In 2022, we can see that the number of active social media users has passed the 4.55 billion mark, and the average daily usage of social media extends 2 hours and 27 minutes. Furthermore, statistics show that Facebook leads the list of social networks with the most monthly active users, followed by Instagram, Twitter, Pinterest, and YouTube.
In summary, we can all agree that social media is one of the most powerful channels people visit to see the latest news, interact with friends, or share something new. But, regular users aside, we can also see many brands being active on social media to set themselves apart from the competition and determine a unique brand DNA.
For those of you who don’t know, a brand DNA is essentially everything about the mission, vision, and values that a brand has and communicates through its marketing. The more specific term for this is brand positioning on social media, or just social positioning, about building a unique public image and presenting a brand online.
Brand and product positioning: Why are these important?
Positioning is one of the basic marketing principles leading to a better understanding of the audience and success. You need to set aside the values you provide to your customers and then leverage them to do it right. If you understand your competitors’ strengths and weaknesses, you can position your brand and create a competitive advantage.
So, how do you position your brand and products on social media? Let’s look at some proven strategies for that.
- Use the right social media platforms.
The first rule of correct brand and product positioning on social media is choosing the right platforms for your target audience. It would help to direct your attention to social media platforms where your product(s) or service(s) will be appreciated and valuable to as many people as possible. For instance, if you want to promote fitness apparel, you should look at Instagram, Facebook, and TikTok as your main audiences. Similarly, LinkedIn should be your main target if you are selling entrepreneurial courses.
Do your best to research audiences investigate some of the popular social hashtags you could utilize as part of your brand positioning strategy on each channel. The goal is always to position yourself on a social media network to create the most engagement for your type of content.
- Establish the right brand voice and tone
Once you determine the right channel and start building out your visual identity and creatives, you should focus on your brand voice and tone. By this, we refer to captions and related copy, which are essential for the proper strategic planning of your social media posts. As a brand, you need to escape the ordinary and add a touch of personality to all of your captions and copy. If you already have an established brand voice on another marketing channel, make sure to extend it.
Having a well-thought-out voice and tone helps develop a brand persona. This is what people will coincide with – so make sure to include unique catchphrases, personality traits, and vocabulary your audience will resonate with.
- Provide value with every post
This may seem like a no-brainer, but you need to provide value with every post on social media. Today’s users have a skilled eye for valuable content and one that is just meant to be there, so make sure to make the most out of every post. Be useful, helpful, informational, and educational with your posts – that is the only way to spark engagement and brand awareness.
Additionally, make sure to customize your content in a way that has a uniform feel across all social media channels. In other words, your content should be different yet deliver the same point optimized for every social media network. Finally, entertain people with it – if it is too dull and basic, people won’t engage with it or share it further with their connections.
- Act the way your target audience expects
A big part of understanding your target niche across different platforms is acting the way your audience expects. By this, we mean knowing the common terms and jargon your customers use – being knowledgeable about the words they use or trends they are talking about is of big use for every brand.
Effective positioning in social media also supports and reinforces your brand image. Therefore, it would be best to learn the best times to publish and use some of the best social media scheduling tools to create a calendar of posts that puts your content in front of the audience – right when they are most active.
- Consider a budget for paid advertising
If you want to explore tactics and strategies further to promote your brand cost-effectively on social media, you should try paid social media ads. Start by setting a paid social media budget, and make your ads flexible enough to target only the people your business wants to attract.
Unlike TV or radio ads priced based on the length of the spot or the time of airing, social media ads are priced based on the length of the campaign and the number of impressions you’ll be working towards. This gives you an accurate plan to predict your budget and measure your KPIs more effectively.
Engaging with users in what’s known as “the information age” can be a challenge. The lessons you will learn, however, are worth it. Exposing your brand and products on social media should happen with a plan and strategy in place. We hope the tips above help you consider some of the best ways to plan things out and hopefully get more followers and create a buzz around your brand.