We all know that social media is important for any brand to have — and it’s been even more critical lately with the COVID-19 pandemic. Many retailers have had to shut down their brick-and-mortar stores, but social media offered a way to stay in contact with fans and customers.
Even outside of the COVID-19 pandemic, a stellar brand social media presence can go a long way. A great online strategy can attract more customers, boost brand loyalty, and improve recognition that lasts well beyond checkout.
According to V12 Data, brands that provide a good experience on social see:
But what exactly makes a great brand social media presence? That’s what we’re here to explore.
We’ve dug into some of the best brands online to see what they’re doing right — and how you can take inspiration.
Being funny on social media is a popular brand strategy and for good reason — it can really pay off, even without a lot of posts.
Take the No Name Brands Twitter profile, for instance.
What’s interesting about No Name in particular is that they share mainly images of their products — but the captions are what makes them stand out. For instance, in February they shared a picture of long-grain white rice with the caption, “still shortish.”
Make it work for you: If humour works for your brand, go for it! Just know that you might risk alienating some fans if your jokes veer more snarky than good-natured. This tactic tends to work better for younger audiences vs. more traditional brands.
And if it doesn’t work naturally for you, don’t force it. There are other strategies that will.
Go Pro is excellent at making use of its own product on social media, particularly Instagram. They share high-quality pictures and videos shot on — you guessed it — Go Pros.
These images make fans feel like by owning a Go Pro, they too can have these adventure-filled experiences. And they accomplish this all without ever showing an actual picture of their product.
MAC Cosmetics is also great at doing this — they share pictures of their products on people, along with high-quality product shots.
Make it work for you: Go Pro is a good example of how brand social media can be less about your products — and more about the experience.
Think about the emotions you want your products or brand to inspire and seek to capture that in your feeds.
If your feed is just pictures of your products — and isn’t garnering that much engagement – consider focusing on the experience more and what you’re selling less. Because what you’re selling is the experience.
In the COVID-19 pandemic, no one thought that a frozen steak brand would emerge as a voice of reason. And yet…
Steak-umm has achieved enormous follower and reach growth on Twitter after posting a series of thoughtful tweets about the COVID-19 pandemic. These included:
And further, it appears to be working. Beyond the rise in followers, many social media users have tweeted that because of Steak-umm’s honesty and transparency, they have decided to give the brand a try.
The mix of empathy and authenticity is making Steak-umm a stand-out during a difficult time.
Make it work for you: While it can be hard to capture Steak-umm’s voice and wisdom, many brands can take lessons about the transparency that Steak-umm is showing.
Authentic marketing isn’t just a buzzword — it’s proven to enhance consumer trust. But what is it exactly?
Brands that mention struggles, fails and setbacks (instead of just focusing on perks and benefits) are perceived as more authentic. Admitting mistakes and imperfections. Showing your hand, so to speak — like Steak-umm commenting on the notion of corporate marketing during a pandemic, while continuing to market their product during a pandemic.
Lego has a widespread social media presence and is popular across the board — particularly on YouTube. But its video expands to another presence, too: Facebook.
Innovative videos showcase creative ideas for using Lego’s products. And with the COVID-19 pandemic, they began sharing live streams, too. They build community through these posts, and other campaigns — like the #LetsBuildTogether hashtag, where they share images and videos from their followers.
Lego is also great at creating value-added content that appeals to their user base of both parents and children. For example, during the pandemic they released educational content, such as science and math lessons using Lego figures.
Make it work for you: Even if you don’t have as large of a product or video arsenal as Lego, a little video can go a long way.
Try incorporating videos of your products and value-added content that goes beyond product photography. User-generated campaigns can also be a great way to build community. Ask your fanbase what they love about your products and use their responses in a video!
The Washington Post has been making a big name for itself on a new social media platform: TikTok.
TikTok shares short video clips — sometimes with text or music overtop. It’s particularly popular among younger generations, especially Gen Z.
Yet, many brands are still struggling to create a strong TikTok presence — if they’re even on the platform at all.
The Washington Post, however, is succeeding with its posts getting hundreds of thousands of views. Most of the posts feature video editor, Dave Jorgenson. Even during his COVID-19 quarantine, Dave posted multiple TikToks per day. Not all of The Washington Post’s TikToks even feature the actual physical paper product (although most have at least a reference), but they share relevance (such as a nod to Tiger King) and humour.
While TikTok seems like a platform for only young or hip brands, it’s not. Another brand with a growing prominence on TikTok is Harvard Business Review. They share tips on improving work performance, at-home workouts, home office setups, and more — usually with a touch of quirk or humour.
Make it work for you: TikTok doesn’t have to be all about your product. Creating videos that captivate your audience is more important here. Think outside of the box or use your products in creative ways (like Gushers does).
Make sure you have a resource to post frequently — ideally once per day. TikToks don’t need to have high production value. Some of the most popular videos are simply people talking into the camera.
Want to make your digital presence even more powerful? Take control of your brand online and in store. Contact us today to learn about our customized support. Call 1-877-421-5081or visit www.storesupport.ca.« Back to Blog