Low Engagement? Here’s Why You Should Focus on Brand Awareness Instead
You won’t always get the engagement you desire when you’re first starting and that’s okay, even bigger brands that have been active on social media longer than most are always experiencing a decline in engagements. The question now is, what do you do when your content isn’t getting engaged with at this early stage?
Switch objectives, and focus on creative ways to create lasting impressions for your brand and attract people to your content (again, don’t worry about the low engagements at this point, they’ll come).
Brand awareness is the extent to which audiences are familiar with your brand’s identity and its product or services.
– Sprout social
Your brand’s awareness level determines how well your audience associates you with your product or service. To give you a hint: what do you think about when you see the partially eaten apple symbol?
Exactly.
That level of association doesn’t simply come from the logo but also the quality and consistency of content the brand had used to create experiences and impressions on their audience.
These are some of the reasons why brand awareness should be at the forefront of your social media goals:
Why Focus on Brand Awareness?
- Become the Top-of-Mind Choice: Imagine a customer needing a specific product. When they start searching, what brand pops into their head first? By consistently building brand awareness, you position yourself as the default choice. Brand awareness makes you the trusted solution in a sea of alternatives.
- Attract New Customers & Retain Existing Ones: A strong brand identity builds trust and credibility. Consumers are likelier to choose a brand they recognize and feel comfortable with. Customers who connect with your brand message are also more likely to return and become brand advocates, spreading positive word-of-mouth.
- Command a Premium Price Point: A well-known brand commands a certain level of prestige. Consumers are willing to pay more for products they trust and associate with quality. Strong brand awareness can help you justify premium pricing and differentiate yourself from less well-known competitors.
- Navigate Market Fluctuations: Economic downturns can be brutal for businesses with low brand awareness. When budgets tighten, consumers often stick with familiar brands they trust. Investing in brand awareness during good times builds resilience. When challenges arise, your established brand identity acts as a buffer, protecting you from market fluctuations.
- Attract Top Talent: A strong employer brand attracts top talent. Job seekers are drawn to companies they admire and respect; a well-recognized brand signals a positive work environment and a commitment to innovation. Strong brand awareness allows you to recruit the best and brightest, fueling your company’s long-term growth.
Brand awareness is an investment, not an expense. It’s the foundation for building lasting customer relationships, achieving sustainable growth, and ultimately, solidifying your position as a leader in your industry.
“How do you become a familiar face within your followers’ feeds versus someone they just scroll past?”
If your goal is to build brand awareness using your favourite social media platforms, this is the right part of the blog to read. If you don’t currently plan on doing so but would be hoping to do so in the near future, this would also be helpful to read
Here are some of the ways you can show up to spread awareness about your brand:
1. Be human: People connect with people. A company account that feels impersonal and robotic struggles to resonate with an audience; without a relatable voice or a touch of human vulnerability, your brand gets lost in the noise, and your content blurs together with all the other generic posts, forgotten as quickly as they’re seen.
By injecting a human personality, you create a relatable voice that consumers can connect with on an emotional level. Humor, empathy, and even vulnerability can foster a sense of trust and friendship, drawing people closer to your brand. Nobody enjoys a one-sided conversation. A human personality allows you to engage with your audience more interactively. You can respond to comments, answer questions in a friendly and informative way, and even host contests and polls that encourage participation. This two-way communication encourages a sense of community and keeps your brand at the forefront of your audience’s mind.
2. Showcase Your Brand Values: A human personality provides a platform to showcase your brand values in a more relatable way. Are you passionate about sustainability? Highlight your eco-friendly practices with a touch of humor. Do you value innovation? Share behind-the-scenes glimpses of your creative process with a dose of enthusiasm. This allows your audience to connect with your brand on a deeper level, aligning themselves with your mission and purpose.
Being human is not the same as being unprofessional, so tailor your personality to your target audience and industry. Also, don’t be afraid to inject some humor, share stories, and let your brand’s unique voice shine through. In a world of faceless corporations, a human touch is the key to building a brand that people connect with, remember, and ultimately, choose. It’s the difference between being recognized and being remarkable.
3. Maximize your social profile real estate: It’s easy to upload any image as your background photo and profile picture without giving it much thought, but when you think about it… The main purpose of posting engaging content is to get interested parties to visit your profile. Just because a user visits your profile does not mean they’ll stick around longer than they have to, and this means there’s still work to be done at this stage as well.
“Work” like ensuring you use an easily identifiable logo, a simple tagline that summarizes your brand’s purpose, and as a bonus tip, a background image that summarizes your tagline with a simple visual (could just be a plain background with your tagline). This helps ensure that a high number of visitors who visit your page get the gist as quickly as possible, even if they don’t stick around for long.
Conclusion
Building awareness for your brand, your products and/or services is the same as having a reliable foundation on which to promote your business effectively online. It is not a phase to be skipped over or handled half-heartedly if you hope to get a great return on your social media efforts.
P.S.: No matter what stage you’re at in your business lifecycle, Reve Digital can help you develop a customized social media strategy that delivers measurable results. Our team of experts will work closely with you to understand your unique goals and target audience and craft a plan that positions you for success on social media.
Contact Reve Digital today to discuss your social media needs and explore how we can help you turn your online vision into reality.
