While having a strong ad strategy is extremely important to the success of your brand online, equally as important is your organic presence. Your digital presence on social platforms like Facebook + Instagram (and other platforms!) helps to keep your brand top-of-mind for your audience. Here are some of the best practices we most frequently preach to our clients.
Consistency + Frequency
You’ve probably heard it before in all areas of marketing, but we cannot urge just how important it is to stay consistent and frequent on social media. If you’re used to posting once in a blue moon or if you only post once a week on different days, now is the time to develop a cadence and get to posting consistently and frequently!
Sometimes it’s hard to tell how much is too much and how little is too little, but it’s important to post regularly to stay relevant. Staying up on social media posting also helps your standing with the various algorithms. We also highly recommend building a social media calendar to keep your organic presence on track.
While the sweet spot may be slightly different for each brand, it is important that your consistency creates a regular frequency. For most brands, posting 1+ times per day is a healthy amount! Time of day also falls under frequency, and it’s worth gathering insights from Facebook on when your audience is most active so that you can post when they’re online and most likely to engage.
Another key factor in developing a strong organic presence is the personality of your posts. This is your time to really showcase what your brand is all about and to add a bit of charisma to your brand’s voice. When you think about your brand and/or products, what kind of personality are you trying to convey? Often this is referred to as the look, tone, and feel in the world of branding. But, those elements should be translating digitally in your content, too! What makes your product unique? What does your audience need to know about your brand that you can speak to on social media?
A few brands with clear personalities in their content are Wendy’s, Chubbies, and Daily Harvest. For Wendy’s, authenticity (and a heavy dose of sarcasm + unapologetic humor) has made the restaurant stand out on social media. Chubbies’ voice relies heavily on humor and sarcasm as well, but really speaks to their audience in the way they prefer to communicate. Lastly, Daily Harvest embraces a conversational and friendly personality on social media, while showcasing the beauty of their products with clean, simple photography. We encourage you to find and embrace that authentic voice your brand most certainly already has.
Last, and possibly most importantly, is the quality of your posts. You can post both consistently and frequently but still lack value to your social media audiences. The key to creating value-driving content is to be helpful, relevant, and entertaining to your audience.
Whether it’s super engaging content such as customer shout-outs, or videos showcasing how to use a product, the quality of your organic content is of utmost importance. One way to make sure you’re always posting top-quality content is to ask yourself, “Does this add value to my audience’s life?”
While there are a myriad of factors that go into unlocking a strong organic presence, we believe that these three areas are a great place to start. Once you have these key pieces mastered, you can feel confident that your social media presence is built on solid ground!