Learn more about how brands can authentically follow trends, avoiding the pitfalls of superficial engagement, through social media branding strategies.
In the last few days, have you seen any content from "Inside Out 2" circulating on social media? Whether it's a meme on Instagram, a video on TikTok, or a review on LinkedIn, it's hard to escape the topic of the moment.
This excessive visibility in digital marketing It happens because the social media algorithms They allow organizations to reach even larger and more connected audiences with their messages. Following trends generates shares, which increase engagement and, consequently, strengthen the brand in the minds of consumers.
The race for viral content It is a conscious strategy to occupy a space in the collective unconscious. However, the battle for attention retention that brands have been waging faces resistance from consumers, as evidenced by the "silence, brand" movement, which began as just an internet meme but represents a skeptical or rejection response to brands' attempts to appear engaged in social discourse solely for marketing purposes.
In plain Brazilian Portuguese, "shut up, brand!"“
“"Life of a Meme," a cartoon by Alex Krokus. Source: Reddit
The "Silence, Brand" meme is a reaction to brands' exaggerated attempts to appear funny and laid-back on social media, reflecting consumer distrust and fatigue towards them. branding strategies who try to capitalize on relevant issues without a genuine commitment.
This movement proves that not all brand interactions on social media are welcome, especially when they seem forced or insincere.
And so, we reach a stalemate: how can brands maintain a consistent and engaged presence without sounding opportunistic? The solution to this challenge is simple, even if it doesn't seem so.
Social Media Branding Strategies
Just as purpose is the guiding thread of branding in an organization, it should also dictate the guidelines of... digital communication. Companies that invest strategically in social media are able to cultivate a loyal fan base and create long-term differentiation.
Brands are like people; they have personalities, talents, and they're on social media. Now, exactly where they are is up to the consumer to decide.
Know your audience.
Would you know where your most active customers are? Perhaps in LinkedIn, no TikTok Or on another platform? Focus your efforts on the channels where your audience is present.
The results of the study Global Overview Report Data from 2023 indicates that 71.11% of users use Facebook to exchange messages with family and friends, while 67.91% say they use Instagram to post or share images and videos.
Pay attention to your users' behavior on social media This is what will dictate whether your strategy will be successful or not. It's no use having content that aligns with the brand's purpose if it doesn't resonate with the audience. That's a waste of value.
Be consistent with your purpose.
Does your brand really need to participate in every trend? An exercise we do internally, and that you can also implement, is to always start any project with its purpose. Ask yourself: how does this content reinforce my brand's purpose and add value for my customer?
This tip is specifically for organizations that already have their purposes defined. If you don't have one, we recommend that you take some time to focus on that.
As we mentioned earlier, the brand purpose It functions as a timeless guide for the business, helping the company evolve and reinvent itself when necessary. Without it, the organization risks stagnation or getting lost amidst the rapid changes in the market.
With all this, what we mean is:
Brands that are consistent with their purpose have a engagement on social media significantly greater. Creating content that reflects this purpose drives the building of a proprietary and consistent brand identity.
The pillars of iconic branding.
For a brand to be iconic in social media, And everywhere, it must be proprietary, consistent, relevant, and distinctive.
Having a unique tone of voice that connects directly with the audience is fundamental to creating a distinctive and impactful personality. Consistency, on the other hand, is the foundation that ensures the uniformity of the message across all channels, from social media to the product experience, reinforcing the... brand personality and yours online presence in every interaction.
Relevance happens when a brand stays current and meaningful. This involves understanding market dynamics and audience interests, creating content that aligns with cultural trends and social movements.
How is your brand's storytelling currently? Do you use the same language across different channels?
Successful strategy in practice
A recent example of a successful strategy on social media It was the campaign of Itaú “Go to Copacabana with Itaú,” which offered 750 pairs of VIP tickets to customers who used their Itaú cards.
Source: Redemagic
The campaign was announced in Instagram e Facebook, encouraging customers to participate and share their experiences.
The result could only be much better. engagement on social media, The campaign recorded a significant increase in the use of the cards and further strengthened Itaú's position as a sponsor of major cultural events.
UGC Strategies: User-Generated Content
O Uto be Ggenerated CUser-generated content (UGC) is a strategy that utilizes content created by consumers themselves. Unlike influencer marketing, where a brand collaborates with influencers to promote products, UGC leverages the... experiences and the spontaneous engagement of the users.
The strategy celebrates customer loyalty and increases conversion rates, as consumers tend to trust user-generated content more than content created by the brand itself.
Understand it in practice:
A Havaianas This is an excellent example of successful use of UGC. Known worldwide for its iconic flip-flops, Havaianas collects images of customers using its products and integrates them into carousels and galleries on social media and its website.
Image from the official Havaianas Instagram account.
The Brazilian brand encourages its customers to post photos using the hashtag ##TodoMundoUsa. These photos are then reposted on Havaianas' official feed, creating a cycle of engagement and encouraging more users to participate.
This movement generates a continuous flow of new content on social media It also reduces the marketing team's efforts, since the consumers themselves are creating the promotional material.
Strategies for Influencers and Content Creators
Whether you like them or not, influencers are unavoidable. The key is not to choose the most famous influencer or the one with the highest engagement, but rather the one that best aligns with your audience, product, and service.
The choice of influencer or content creator It must be as strategic as... branding From the organization: always guided by purpose and based on the pillars of differentiation, relevance, consistency, and ownership.
According to the study "Who Influences You?", 6 out of 10 followers have already purchased products or services recommended by influencers, highlighting the preference for this format for discovering new products. However, the number of followers is not the determining factor: 731% of consumers say that a influencer It is someone capable of promoting ideas and influencing the opinions and behaviors of their followers, regardless of the number of followers they have.
In other words, ignoring this feature could be a waste of value for your brand.
Natura and the strategic use of influencers.
Recently, actress, presenter, and influencer Maisa was announced as the newest ambassador for... Natura.
The goal of the partnership is to expand and strengthen the relationship between the Brazilian multinational cosmetics company and young people in the area. Generation Z – one of the company's main focuses for 2024. Throughout the year, Maisa will represent Natura products in the Perfumery category and the Tododia and Ekos brands.
In addition to the production of content and activations for social media, On the platform where the actress has amassed over 100 million followers, she will also participate in brand campaigns and events, including appearances at various festivals across Brazil and proprietary initiatives.
The move is intentional and aims to attract younger customers.
Images taken from Maisa's official TikTok account.
And you, have you been using UGC and influencer strategies to strengthen your branding on social media?
Remember that the social media presence It should be a natural extension of brand identity. Taking ownership of these territories will yield good results.
Engagement alone doesn't generate revenue, but a strategic outreach anchored in branding can boost results. Therefore, invest in actions aligned with your brand's purpose and that put your target audience at the center.
Consistent and proprietary communication will ensure that your organization stands out through... social media branding And maintain relevance in the digital landscape. As we always say, make your brand work for your business.
Don't stop here: See how the visual guidelines of the Natura Tododia campaign set the tone for communicating the incredible benefits of the new line.
