We follow brands on social media that we love. It could be a sports team, celebrity, comic, or even companies that we aspire to work for. In branding, social media is vital. According to data, 50% of the global population uses some type of social media, and overall expending in social media advertising in 2019 was over 30 billion dollars. Therefore, competition is fierce in the digital landscape.

Social media penetration on the world shows the need for social media branding.
Social media usage by region, the importance for brands to have a digital presence.

In this post, I want to reflect on what makes a customer follow a brand? What are the best practices for content? And what should be practices that we should avoid?

Best practices branding on social media

On a survey by Sprout Social in 2016 the main reasons why customers followed brands were:

  1. Interest in their product or service.
  2. Interest in promotions.
  3. Entertaining.
  4. Offered an incentive.
  5. Interest in the industry.
  6. To communicate with the brand.

We can draw a few conclusions. The product or service should be the star, but also keeping the content interesting. Also offering promotions or incentives, as well as offering spaces of interaction are good practices. Other good practices are:

  • Perform split tests to determine the best performing content.
  • Use call to action buttons like buy.
  • Institute private social platforms like Facebook chat and WhatsApp chat.
  • Generate video content.

What to avoid on social media

Let’s talk about the bad. On the Sprout Social survey, the main reasons that lead to unfollow were:

  1. Too many promotional messages
  2. Not relevant information
  3. Tweet too much or too little.
  4. Don’t reply to customers.

Bands must find a balance of how much content to give, while also keeping content engaging and replying to their followers.

The most annoying presence on the same survey where government, banking, and advertising. We must learn to connect with our customers.

In conclusion, brands must understand that communications with customers have become a two-way street in social media. Empathy, creativity, and promoting engagement are the way to go. As a marketer, we must take this into account when building our IMC on social media.

I hope you enjoyed this week’s post. If you want to learn more about brand extensions, please visit my last week’s post. Remember, if you have any questions please leave a comment below.

Photo by dole777 on Unsplash