When it comes to digital branding and social media, getting it right can be a challenge. In this blog post, we take a look at a few brands that are making social media work for them in 2019.
Let’s explore what they are doing right, so it can inspire your own strategies.
The Road To Social Media Marketing Success
Ultimately, all brands would love to have likes, engagement, and followers. The goal is having a dedicated online community built around their brand. There are many ways to achieve this, which can make it feel like an overwhelming project to start.
If you feel this way, you are not alone. In fact, according to the 2019 Sprout Social Index, nearly half of marketers said that they found it difficult to develop social media marketing strategies to support their business goals.
In this article, we take a look at some brands that have become bonafide social media stars, so you can learn about some different tactics and ideas that have a track record of success.
SEE ALSO: How to Conduct a Social Media Audit
User-generated content is beneficial for brands for several reasons. For one, it helps those in their online community feel recognized. Also, it can help to further build the brand-consumer relationship. It is a compelling social media marketing strategy.
For another, many brands struggle to endlessly churn out web content for their blogs, social media accounts, and more. User-generated content gives you free content to use and can lighten your load.
It is so useful that one swimsuit brand, Cupshe, has chosen to focus almost entirely on user-generated content on Instagram. They also tell their customers how to get featured in their bio first, so that they know exactly what to do.
One standout brand with an excellent social media presence is Moon Pie. They are known for their graham cracker, chocolate, and marshmallow treats. They amp up the personality on Twitter with hilarious tweets that often get a big reaction.
Currently, they are doing an ironic promotion to get NASA to bring a Moon Pie to the actual moon, as you can see by their Twitter bio:
Here, on top of displaying a consistently offbeat and funny online personality, they also reference a trending topic. They reference the currently popular internet joke of people coming together to storm Area 51 and discover its secrets.
If you understand the context of trending topics and memes, they can be a great way to enter your brand into a popular conversation. MoonPie has a name related to space and a history of amusing and witty tweets, so this was a natural way to leverage current internet culture and humor to get a big response.
Multi-channel marketing is the tactic of using multiple channels to reach a target audience. Most people use multiple platforms, but everyone is not on all of them. So, it can be a smart idea to maximize your reach by sharing your content across several platforms.
The mattress brand Casper expertly leverages multi-channel marketing by going a step further. Most brands have a Facebook, and may not venture farther than Twitter or Instagram. Casper, however, utilizes Spotify, YouTube, and IGTV too.
Their social media marketing content now includes the Casper Sleep Channel. It contains soothing sounds, meditations, and other listening experiences. This is a brilliant move from a company that sells mattresses. Notice in the image below that while this was posted on the brand’s Facebook page, it includes links to their YouTube and Spotify.
This is a great way to build their audience across platforms and build buzz. They can also utilize content in different ways on different channels.
Digital marketing is all about finding ways to stand out and engage your audience. User-generated content and establishing a quirky personality are different approaches you can consider. However, also think hard about which social media networks you use and why.
For Casper, a mattress company, it makes sense to create weekly content that promotes relaxation and sleep. What kind of content would it make sense for your brand to create? And where would it make the most sense for you to post it?
These are important questions for you to ask as you work to create a digital branding strategy.
Every year, social media platforms become more and more like digital marketplaces. This is great for businesses, some of which can already tempt people to buy things immediately through their feed.
Instagram shopping is one of the ways that your business can leverage Instagram to make sales. In order to do this, first, you must switch to a business Instagram account. Then connect it to your business’s Facebook Page and enable Instagram shopping. Once this is set up, be sure to tag your products wherever they appear.
See Jane Work is an office style and organization brand. Their products are available at Home Depot. They also make excellent use of Instagram shopping.
Their shoppable posts are marked with little white shopping bag icons. So, if you see something you like, you know you can easily buy it. As you can see, most of their posts contain the little white bag icon.
Since the photos they share feature their own products, they tag them also. This makes it incredibly easy for people who really want one of their featured products to purchase them. All users need to do is tap on the photo to view it and tap on their selected product. Finally, they click to look at it on their site.
While it has not rolled it out in full yet, Instagram is also working on adding payment options directly to Instagram. Soon, users won’t even have to click out of the app to make purchases. When Instagram finally comes out with the in-app purchase feature, it will likely increase sales for many brands.
This is one of the many reasons that a lot of brands are moving to Instagram.
There are many ways to approach social media marketing. Creating a brand persona can be complex. There are also numerous social media platforms and many types of content that you can create.
Hopefully, these positive examples of clever social media marketing choices have inspired you. We hope they can help inform your own digital branding journey.
Which of the brands above has a strategy that you like best? Tell us why below…