Get to know your audience and build your brand image
Since 2019, overall engagement on Facebook and Instagram has seen a dramatic drop. From new platforms like TikTok taking centre stage and less than favourable algorithm updates on Instagram, small businesses have the challenge of gaining substantial organic traction on both platforms. Nonetheless, the two platforms offer a unique environment where you can build relationships with consumers and increase brand awareness by leveraging the right tools.
Before discussing how to increase story views and post engagement, you need to know your audience. Everyone has a different audience, and your content needs to be reflective of that. When creating content, focus on building a recognizable brand that will appeal to your target audience to deliver the best, most interactive experience. Here are two ways to get to know your audience:
Ask your followers what they like, what they don’t like, or what types of content they enjoy the most. If your goal is to build brand image and increase engagement, you need to know your audience; the best way to do that is by asking them.
Here are some tips to keep in mind when using stories to get to know your audience:
Polls: You can use story polls in a variety of ways. You can ask for feedback, ask questions, and educate your audience about your brand.
Quizzes: You can use Facebook and Instagram quizzes in your stories to familiarize your audience with your brand. Some quiz options include three truths and a lie, a challenge to win (i.e. some prize or free advice), guessing games, and more!
Try using the free tools Facebook and Instagram provide with your Insights. Insights allow you to view and analyze different metrics to determine which of your posts generate the most engagement. Insights are an objective, data-driven tool to help you understand which type of content you should create more often to lead to brand growth. Here are some helpful metrics you can use to measure and monitor your account engagement:
Reach is the number of unique users who saw your post or story on any given day.
Impressions are when a user views any of your content. Impressions do not track when someone interacts with your content or whether they are a new viewer.
The higher your reach and impressions are, the better. They mean you’ve piqued your audiences’ curiosity.
Backs are specific to stories and indicate an increased interest in your previous story post, perhaps something you need to expand on.
Forwards, Next Story and Exits are all indicators that your audience doesn’t find your story interesting. The higher these numbers, the more interest you are losing.
Calls, Emails, Get Directions, Website Clicks and Link Clicks are important metrics to study for small businesses trying to drive users off social media and onto another platform such as a website.
After you understand what your audience wants to see, the next step is to incorporate your brand image. How you brand your content is up to you, but it should feel cohesive across all channels for a high-quality, omnichannel brand experience. You want your content to stand out when people are scrolling through. Here are some ways to include your brand image in your social media content:
Here’s a tip: Use Pinterest for inspiration on colour palettes if you don’t already have a colour palette established. Use one or two fonts consistently: one for headlines and another for body content.
Think about creating something your followers can look forward to (i.e. Question Thursdays where followers have the opportunity to ask questions about your brand via stories). Giving your followers something to look forward to means they will be looking out for your posts on those days.
Explore partnership opportunities with brands that target similar audiences. Partnerships are a great strategy for acquiring new customers and building engagement.
When you leverage Facebook and Instagram tools, you have the opportunity to get to know your audience and create content that matters while simultaneously increasing brand awareness.
Contact Northern Commerce for unique insights and advice on your digital marketing plan. www.northern.co
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