Social Media Algorithms and it's Involvement in Brands
Updated: Dec 12, 2021
For brands to form a significant online interaction with their audience, social media is super important. Companies that communicate with their customers on social media get more positive feedback on their products. Social media algorithms are vital for brand development because they help businesses to get along with their customers on a more personal level. Brands can now engage with their customers in real-time, allowing their ideas and voices to be heard, and this is all because of the rise of social media.
Social media has served as a digital gathering place for you to express your views, choices, experiences, and many more with your friends, family, and acquaintances. Increasingly mobile, integrated components of our life have given us a platform to express and share things we couldn’t previously. This means that there are possibilities and risks for brands or companies to be aware of. Using social media algorithms, we’ve collected the most important social media impacts for brands.
In this article, we are going to discuss social media algorithms' involvement in brand building. Let's have a look at brand-building strategies, examples, and tips for social media branding. Also, how these algorithms have helped brands to flourish in online platforms.
The Importance Of Social Media In Branding
The importance of social media brand building cannot be overstated. Customers can offer their opinion and thoughts through social media. Companies can interact with their audience in several ways and thanks to the various sorts of social media platforms. The amount of visibility a brand obtains and the increase in traffic it receives grows as a result of social media. Social media also aids in the development of loyal and real fans and the generation of leads. A good social media presence enables a company to form a new relationship, cut marketing expenses, and increase sales. Another significant advantage of social media is that it provides market intelligence that businesses can utilise to improve their brand.
When a brand is undergoing an issue, social media allows them to connect with customers who can help them figure out why they’re having those issues. Social media also helps brands become more personal and genuine, but it also allows them to create a call-to-action and strengthen existing connections.
Strategy For Social Media Brand Building
Many crucial social media marketing methods must be implemented to ensure that the brand's social media presence is optimised. The first step is to select the appropriate social media networks for the brand. If a company isn't generating any momentum on one or more social media sites, it's a good idea to switch to another. The following method is to pay attention to visual branding. Since people respond to images, it's critical that all social media profiles appear the same and don't cause confusion. The third technique that businesses should employ is to cultivate their distinct voice. Companies should achieve this by authentically incorporating their company's core values into their posts. When it comes to creating a brand, consistency with subjects and blogging regularly are other crucial methods to consider.
Influencers have risen as a result of the rise of social media. Companies should interact with these celebrities when creating their brands. When communicating with influencers, businesses should look for people that are genuine, active, engaged, knowledgeable in their sector, and good leaders. Not wasting profile space, boosting profiles, and, most significantly, being interactive are all techniques for creating brands.
Examples That Show How Social Media Has Helped In Brand Building
Coca-Cola and McDonald's, for example, have the required finances to indulge in A-list influencers and extravagant Super Bowl advertisements. Start-ups and small businesses trying hard to make a decent living cannot say the same. This, however, will not deter a savvy marketer from gleaning a few tips from the greatest. Below are some good examples of what branding should look like and how social media has been involved in making these brands look amazing, whether it's a brilliant use of shape and colour or a memorable slogan.
Airbnb's Social Media Branding Is Flawless: Making Use of User Generated Content on Social Media
To handle their social media branding initiatives, most huge companies invest considerably in large creative and innovative teams. Airbnb, on the other hand, has done far more than simply distribute stunning videos to reinforce its brand recognition. Customers, both visitors, and hosts constitute the brand at Airbnb. None of the properties featured on the company's website or social media pages are managed or owned by the company. In actuality, it just serves as a platform for consumers to advertise and eventually book some of the world's finest properties.
Businesses frequently use unique stories to reach the target market, but Airbnb allows users to tell their own stories. The visitors use their platform, and Airbnb features them on its official social media channels regularly. You may rapidly get a sense of what it was like to be a consumer by looking at the company's Instagram account. The organisation recognises the value of social media engagement and includes a call to action for every location mentioned in its material. As a result, their followers will be able to experience all their feed has to offer with just a single click.
Nike's Brand-Driven Storytelling: Showing The Audience What They Want to See
For the past 20 years, Nike has been one of the few organisations that have grasped and effectively utilised outstanding storytelling as a strategy of establishing a brand soul. In 1999, they conducted one of their most popular branding efforts. That year, the corporation released a minute-long commercial honouring none other than Michael Jordan's incredible career. The fact that Nike as a brand wasn't featured until the very final second of the film contributed to the commercial's enormous success. We spotted the logo in the final second, and the now famous words "Just Do It" were placed over Jordan's high school portrait.
