We live in a digital-first world, and your audience already is spending time on platforms such as Facebook, Instagram, and TikTok, making social media an important tool for your brand when used the right way. People open these apps to be entertained, inspired, or learn something new—not to hear from a brand. Because social media matters for your brand, the goal is to create content that feels natural in your audience’s feed and offers real value. Your brand’s content should blend in, not feel like a billboard.
Being Present v. Being Active on Social Media
Having a social media account for your brand is not enough; what really matters is how you use it to connect with your audience. You want to build trust, stay top of mind, and create relationships. You can do this by consistently showing up with thoughtful content that offers real value–whether it’s a helpful tip, relatable story, or something that makes your audience smile.
What to Consider
Before you start creating social media content for your brand, consider two key things: who is your target audience, and what do you want to say to them? Defining your brand voice is the foundation for content that connects. Consider these points:
- What content will your audience find valuable?
- Do you want to promote, educate, engage, inspire, or entertain?
- What will your voice be? Professional, witty, friendly, or somewhere in between?
When you understand your audience and speak their language, your content becomes more than just another social media post—it becomes part of the conversation.
Maintaining Post Consistency
The consistency of your content has more impact than the frequency at which you post. Posting a great piece of content once or twice a week is better than having multiple filler posts on your page because meaningful content builds trust and is a great way to build a viable connection with your community.
Use Keyword Research Effectively
To make sure that you are posting the content that your audience wants to see, take the guesswork out of what people are searching for. Tools like Instagram or TikTok’s search features, Google Trends, Pinterest Search, and AnswerThePublic give you insight into trending questions, interests, and conversations. Using data to guide your topics allows you to create content that has purpose.
Keep It Smart & Simple
Social media shouldn’t burden you or your team. By narrowing your focus to one or two key platforms, posting a few times a week, and dedicating just 15 minutes a day to engagement, you’ll keep things manageable and on track.
One way to make social media easier and more effective is to create content that feels natural in your audience’s feed. Consider leaning into lo-fi content that blends seamlessly with your audience’s scrolling experience and feels more human and less sales-y.
Using content pillars (categories you frequently write about) to streamline your content along with making editable templates will help you stay organized and maintain the needed brand consistency. Having a content posting strategy that works best for you will make social media fun, not frustrating.
Track What Works—and Be Ready to Pivot
Social media success comes from paying attention to your results and analyzing your previous content to see what audiences like. Social media platforms all offer native analytic tools and insights to show you which content performs the best with your audience. If you’re using a third-party social media management tool, like Hootsuite, you can find all your metrics across platforms and compare which content works best on which platforms. Keep in mind that third-party analytics may cost money, but the time you save by using them can help balance your budget.
Look for patterns in engagement, saves, and shares, and don’t be afraid to shift your strategy—platforms (and people) change fast.
With a clear strategy, thoughtful content, and flexibility, social media can become a powerful tool that works well for your brand.