Everywhere I look there seems to be another new social media platform popping up and taking the world by storm. Like many of you, I am always on the lookout for new ways to market to my customers. In this article, I will share three tips on how to effectively use media platforms to increase awareness of your business.
1. Use the right platforms.
Before using any social media platform, it is important to make sure that your target customers actually use it. Selling hearing aids on Snapchat, for example, is probably not the best route. All effective marketing campaigns start with capturing your customers’ attention, so knowing where your customer is spending their time is the first step before using any platform.
Recently, my company had a great branding experience using Triller, a music-based social media platform. Triller was uniquely appropriate for our brand because it allowed us to target our 18-to-30-year-old market. In addition, our brand has a number of celebrity supporters, and celebrity-branded content performed well on the platform.
2. Become an expert.
Each social media app has its own unique structure and quirks. Commit the time to become an expert on your chosen platform. The best way to become an expert is to use the system yourself. You can also look up YouTube videos or read articles on how to use the app, but you and your team will learn more by using it firsthand.
Before our campaign launch, we had all our team members download the Triller app and play with it to see what we liked the most. What my team found useful was the ability to create competitions on the platform and the “merch!” button that we could tie to our online store. After learning more about the platform, my team decided to take a subtle approach by putting up our content without overwhelming pushes to “buy now.”
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3. Have fun.
Our brand makes a conscious decision to not only be creative, but to put out content that is fun, funny and relatable. Before starting to create any piece for distribution on your social media platforms, it’s important to ask yourself this question: What is the universal human emotion you’re trying to convey? Is it happiness, sadness, excitement, laughter, etc.?
Once you’re able to pinpoint the desired emotional outcome, make sure your team is constantly asking, “Does this piece make us feel [insert desired emotion here]?” throughout the entire development and launch process. For our brand, we went with humor, and the response was overwhelmingly positive.
Over the next few years, as phones continue to be the most common place for people to consume content, video-based social media platforms are only going to grow in importance. There are many great platforms out there. I wish you and your team the best of luck in finding and using the right one(s) to promote your brand.