Everyone is on social media; you, your client’s business, their customers, and their competitors. With so many companies fighting for visibility on social media platforms, how can your client stand out from the crowd? Here are a few tips from The Sprout Social Index, Edition XVII: Accelerate.
How to Stand Out on Social Media Platforms
Social media platforms are getting crowded. According to Sprout Social, 71% of American consumers say that they’ve been spending more time on social media this past year than they ever have before. And it’s not just millennials and members of Generation Z (although they are the leaders of social media usage). Over the past year, social media use has risen by 75% among members of Generation X and by 54% across the baby boomer population. Additionally, these are the social media platforms consumers use to follow brands the most:
- Facebook: 78% of all consumers
- Instagram: 57%
- YouTube: 47%
- Twitter: 36%
- TikTok: 22%
Before you use social media platforms to promote your client’s brand, you should use it to research their competition. According to Sprout Social, advertisers are using their competitors’ social media profiles to learn about:
- The strength of their customers’ brand loyalty
- The strengths and weaknesses of the competition’s products and services
- Where your client’s brand can differentiate from the competition
Additionally, by studying customer reviews and interactions on both your client’s and the competition’s social media pages and posts, you can learn:
- How consumers are using the products or services your client offers
- What consumers like and dislike about the brands you’re studying
- What customers expect from brands going forward
- Which trends your client’s target audience are interested in
- What kind of social content resonates with consumers
Research of this kind shows you to be a credible sales rep. When you demonstrate your knowledge, your prospects and clients will be more willing to do business with you.
Which Types of Content to Create
When it comes to ads and content on social media platforms, your client’s target audience wants to see the inclusion of visual elements. Advertisers report that the most valuable types of social ads and content for raising brand awareness are video, images, stories and live video.
Consumers also want to see content from brands that shows an understanding of what they want and need. Consumers would also like to see more culturally relevant content, as well as content that will educate them on the company’s products or services. To fulfill these consumer wishes, brands need to understand that they shouldn’t just use social media platforms for advertising. Creating content that is valuable to consumers can be just as, if not more, effective than ads because it can drive visitors to your client’s website to do more research into what they have to offer. And while they’re there, there’s an increased likelihood that the consumer will make a purchase before they leave.
You can learn more about your client’s target audience’s online and social media habits by checking out their profile on AudienceSCAN on AdMall by SalesFuel. Don’t wait. Get started on that new content for your client’s social media platforms today!