Public Relations Blog

Social Media 101: Branding the 2019 Way

You might notice that, in your regular grocery-shopping routine, there are always those go-to items that undeniably end up in your cart at checkout. I’m not just talking about the core food groups. Think about bananas. Sure, they might all taste the same, or even ring in at similar prices, but you’re still always reaching for Chiquita or Dole brand.

Let’s leave the supermarket behind and head to your favorite gadget store. Why do loyal Apple consumers go back to iPhone time and again, even when the newest model retails for over $1000? There are certainly other options that offer competitive hardware. The reason is because, from bananas to mobile devices, the most successful businesses strategically brand. Chiquita and Apple established their distinctive brands at a time when most media was only disseminated through a few channels; print, radio, and television.

Business owners at present-day are overwhelmed with options. Yet, many up-and-comers make the mistake of focusing efforts on penetrating the already over-saturated legacy media. Not only are these channels over-crowded, they are incredibly expensive due to the high demand. Last year’s Superbowl host network charged $5.25 million for one 30-second commercial. But even the well-established companies with bigger budgets are turning to the new wave of branding in 2019: social media. Here are three reasons why your business needs social media branding:

The audience. So much of the world is on social media. It is even predicted that the U.S. population will spend more time on social media/mobile devices than on TV by the end of this year. Social media host a wealth of loyal niche communities. With clear messaging and focused branding, these communities can quickly become your repeat-consumers.

The price point. Like any promotional content on a popular medium, ads on social media can be pricey. Luckily, there is more to this strategy than paid advertisements. Channels like Instagram, Facebook, Twitter, and Snapchat are a one-stop shop. You can create your own original content in-house, free of charge. The average user is bombarded daily with big-budget marketing. In fact, 86% of people on social crave authentic content rather than expertly-crafted material from ad agencies. Stand out in the crowded market and create something to which your audience can authentically relate, without breaking the bank!

The immediacy. We’ve talked about the ways social media branding is useful, but how will you know it’s working? There is a way, and unlike mail surveys or television polls, you won’t have to wait weeks and months to see results. Simply start a poll on your desired outlet. The media mentioned above offer  functions where you can pose a question with two or more answer options, and users can select their response. These polls can run any where from one day to one week. Once the poll closes, you instantly have your results – you can even see votes as they are happening.

Traditional media are already at capacity. Rather than beating your head against the wall trying to break into an incredibly competitive market, take matters into your own hands. Use freely available social media and make your mark today.

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