For most consumers, social media is a part of everyday life. In fact,1 69% of US adults use Facebook, and 37% have an Instagram profile. And consumers spend roughly two and a half hours per day2 browsing these social media networks.
As a marketer, social media offers you an excellent opportunity to reach customers in a new way. But how can you stand out on social media when massive amounts of content are exchanged on those platforms each day?
According to a recent Data Axle survey of consumers, you need to inject a little personality.
Although the Data Axle study found that discounts are the top reason consumers follow and engage with brands on social media, they also engage with brands for other reasons:
In other words, consumers want brand accounts to feel more human and relatable.
Your brand will get lost among the masses online if you rely on canned tweets and Facebook posts that anyone could write. So, to stand out, give your brand a voice. Inject humor and be consistent with it, have a point of view, and interact with customers who send you feedback.
For example, Lego populates its Instagram account with more than just sales pitches for its products. The brand often makes pop culture references and uses a relatable voice and tone.3
And, on Twitter, Netflix stands out as a leader in the personality game. Along with announcing releases of new shows, the streaming giant is known for reacting to timely events with funny responses and candidly engaging with followers.
Although brands like Lego and Netflix have found success on social media with humor or commentary on current events, creating a social media personality for your brand is easier said than done.
The opportunities are seemingly endless, and you don’t want to create a personality that goes overboard or annoys followers. So where do you start?
Social media offers an excellent opportunity for brands to form deeper connections with key audiences to drive both brand awareness and customer loyalty. But it’s easy to get lost in the noise. As you formulate your social strategy, remember that consumers want to see social posts from brands that show personality, provide entertainment, or comment on relevant current events.
The original purpose of social media sites like Facebook was for users to form connections with others. Now, it’s time for your brand to do the same.
Originally published on September 4th, 2019 by MarketingProfs: https://www.marketingprofs.com/articles/2019/41759/on-social-media-a-little-brand-personality-goes-a-long-way
Erin Gade is a marketing strategist in Data Axle’s Agency Services. In this role she aids clients with marketing strategy planning based on their distinct business goals and objectives. With over a decade of experience, Erin has worked both the agency and client side. Primarily focused on CRM and marketing planning, digital marketing has been a key player throughout. With two young boys, there is never a dull moment. She enjoys family time, both home and afar.