Brand-led communication with compelling audio and video can strongly impact people’s shopping experiences because social media platforms like Instagram and TikTok are purely visual. Did you know: When asked about how brand content can help them on social media, 42% of Instagram users surveyed said it helps with discovering new products, and 44% said it helps them find new information about a product or service.
Social media can be leveraged to legitimize your brand in the mind of the buyer. You can create authenticity for your brand by using intentional elements that engage the buyer in a two-way dialogue. Here’s how –
Telling a Story
Customers look for products that add value to their life and communicate who they are to the world. Without being able to experience your product, how can the customer get a sense of the product’s quality? Through seeing quality in the media.
Consistent media that showcases what your brands are all about, creates a mental placeholder between the buyer’s imagination and your tangible products. Curate what the buyer sees and believes about your brand in the blink of an eye by creating unique and believable media that tell a story, align with your brand’s values, and connect with your target customer.
Secondly, customers want to purchase from brands they trust. With the barrage of marketing and advertising engaged in social media, a key difference is if the buyer perceives your brand to be honest, transparent and reliable. In social media campaigns, brands should consider incorporating content that shows the ways in which the brand considers the needs of their buyers.
For example, are your ingredients sustainably sourced? Do you give back to your community or donate a portion of your proceeds to charity or important social causes? Tell the origin story in a brand video. Every company has a rich story to tell, and your audience wants to hear all about it!