Social media has become a must-have for nearly all successful brands over the past decade. Data shows that 72% of companies use social media data to guide their business decisions and 90% of marketers said that social data allows businesses to monitor their competitors.
However, many businesses fail to use platforms to their advantage and struggle to develop a successful social media strategy that gives them ROI. Before building a strategy, it’s crucial for brands to establish their unique ‘Brand Persona.’ ‘Brand Persona’ is their depicted ideal customer developed by the whole team at the start of the business journey. Establishing your brand persona from the start; identifying their buying behaviours, location and age group will give you a defined target audience and market clarity.
Once your brand persona is in place, this is when you can start building your marketing strategy. Think about your ideal customer, where are you most likely to reach that target audience? What do they do in their day-to-day lives?
TikTok has taken the marketing world by storm, with the algorithm allowing smaller brands to be seen equally to more prominent brands, leading to rapid scaling and fast growth for many business.
Consumer behaviour has significantly shifted with consumers becoming less trusting towards influencers and bigger brands. The age of paying macro influencers is slowly fading with more brands collaborating with everyday people to produce more authentic content. Trust and authenticity should be a significant part of your social media strategy in 2022/2023.
However, one mistake new brands often make is taking on too much too quickly. Many brands often think they need to get themselves all over social media, on Instagram, Tiktok, Facebook and Twitter etc. However, when starting off, it’s important to master one platform before expanding to another. Despite apps such as Tiktok leading the way in social media, this doesn’t always mean this strategy applies to every brand. If you are a brand that sells internationally rather than nationally, TikTok won’t be the right platform for you.