On Social Media, a Brand Personality Goes a Long Way

For most consumers, social media is part of everyday life. In fact, 69% of American adults use Facebook and 37% have an Instagram profile. And consumers spend about two and a half hours a day on these social networks.

Why personality brands help you win on social media

Discounts are the main reason consumers follow and interact with brands on social media:

  • For humor: 30% of consumers are involved with brands that share funny or interesting social messages.
  • To demonstrate agreement: 35% commit to putting a brand if they agree in person.
  • Provide positive feedback: Social media users are more likely to engage a social media brand to share positive feedback (29%) than negative feedback (20%).

Your brand will be lost to the masses online if you have tweets on Facebook and rumors that anyone can write. Give your brand a voice to stand out. Inject humor and be consistent with it, take a stand, and communicate with customers by posting feedback.

Four tips to define your brand personality

While brands like Lego and Netflix have been successful on social media with humor or commentary on current events, it is easier said than done to create a social media personality for your brand.

The possibilities are seemingly endless, and you don’t want to create a personality that exaggerates or irritates your followers. So, where do you start?

  1. Research your audience. You cannot comment or discuss current events. Brands that do this no longer represent authenticity and users see this. Instead, identify the topics your customers want to hear about and post them accordingly. Focus groups or surveys can be a quick way to obtain this information. Also, keep an eye on the social media reach of your competitors or other social media pioneers who are managing to connect with users who appear to be your best customers. So do an A / B test on different posts and keep an eye on engagement.
  2. Be consistent. Whatever your voice and tone on social media, you need to be consistent from post to post. Whether you are promoting a new product, offering discounts, or posting to an ongoing event, it is important to stay true to your brand. This principle goes beyond social and applies to all marketing channels, including direct mail, print, email, and display. A style guide is a valuable resource that can help maintain a unified brand message across all marketing channels.
  3. Adjust your strategy for each platform. If you post the same content on all platforms, you risk getting ugly. For example, Twitter users expect short, digestible information, rather than long segments. Twitter is also one of the best channels for collecting and responding to customer comments. On Facebook, brands should remember that the platform’s algorithm prefers to post videos. If you’re on Instagram, consider the popularity of the storytelling feature and try not to shy away from estimating your posts. Always make sure you know how consumers are using each channel and adjust your approach accordingly.
  4. Set goals and stick to them. It is easier to create a consistent personality and approach on social media when you have goals in mind. If you need to change your brand perception, drive traffic to your website or reach a certain number of likes over a period of time, defined goals should guide your strategy. Without goals, the overall content and personality on social media can seem unnecessary and unplanned.

When formulating your social strategy, remember that consumers want to see social brand messages that show personality, entertainment, or comments on relevant current events.

The original purpose of social media sites like Facebook was to connect users to other people. It’s time for your brand to do the same.