What is the Impact of Branding in the Age of Digital Media?

In recent years, the social media boom has changed the way people live and perceive things. The number of people using social networks and platforms has increased significantly this year, with around 4.2 billion consumers across the globe. This is almost half the world’s population active on social media channels such as Facebook, Twitter, or Instagram. In addition, many people search for brands or products on these networks and may look through pages for more information. 

Sponsored posts and creative campaigns can also get the consumer’s attention more quickly than anything else. So today, marketers are leveraging social media networks to reach out to a broader consumer base and boost awareness within a short period. 

The impact of branding in the age of social media continues to grow with time and become stronger. So let’s explore a few ways that it has changed the way people perceive marketing and branding strategies. 

How Does Social Media Impact Branding?

When it comes to effectively marketing products or services through social media networks, there are a lot of factors to consider. For instance, you need to focus on scaling your logo design for various platforms such as Twitter and Instagram, which have different requirements. For this, free logo maker software is available online, and branding tools are great for building your social following. It is also crucial to locate your target audience and strategize accordingly.

This is important because the engagement rate might be low while you may market or promote a particular brand on popular networks. Again, consider Facebook and Instagram as examples here as a large number of businesses use these to reach out to their consumers. 

Below, you can look at their engagement rate across various industries on both platforms according to the posts. According to the analysis of social media engagement and its benchmarks, these are numbers for brands that post around two to four times a day. 

Image Source: RivalIQ.com 

With user-generated content or video marketing strategies, you can increase engagement and establish a recognizable brand. There are quite a few brands, such as Starbucks and BMW, that encourage their consumers to share personal experiences with the products. For example, the beverage company runs a ‘Red Cup Contest’ in December where people can post pictures with various drinks and win a reward. While Starbucks is an established brand, it can reach the younger demographic of consumers and create more recognition and familiarity. 

This is one of the many examples of how branding has a strong impact through social media and crosses boundaries. 

5 Strategies for Branding On Social Media

Since marketers focus on increasing engagement and brand awareness via these platforms, you can also find many new features introduced by social media networks to promote products or services. First, however, it is essential to understand what works well and can lead to desired results despite the simple process. Therefore, let’s look at a few ways that can help boost awareness and visibility on various channels. 

Create an Appealing Page or Account

While it’s easy to begin posting on social media networks like Facebook, Instagram, YouTube, or Tiktok, the competition is also quite challenging. There are a lot of businesses or brands competing for the attention of consumers across or within a specific industry. So if you want to instantly make an impact and a positive impression on potential customers, create a profile or page that is aesthetically appealing. 

Curate posts or a grid that reflects the brand and tells people about the core values and mission. GoPro and Tiffany & Co. are just two examples among quite a few where people can stay on the page for a long time and explore. For example, if you take a look at the Instagram page of GoPro, you will realize how the brand has used authentic images or videos from consumers and featured them prominently. 

With high-quality pictures and video covers, creating a page or account that convinces people to look for more information and recall the brand becomes easier. 

Use Creative Hashtags

These have a lot of importance in the success of a marketing campaign on any social media network. Hashtags can increase engagement and create awareness about the brand as well. Coca-Cola, Nike, and Charmin have come up with creative hashtags such as #ShareACoke or #TweetFromYourSeat, which got millions of impressions. 

According to a case study by Smith Brothers Media, the campaign run by Coke led to an increase of 50,000 followers on Facebook. Quite a few smaller brands also use such hashtags during giveaways and contests to spread awareness and attract more people’s attention. 

Leverage Influencer Marketing

This is one of the most effective strategies to establish your brand on social media. Collaborate with influencers in your niche and share content. Ensure that their tone of voice and values align with the brand values. Businesses can also leverage influencer marketing to promote a cause. 

Cosmetic brands or organic food companies usually team up with bloggers for tutorials, recipes, or tips to get the most of the product. In addition, brands like HelloFresh, ASOS, and even Coca-Cola teamed up with various micro-influencers to connect with a broader customer base and increase engagement. 

Maintain A Consistent Brand Image

Brand consistency can result in a 23 percent boost in revenue for businesses. So it is essential to present the same message, tone of voice, and values across various mediums or platforms. By maintaining a consistent image, you can also make it easier for consumers to relate to the brand and recognize certain elements. 

Without it, the audience may become overwhelmed and get the wrong idea. In addition, people could move towards competitors if the brand’s message is unclear on different social media networks. For example, if you are using a particular color scheme on Instagram, make sure it’s visible on the Facebook page. 

Take the example of Nike, which has attracted millions of followers on different networks by maintaining a consistent brand image. With its voice, imagery, and branding elements, the company successfully engages consumers and promotes its new products.

Send A Positive Message

In the end, this is one of the most important strategies that can help create a positive perception of the brand. You don’t want people to associate negative traits or characteristics with the brand. Most brands like to share humorous posts or content that can stay with people for a long time. It is also an excellent idea to promote a good cause and send the right message to the audience. 

There are a lot of brands that also partner up with influencers or celebrities to create positive content. For example, in 2020, Proctor & Gamble collaborated with Charlie D’Amelio on Tiktok to spread awareness about staying at home during the pandemic and having fun. The successful Tiktok campaign got billions of views and engagements worldwide. P&G also pledged to donate to Feeding America if three million people joined in and raised awareness. 

The impact of branding in the age of social media has been quite powerful and continues to increase. Various platforms have made it easier for brands to establish a strong brand identity and create recognition across the globe. 

If you need help establishing your brand’s online presence, let Vigilante Marketing be your marketing hero! Contact us today to find out how we can assist in growing your business across the many social media platforms.

About the Author

Author: Jackie Rose

Bio: For the love of the word, Jackie has started writing since high school. Now she has made a career out of it with freelance writing and ghostwriting for her clients. She can write on any subject under the moon, and branding is one of her favorites. Loves chocolates and pet dog to distraction.

Contact: [email protected]

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