By Lauren Trieschmann

A recent study by Publicis and Twitter revealed that 92% of consumers actively seek out comments about brands, products, or services on social media. Long gone are the days when brands could only rely on a TV commercial, print ad, or billboard to reach the masses. Now, it’s easier, and arguably more affordable than ever, for companies to deliver their message directly to consumers, literally into the palm of their hands.

Here are four tips for how to effectively use social media to build your brand and reach your target consumer

1. Know your audience.

While it might sound obvious, this is a crucial first step in ensuring success in today’s crowded and competitive realm of social media. To zero in on your target audience(s), ask yourself: Who are my products intended for? What are their interests and hobbies? Where do they live? Where do they shop? What platforms are they using? What products are they currently using and what makes mine different?

Answering these simple questions can help you tailor your content to the right users. Advertising tools on platforms like Instagram and Facebook are also an effective way to get more eyes on your page for just a few dollars and offer a range of filters based on a user’s geographic location, age, personal interests, and more.

Last but certainly not least, make sure you’re on the same platforms as your target audiences. If your main goal is to reach Gen Z consumers, TikTok should be a no-brainer. If you want to speak directly to other businesses, LinkedIn might be your bread and butter

2. Establish your brand’s voice and aesthetic.

Once you’ve identified who you’re speaking to, this step should come naturally. Consider not only what your target consumer wants to see, but also what your own values are. Is your brand outspoken when it comes to social and political happenings that might impact your customers, or do you prefer to stay out of these public dialogues? Is your goal to have a bright and colorful Instagram grid, or are neutrals more your thing? Is an eye-catching video the best way to communicate your message, or do you prefer a simple photograph instead?

No matter what you decide, remember that consistency is key. Consumers value brands with strong ethos that deliver consistent quality – both in their products and through their online presence.

3. Make sure you’re following the right people and organizations.

The next step is to follow and engage with accounts that are relevant to your brand. Whether it be influencers, journalists, publications, or other brands, it’s important to stay up to date with the latest from these groups and let them know you’re interested in what they have to say.

This can also open the door for valuable networking opportunities, or even land you a media placement. Now more than ever, journalists are taking to platforms like Twitter, Instagram, and Substack to share what stories they’re working on and ask for tips and sources directly from brands and PR professionals.

4. Showcase the people behind the product.

One of the most engaging and authentic ways to reach consumers on social media is by showcasing the people behind the product and what drives them to do what they do. The good news is that there are many ways to do this.

You might host an Instagram Live Q&A with your company’s founder, or perhaps share a series of “spotlight” posts featuring everyone from your CEO to an employee on the production line. One of the key takeaways from the Publicis and Twitter study is that “Authenticity counts. Trustworthiness counts. Who you are — and how you show up — is every bit as important as what you sell.”

Showcasing the individual and collective stories that make up the fabric of your brand is by far one of the most impactful ways to connect to today’s discerning consumer.

Want to learn more about leveraging social media to build your brand? Reach out to our team for more information.