It’s been said that advertising isn’t just selling a product. Instead, it’s selling a feeling, a lifestyle.
That’s the importance of social media. It’s all about leveraging the power of the subconscious. For instance, say a brand has hired a popular Instagram influencer to model a bikini.
When you strip it down to bare bones, a bikini is just a few scraps of cloth. That’s not what an influencer is selling when they pose in the bikini with a margarita, in front of a Malibu sunset.
Instead, they’re selling the relaxing feel of a vacation, with no responsibilities or deadlines. They may be selling the freeing feeling of body confidence.
Marketing on social media is all about making implicit promises. It’s a chance for the brand to subtly say it: buy this bikini, and you too will feel relaxed and confident while all your worries melt away.
That’s the power of advertising on social media. It’s not just a chance for your business to sell products. You’re selling experiences, feelings, and lifestyles.
That’s why we’ve assembled a guide highlighting the importance of social media and how you can best leverage it for the benefit of your brand.
Table of Contents
Connect with Customers
When you read a newspaper, such as The New York Times, you’ll see that many newspapers have a section reserved for Letters to the Editor. Why are these letters published?
The press is intended to be a representative of the community. It gives community members a voice and an opportunity to leverage for positive change.
Sometimes, letters to the editor are petty and seem like a waste of ink. Publishing those letters is less of a social stand and more of a sales tactic.
Newspapers are sold to people who feel that it offers them value. They feel personally invested in what the newspaper has to say, so they subscribe to it. If they see that the newspaper invested in them, they feel more inclined to invest back.
That’s one of the benefits of small business social media. It gives you a golden chance to connect with your customers in a unique, personal way. If your potential customers have a question about a new product launch, returns, sizing, or anything else, they can slide into your DMs.
It also gives you a chance to highlight customers in the social media version of a letter to the editor. When customers find a product they love, they often post on their social media.
Some will tag the brand, while others you’ll have to dig for. Promote these customer photos on your social media channels! Loyal customers love getting a shoutout from their favorite brands.
Catering to Your Demographic
Generation Z is coming of age, which means that they are starting to flex their buying power. The oldest members of Generation Z are getting post-college jobs, while younger members are getting high-school jobs.
When catering to a new generation, it’s important to meet them on their own turf. In the past, that meant getting your brand in popular magazines and in the mall.
Print magazines are slowly becoming a thing of the past, and malls are no longer a top teen hangout anymore. Where are teens absorbing pop culture, communicating with each other, and figuring out a sense of self?
On social media. In many cases, brands that aren’t on social media might as well not exist. This is where the power of younger employees comes in.
While your older employees might be able to offer golden financial advice, they might not be as thrilled about doing a TikTok for the company’s social media page. This is a chance to let the younger demographic in your office shine!
Keep Up On Trends
One of our top social media tips is keeping up with what’s fresh and new. As a small business, it’s easy to look to powerhouses to set the trends.
However, those things have changed. The Victoria’s Secret fashion show, for instance, holds a lot less sway than it once did. Now, consumers are prioritizing brands that are body-positive, eco-friendly, and showcase their needs and desires.
Where are these brands? They’re not on top fashion runways, in many cases. Brands like Parade, Lively, and other top underwear/lingerie brands have a robust social media presence.
Trends like athleisure, loungewear, and cozy takes on classic lingerie were directly spawned by the pandemic and gained popularity on social media.
One of the benefits of social media is being able to keep your finger on the pulse of developing trends that you can jump onto. It’s another great way to connect with your audience!
Gathering Data and Planning Ahead
One of the best parts about marketing on social media is that it doesn’t have to be complicated. Instead, it offers benefits unparalleled by any other marketing practice.
When customers reach out to you, like your posts, and comment on them, you’re gathering data. What types of products do your customers respond to? Does the best time for posting on social media also translate to the best time to launch?
This is valuable data that can only be harvested through the process of advertising on social media. But when you’re first getting started as a small business, it can seem overwhelming.
The good news is that it doesn’t have to be. The importance of social media can’t be overstated, but that doesn’t mean that it needs to consume all of your time and energy.
You can leverage automated creative artificial intelligence tools to schedule your posts in advance. By scheduling, you’ll be able to sync all your platforms together and keep your customers engaged. With the right tools, it’s a breeze—check out here!
Embracing the Importance of Social Media
Social media has been a two-edged sword for many brands. But when used properly, you’ll be able to connect with customers, serve them better, and boost their sales. The importance of social media can be boiled down to just that: a tool for connection.
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