember to remain authentic to your brand even as you chase the trends.
While TikTok’s fast-paced environment does make it easier to go viral, it also means that your content will have to move faster if you want your branding to get a foothold in an ever-shifting landscape of trends. Don’t overthink your ideas, and prioritize speed over perfection if you want to keep up.
Instagram is a particularly strong platform for brands advertising directly to consumers. A recent study found that 72% of Instagram users report making a purchase decision after seeing something on Instagram. The most popular purchases were fashion items such as clothing, makeup, shoes, and jewelry. Instagram’s focus on images and its built-in e-commerce features make it extremely effective for ecommerce.
As great as Instagram is for ecommerce, it can also be a great platform for those looking to create a new audience for their brand. Using Instagram Live, you can create a live video stream for users to watch and interact with. Content on Lives are unedited, and tend to be less produced and more unscripted, making them a great place to show potential customers a more human side of yourself and your company.
Emphasizing your humanity is the key to building an audience on Instagram. Be human, be honest, and offer your audience something unique. Take time to respond to comments and create content that your audience will be able to interact with or weigh in on. This will drive stronger engagement, and help your audience understand and connect with your brand.
LinkedIn is a unique social media platform because it blends social networking functions with features tailored to business. If you’re less comfortable using social media as a CEO or executive, LinkedIn may be a good place to start –– because LinkedIn is focused on professional networking, there’s less of a demand to generate extremely novel or personal content.
For CEOs, one simple way to strengthen branding on LinkedIn is to be thoughtful about who the audience for your LinkedIn page is. Practically anyone in the world can see your account, but your goal for your profile shouldn’t be to appeal to everyone. In order to network effectively and build a strong brand, focus on a particular audience and tailor your page to that group.
One powerful way to accomplish this is to be thoughtful about what companies and individuals you connect with on LinkedIn. Make sure your connections are meaningful –– and when your connections post, don’t forget to comment or react to their content. You can also branch out from sharing personal and professional news by sharing articles, blog posts, and other content that you think your audience would find interesting or valuable.
Social media helps connect people to each other –– while this may seem obvious, it can be easy to forget when you’re focused on strengthening your brand across vastly different platforms. In the end, your focus should be on building connections, and learning about the people who are interested in your brand. By maintaining a focus on human connection, you’ll be able to shift and grow with whatever platforms you use, and keep your brand going strong.