Social media has become a key part of our everyday lives. Consumers have begun spending more of their free time scrolling through various social platforms; this means brands have an opportunity to target audiences across multiple platforms in multiple content formats. Working with a social agency can show you exactly how you should be using social media to engage your audiences.
For many people, social media has become the primary method of communication between friends, family and brands. It is a culture-hub, where many of the world’s latest trends are found, loved, and sent global. To show your brand is culturally relevant to today’s consumers, you need to be social.
But how has the rise of social media marketing changed the marketing strategies of today? Let’s get into it.
Social media’s initial purpose was to, as its name suggests, build social connections between users. At first, brands didn’t have a place on the platforms or have advertising opportunities there. Over time, the use of social media shifted to a place where users could follow brands, influencers, and celebrities, and the beginnings of parasocial relationships were formed.
Following this shift, businesses began approaching these platforms in a totally new way.
One of the most impactful ways social media has changed modern-day marketing is by providing new data. Traditional marketing can only really target a wide audience. With social media, you can target specific audience demographics, ensuring your brand, products, and promotions are always seen by relevant audiences that will have a genuine interest. This data also means you are able to more carefully tailor your content using accurate audience and customer insights.
Another huge advantage of social media is that it now provides a whole new commerce channel. Social commerce has been on the rise recently as social platforms develop their own in-app shopping experiences. Being able to market and encourage a seamless buying journey within one space not only encourages more people to make a purchase but provides insight into buying habits.
Social media is founded upon communicating. This means social media has become an ideal location for customer service. Instead of customers having to wait on hold for a customer service representative or an email response, they can now tweet or DM brands for assistance. Social media is the go-to communication channel for consumers nowadays, so it makes sense that it is used for brands to interact with customers in real-time.
Social media allows brands to build connections directly with their customers. Before social media, communication between customers and businesses was one-way. Businesses could communicate with their customers, but customers were unable to communicate back. Now, that’s not the case. Brand and customers can interact with each other to build online communities.
The rise of social media has allowed businesses to become more relatable to their customers. Social platforms allow them to humanize themselves through tone of voice, content formats and influencer marketing. Customers are more likely to become loyal to a brand if they are able to relate on a personal level. By tapping into the latest influencers or social media trends, brands can show they are culturally relevant to their audiences. They can also forge deeper connections by sharing behind-the-scenes footage of their business or taking a stand on a social issue.
In short, social media marketing has allowed businesses to get more personal with their audiences, which has led to long-lasting relationships between brands and customers. If you’re not using social media for your business yet, now is the time to start. A social agency can show you exactly how you should be using social media to connect with your target audiences.