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How to Boost Brand Awareness with Social Media

June 25, 2017 by in category Social Media Marketing tagged as with 0 and 1
Home > Blog > Social Media Marketing > How to Boost Brand Awareness with Social Media

How to Boost Brand Awareness with Social Media

Social media has become one of the most effective marketing tools ever. It’s created an entirely new sub-genre of marketing and has become a digital publicity beast. If you’re a business owner developing a marketing strategy, including social media to boost your company’s brand awareness is a no-brainer. But before you start creating profiles for your company, you need to determine which platforms would be best to promote your brand and improve your organization’s name recognition.

When choosing the right social media channels to focus on, you should consider the type of products and services you offer as well as who your target audience is. Additionally, each platform has different groups of users characterized by certain demographics, so having a solid understanding of each channel’s reach is crucial to your overall social media strategy.

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Keep reading to learn who uses each social media channel and what type of content to post to increase your business’ brand awareness online.

Who Uses Each Social Media Platform?

Warren Knight provides great insight into the number and type of active users on each platform on Social Media Examiner. He reports:

  • Facebook as having 1.86 billion active users
  • Twitter is at 319 million active users
  • Instagram has 600 million active users
  • LinkedIn is at 500 million active users

While there’s no dominant age group for users on Facebook, 22.5% of Twitter’s user base is between 25-34.

Social Media Content Tips by Platform

Although there’s general advice that carries over to each social media platform, each one also has its own audience and culture. Here’s some advice to keep in mind as you carefully craft updates for each of your social channels.

1. Facebook

To increase brand awareness through engagement on Facebook, it’s important to know that their algorithm is designed to expand the reach of your posts based on higher engagement rates. The more reactions, likes and comments a post gets, the higher the engagement. But, how do you get higher engagement, you ask? You need to post content that is proven to get reactions, likes and comments. For Facebook, photo and video content have the highest engagement rates, but more specifically, native and live video content. As I mentioned in my blog post about how to use video on social media like Chris Pratt, humor is one of the most successful types of content, because it’s positive, it breaks the monotony of professional posts, it helps us de-stress with a good laugh. Chris Pratt’s #WhatsMySnack Instagram series is a great example of funny video content that’s so wildly popular.

2. Twitter

To boost engagement on Twitter, it’s important to use hashtags strategically. Whether you use trending hashtags or you create your own, consumers use hashtags when searching on Twitter. At Three Girls, we recommend using up to three hashtags per Twitter update (more than that and the post can end up looking like spam to followers). Tweet frequency helps as well. The more you tweet, the more active your page is. Although there is a 140-character limit, there are ways around it if you want to share a longer post, which includes providing a link to another site that has a longer description of the content you’re sharing, sharing the details in an image and tweeting the image, or spreading your message out among several tweets so when followers read them back-to-back they make up a complete post. Retweeting other tweets helps engagement, because you’re essentially helping boost engagement for the original poster in addition to yourself. Ask questions or conduct polls. Of course, what was true for Facebook is true for Twitter regarding photos and videos as well.

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3. Instagram

Instagram is a bit different than Facebook and Twitter in that you can only share images and videos. However, like Twitter, you can also use hashtags on Instagram. While you can use up to 30 hashtags, it’s best to only use a few in the post itself and then list out the rest as a comment, which is not only better for analytics, it’s easier on the eyes when consumers are scrolling through their feed. When it comes to using hashtags, don’t overuse or abuse them! As Jonathan Chan explains, choose hashtags that are specific, targeted, relevant to your post or business, thoughtful and innovative. In terms of video, Instagram recently introduced a new feature called Stories, which is live streaming video, but the content is only available on your page for 24 hours and then disappears. Also, don’t forget to engage with your followers as well as other brands or people in your industry or local community! Engaging with each other gives your profiles a boost and connects you with like-minded people. After all, it’s called social media for a reason.

4. LinkedIn

While LinkedIn is a bit different than the other three channels we discussed, there are some basic functions that are the same across the board, such as commenting on posts or milestones. When posting articles and other written content, your connections (as they’re called on the platform), can comment on them. Articles are one of the most shared types of content on LinkedIn. Recent studies showed that short content, such as blogs with less than 1,000 words, were the most popular, while long posts consisting of 3,000 words or more were the most shared. Don’t forget to include photos and videos, as articles with photos receive much higher click rates. One way to do this is to create custom images, such as infographics. Unlike other social media channels, posting only promotional or spammy content is not advised on LinkedIn. The idea is to connect to other users with quality and informational content. Joining and participating in relevant groups is also beneficial to your brand as it’s easier to find and connect with people in your community or industry.

Now that you have a better understanding of the social media user bases and what types of content to post, hopefully it will help simplify the process of creating your social media strategy.

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