The commercial lasted a minute and was entirely dedicated to the legendary basketball star. That was something that had never been done before in the marketing profession.
Nike intended to make an impact on its customers rather than try to sell them items or force the brand down their throats. With a real, heartfelt storyline, it was the one that stayed and solidified their brand. Their emblem and phrase may now be found almost everywhere. From their clothing brands to Twitter advertisements to a video that went viral of Shia LaBeouf yelling "Just Do It" into the camera for a minute, they've made a name for themselves.
Domino's Embraces Modern Technology: Reaching Out to Potential Target Audience on Social Media Using Long Term Strategies
Most companies struggle to adapt to new technology quickly enough, but Domino's has not only done so, but it has also managed to keep up with the changes by consistently improving their mobile ordering experience. The company has integrated Twitter into its ordering process by providing a "tweet-to-order" option, and it has recently set up its messaging chatbot, "DOM The Pizza Bot".
To put it lightly, their approach to social media branding is unique. They also created a scheme in which consumers could go to their website, create their pizza, and promote the design on social media. Through this, they have incorporated the wishes and wants of the target audience they have created on social media.
Dollar Shave Club: A Clever Brand Slogan: Making Use of Influencer Marketing
The Dollar Shave Club's team understands precisely what they're in for. Their slogan, "Shave Time. Shave Money," is unquestionably the apex of marketing puns. Dollar Shave Club is a low-cost subscription service that provides shaving tools and accessories. It covers techniques such as versatile shipping without the need for contracts and fine print trickery. The company has skilfully combined two of the service's most important features: convenience and pricing.
Its advertising is humorous, and effectively establishes its brand tone, voice, and pun-related sense of humour. Dollar Shave Club is now frequently mentioned as a partner of YouTube personalities and influencers. This expands their reach and strengthens the company's brand power.
Tips For Social Media Branding
If you feel confined by Twitter's character limit, don't be afraid to expand on your idea with posts on other social media platforms such as Facebook, Tumblr, Google+, and LinkedIn.
Make your posts pop. Do you want your posts to be lost in the shuffle? To distinguish your contributions from the onslaught of other posts, use an image or related links. Follow your brand narrative and branding guidelines in order to create a brand recall value anywhere and everywhere.
Make extensive use of call-to-action buttons and include them in your social network postings. Having a call to action is very important for a brand. It helps to make your audience land on a certain page which is important for your brand.
Here are some important questions which one should ask oneself before making a branding strategy on social media for any brand.
Who Is Your Brand's Target Audience?
The first step is to figure out who your target market is. You must be specific, as this will make your decision easier. Make a list of your answers to the following questions:
Who do you want to reach out to?
Is there any way of mapping out your target audience?
What is the content your target audience engages with?
What Are Your Goals For This Project?
Once you've identified your target audience, you'll need to define the goals for that group of people. As a marketer, your primary goal will most likely be to increase sales by attracting new customers, but social media can also be used for other creative purposes. It should be used to build an organic loyal community around your brand, which are well versed with your brand values. Once this community is set, it will be very easy to setup an inbound marketing channel.
Where Are Your Customers?
It's time to locate your group of observers now that you've profiled your target audience and defined your objectives. To do so, look at the demographics of your clients on social media platforms to see which social media network they use. Think about the ways you can target users from a particular area based on their geo-location, or a specific domain based on their bio information.
It is not hard to create a brand online, specifically when using social media. Companies can use social media campaigns not only to engage with their customers but to also let them know what the firm stands for. Companies that communicate with their customers regularly and create valuable material have a stronger relationship with them. Customers want to know that their thoughts are valued and that their voices are heard. Brands that interact on social media can respond to customers in real-time, generate more leads, and build more meaningful relationships. When brands make meaningful connections with their customers, they succeed.
Building brand recognition must always be your first focus, regardless of whether you perform in a business-to-business or a business-to-consumer environment. Social media branding is a powerful tool for establishing a strong brand image, increasing customer involvement, increasing loyalty, and making your company distinctive.