If you read our recent blog post Social Media 101: Branding the 2019 Way, you’ll know just how critical it is to do social media marketing rather than banking only on traditional media to spread the word about your product/service/brand. You also might’ve been left wondering how to go about branding on social media. Well, we have you covered there, too—and the answer is content strategizing.

The most important aspect of social media branding is implementing a strategy behind the content you are going to put out in the world. Perhaps you are already plugged in to the major platforms but haven’t seen results in your engagement levels or follower count. Perhaps you’re starting from square one. Either way, it’s crucial to formulate a strategy before you post. Ask yourself:

• Who is my target audience?
• What is that audience’s age demographic?
• What social channels are they on?
• Why should they care about me and my brand?
• How can I showcase my brand in a way that will attract them?
• What content do I already have available?
• What content do I need to create for effective brand display?
• What do I bring to the table that my competitors don’t, and how can I present that through my social channels?

It’s important to know your target audience inside and out. Having inside knowledge about key groups will tell you exactly what channels they populate. Here’s a breakdown, according to a 2019 study done by Sprout Social:

Users on Facebook: 74% female, 62% male

• 51% of 13-17 year olds
• 81% of 18-29 year olds
• 78% of 30-49 year olds
• 65% of 50-64 year olds
• 41% of 65+ year olds

Users on Instagram: 39% female, 30% male

• 72% of 13-17 year olds
• 64% of 18-29 year olds
• 40% of 30-49 year olds
• 21% of 50-64 year olds
• 10% of 65+ year olds

Users on Twitter: 24% female, 23% male

• 32% of 13-17 year olds
• 40% of 18-29 year olds
• 27% of 30-49 year olds
• 19% of 50-64 year olds
• 8% of 65+ year olds

Users on LinkedIn: 25% female, 25% male

• 29% of 18-29 year olds
• 33% of 30-49 year olds
• 24% of 50-64 year olds
• 9% of 65+ year olds

Users on Snapchat: 31% female, 23% male

• 69% of 13-17 year olds
• 68% of 18-29 year olds
• 26% of 30-49 year olds
• 10% of 50-64 year olds
• 3% of 65+ year olds

TikTok is also becoming a popular outlet for the younger demographic. Nonetheless, identifying and creating on-brand content that caters to a specific audience is the key to success in any niche. You want to highlight what makes your brand unique while keeping your audience’s expectations in mind.

From there, develop a content calendar to keep yourself organized and pay attention to your social media analytics. It may be beneficial to look into different scheduling services like Hootsuite and Loomly (we have used both) that can also track engagement levels, relevant hashtags, and other important metrics. Knowledge is power.

Bottom line: You want your content to be true to who you are as a brand while capturing the essence of what you do and why you’re important.

To learn more about the importance of social media in business, check out our recent blog.