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According to information shared by the Global Web Index, 54 percent of those who browse social networks use these platforms to research products. With this data in mind, it is appropriate for brands to make sufficient efforts to be discovered by these people. It is for this reason that the relevant actions must be taken to achieve this. Here are some social media strategies that can be of great help.
According to information shared by Sprout Social, these are the 5 most viable strategies in social networks that all brands should implement to improve their results:
1. Cover the basic aspects
The first of these social media strategies refers to the fact that every brand or company with a presence in these spaces must ensure that it has a consistent logo, a well-defined color palette, an established biograph, a boilerpalete and a username.
Within all these points, one that usually changes, despite the theme of consistency, is the logo, this can be adapted depending on the space that is available in each of the social networks, for example, on Instagram the size of the Profile picture is very small, so many brands usually choose different versions of the logo to adapt to the space. The logo can also change to refer to the interest of specific audiences. However, whatever the way of working with this and the other aspects, it is important to ensure that the profiles have a common thread that people can recognize so that they know that it is the brand.
Entering specific actions, Sprout Social points out that it is advisable to audit the different social media accounts that you have. Then, make sure that logos, banners or covers, biographies, publication rates and usernames are consistent with the brand guidelines. Finally, make sure you publish at a certain time and that the content is aligned with the look & feel of the branding that has been established.
With this under way, it can be said that the intermediate strategies that we will see here can now be advanced.
2. Extend visual branding
Speaking of branding, the second of social media strategies is to extend it from the visual section. Starting from the idea that with the above, there is already a brand consistency in the different platforms, it is time to improve everything even more.
This means that you have to ensure that you have the same colors and fonts reflected in the images, graphics and videos. Consider whether the filter or color is immediately apparent in these elements regardless of the channel where they are located, either the Instagram profile of the brand or the image that accompanies a blog post of the company or brand.
According to the source, ensure these points help, over time, consumers see the consistency in the publications and begin to recognize when a post belongs to your brand even when it does not have the logo of the same or is within One of the channels. Achieving this is one of the goals that must be met with branding efforts.
Among the specific actions to be performed is writing the visual guide of the brand to include fonts, their uses and colors to be used. You should also create graphic templates for different types of ads, for example, a template to announce new products. Finally, you must create photos and videos that maintain the aesthetics and colors of the brand.
3. Develop marketing people
People profiles for marketing can be a great help for social media strategies to succeed. Regarding this, brands should know that they should be developed and varied between different social networks. Believes that in some platforms the demographic is very different from others, for example, in TikTok everyone is very young while in LinkedIn we talk about people who are generally over the age of majority. What do you think will happen if you use the same type of content through these 2 platforms? Consider this is why it is important to have people marketing.
To implement this recommendation, you can start with the consumer base of the brand or company and then map them to the different social channels that the company has, for example, the Twitter account can be focused on parents of the millennial generation while The Instagram account can point to small business owners.
Limiting each social channel to help make it easier to identify ideas for the content and adjust the voice of the brand for different cases. So create multiple marketing people and assign them to the social network with which they best match, for this the demographic data of the different social networks can help you.
4. Set a voice and tone
As the fourth of these social media strategies is the voice and tone of the brand. According to the source, after the visual elements, the copys are the most important element of branding within the publications for these platforms.
Brands and companies should not lose sight of the fact that in these spaces some tend to develop a defined personality, some are sarcastic, others are mocking and others take a more serious or informative character. Every brand must have a voice, yours may already have it for other marketing efforts, and if this is the case, you should extend it to social platforms.
If you do not have it, it is necessary to define it along with the tone and develop a guide so that all those who use it can do it correctly, consider that there are scenarios where more than one person manages social networks and shares content. This guide must include the details of the person brand, identifiable phrases, personality traits and the vocabulary that it uses. Even details such as referring people as consumers or customers can help maintain consistency.
Within these points, as Sprout Social shares it, it is advisable to use the information that is available from the audience for validity that the appropriate styles are being followed. It is also worth auditing publications to identify improvements.
5. Create multiple accounts for different focus areas
Finally, if your company is large enough or has a wide range of products or services, it is advisable to launch the latter of social media strategies, that is, to have multiple accounts.
Among the advantages of an action is being able to focus better on branding, refer to specific audiences and provide more relevant content for people.
You can divide the accounts by location, separate them for marketing or customer service actions (as is the case with many airlines), distribute them by audience or by specific department. Did you know that Stranger Things writers have their own Twitter account?
Brands should consider their offers and see where it is more appropriate to divide things. In addition, it is important not to forget that in each account you must follow the steps of branding to ensure consistency.