Marketing your brand across the myriad of popular social networks is like having a houseful of pets. They’re all wonderful but each personality requires slightly different care and feeding.
Let’s take a look at some best practices for sharing content and building your audience across today’s most popular social media channels.
A relative newcomer to the scene, Flipboard helps brands engage customers by creating targeted digital magazines within the Flipboard environment. When building your own magazine, take your cue from Banana Republic. They hit all the right notes with a combination of how-to guides, videos, beautiful imagery, and offsite links to great blog content that supports their brand’s goals.
Who uses Flipboard: People who like to read magazines
- Curated magazines aren’t just just for retailers. Brands can use them to create buzz around a specific event, industry news, or even training and education resources.
- Make sure your magazine cover is eye-catching enough to entice visitors to take a peek inside.
- Update, update, update. You wouldn’t release a print magazine with an image of the 2012 Summer Olympics on page one so keep your editions fresh too.
This social network charged out of the gate like a house on fire as one of the first channels geared toward the sharing of visual rather than text-based content. While Flipboard has a “read me” feel to it,
When news aggregator Google Reader shut down, over three million of its users flocked to Feedly as a replacement. Feedly courts brands by offering paywalls, paid premium content features, and more. It’s a great channel for brands who want to target customers who like to consume information in batches during commutes or down time.
Who uses Feedly: Busy people
- Make sure your headlines don’t get truncated by keeping character count at 55 or less.
- Hook readers with an image. Though Feedly has a List View setting that eliminates pictures from the feed, make sure your post contains a relevant image to encourage readers who uses other settings to click through.
- Request your own brand hashtag from Feedly to use across other social channels.
If you think a company can’t do much with a social channel that allows only pictures and 15-second videos, you’d be incorrect. Brands like Starbucks and MTV have over 2 million followers on Instagram and follower growth among the top 10 brands jumped an average of 155 percent from May, 2013 to May, 2014.
Who uses Instagram: The under-40 crowd (it’s not just hipsters)
- Instagrammers love to #regram images so ask followers to send in their favorite pictures to be featured on your feed.
- Keep your theme consistent. Starbucks followers can spot an image from their favorite coffee purveyor at 10 paces even without overt product placement.
YouTube gave birth to the viral video phenomenon that’s now considered by brands to be the holy grail of marketing success. It’s use is so ubiquitous that it’s hard to pin down one predominant demographic that uses it most. Fortunately, parent company Google offers a robust analytics feature to help brands determine the particulars of who your videos are reaching.
Who uses YouTube: 490 million people worldwide
- Be real. It’s fine if your video is scripted and not spontaneous but be sure to say so. Nothing turns off a follower faster than making then think they’ve been duped.
- Optimize your video for mobile for easy sharing.
- Distribute your YouTube videos on your other social media channels for maximum reach.
This social network got its start as a text-only social channel but now embraces in-line images and, most recently, GIFs. Twitter may be one of the oldest social networks of the group but it’s still spry, sporting 255 million monthly active users.
Who uses Twitter: People who like to be engaged in bite-sized chunks
Twitter is a highly interactive channel so be sure to respond to users who reach out.
Feel free to engage other brands. Followers appreciate companies who aren’t afraid to acknowledge their competition.
Have fun. The most-followed brands use humor to grab consumer attention.
— Delta (@Delta) June 6, 2014