Today, social media platforms have become an effective channel to build a brand. In fact, having a website is important to have a good customer experience. Even the biggest digital agencies recognize the importance of social media.

It is amazing how much the social media platforms have evolved. Instagram is one app that allows people to shop via the app. It is true that development companies dominate the online shopping market, but it is always nice to have more options.

Before we get into the details of how to build a social media branding strategy, first we should outline what that is.

Social Media Branding 101: A Strategy for Social Media Branding 101.

A branding strategy is a plan to achieve several long-term goals that eventually result in brand identification and awareness. Your ultimate goal should be that your customers should recognize you right off the bat.

There are many ways for you to do that – native advertising, referral programs, etc. That is, social media platforms allow you to make new friends, and that is something that other techniques don’t allow you to do – interaction. It is no surprise that even the biggest and most successful businesses turn to different social media platforms in order to grow.

Of course, just posting there on the internet won’t do anything. Anyone can do that. Instead, you will need to create a social media branding strategy and map out the path that leads to brand awareness.

If everything is still a bit confusing, don’t worry – we will go over all the necessary steps to get you started with social media branding. Let’s get started with the first one.

1. Find out what your target audience is.

Before you start planning, know who your target audience is.

Your target audience is a group of people who are most likely to buy your products and services. Remember that the more you understand, the better the results will be.

Age, gender, location, education, income, interest, habits, and behaviors can all be helpful for you in maximizing your results. It is possible that some of this information may not always be relevant. If you sell protein bars, then marital status is probably not of any important concern.

There are many ways you can reach your audience.

  • Analyze the number of your customers. That’s the easiest way to get the information that you need.
  • Check out the other contests. You can see who is following your competitors on social media. Check out their reviews, and analyze their blogs to see who their target audience is.
  • Be sure to define who is not your target audience. By eliminating some people, you can also determine who your target audience is.
  • Use the analytics. Google Analytics is available for you if you have a website or if you just want to analyze social media.

If you define your audience, you will also be able to make the best decisions when you next take your next step.

2. Select the right social media platforms for you.

There are many social media platforms for you to use, such as Facebook, Instagram, linkedin, Twitter, Pinterest, and others.

That does not mean that you should use all of them. Some social networks are just not suitable for you to use. When you are selling your children’s clothes, you will spend a lot of time on linkedin, because the people that you are marketing to are mostly corporate.

We know that it’s difficult to find all the information about every social media platform in one place, so we made a quick overview.


Because of the large number of people on Facebook, it is probably the best platform for spreading brand awareness. On Facebook, male users between 25 and 34 years of age make up the largest demographic. Globally, 56% of the users are males, while 44% are female.


Unlike Facebook, Instagram’s largest demographic comprises male users between 18 and 24 years of age, followed by male users between 25 and 34 years of age. On the women’s side, the majority of women who use Instagram are between 18 and 34 years old.

Users on this platform like vibrant images and are more likely to get personal on Instagram than any other platform.


Like on Facebook, 56% of the users on LinkedIn are males, while 43% are female. Up to 60% of users are 25 to 34 years old.

Like Facebook, linkedin is a platform meant for career development. The majority of its users are business people. What you post on linkedin should be inspirational and should encourage discussion. It shouldn’t feel like marketing.


Most of the users on Twitter are male, while just 29,6% of the users are female. Almost 40% of users are between 25 and 34 years old.

When you are on Twitter, hashtags are a must. People like short-format text, images, videos, and animated gifs.


Pinterest is easily the most visually appealing social media platform of all. Some women users seem to like this feature. Only 14,8% of users are male. As many as 38% of users are between 50 and 64 years of age.

On Pinterest there are many images that are called pins. On social media, it’s best not to use hashtags or promotional information or salesy calls to actions like ‘Buy now!’.

You may have noticed that you are able to target different audiences on different platforms. For that reason, you should adjust your content to each platform. Some people on Twitter may like memes and short-form content, but Instagram users are more likely to view photos and videos.

It would make sense to create different types of content for each platform if you want to deliver quality content.

3. Start learning the basics.

When you decide who your target audience is and what social media platforms you are planning to use, it’s time to set up your profile. You don’t need to be a master in digital strategy. In order to maximize the results of your work, there are several things that you should do.

Make your profile optimized.

First, you should make sure that all your profiles on different platforms have the same name, banner, and logo. You have the opportunity to choose your colors and design your banner and logo using those colors.

One of your profile descriptions should summarize the main message that you want to send to your potential customers. By doing this, people will know who you are. Also, it is important to use the right keywords, in order that your followers will easily find you.

Be consistent with what you have been showing visually.

People think that branding is based on the website’s color palette and logo. There is more to it.

When you start consistently posting pictures with the same style and color palette, people will start to associate your company with your chosen style. After that, they will stop looking for your logo because they will know that it’s you.

Post this regularly.

In order for people to remember you, you should post regularly on your social networks, but also keep in mind that the frequency of posting depends on your audience and on the platform that you are on.

If you find out that your audience is more active at that time of the day, you should post your article in the evening. It might take some time to analyze and understand the significance of what I have mentioned, but the result will be good.

On the other hand, as we’ve previously mentioned, users on different social media platforms have different expectations. In the Instagram platform, people expect you to post 2-3 times a week, while on Twitter and LinkedIn, users expect 1-5 posts a day.

Posting a couple of times a day may seem complicated, but you can rely on social media marketing tools to ease the process. You will be able to set a content calendar and schedule your posts.

A good plan is very beneficial because you will have more time to stay on top of everything and adjust your content to suit the interests of your audience.

Develop your own brand voice and stick to it.

You can be humorous, inspiring, or serious, depending on the kind of audience you are engaging with. So, you must penetrate your target audience and listen to them. Are they friendly and playful when they talk to each other? Is there a jargon they are using?

After you understand how they communicate and how they feel, you can start communicating with them in a way that they understand. It’s just like real life meetings – people who are having a drink of wine with you will like you more if they can connect with you.

4. Connect with Your Audiences.

When you want to connect with your audience, this is the best way to do that. When someone comments on your posts or tweets that are about you, you should respond.

Always reply to your customers as soon as possible, because doing that will help them feel appreciated. But people always remember that.

Show the real you!

Another great way to connect with people is to show that you are human. So, let your customers experience what it is like to work behind the scenes.

You might also post some photos of that team-building event that you organized a few days ago. You could also just share a picture of your desk with a laptop, and a funny description of it that people can relate to from their own experiences.

Be careful how you deal with criticism.

There is no one who is completely perfect. You will make mistakes from time to time, and even if you do not make any mistakes, not everyone who is like you is necessary. Be prepared to receive criticism professionally, and to be gracious towards others.

5. Change your mindset to influencer marketing.

These people are the people who spend hours every day on social media platforms to grow and influence other people’s buying decisions. With respect to their niche, they may have hundreds of thousands of followers or far fewer, but their engagement rate is always reasonable.

Influencers can help you grow your brand tremendously. Because your brand is all about how people perceive you, influencers have the power to reach out to a large audience, and have an influence on how they perceive your business.

First, you must find an influencer that fits your requirements and is relevant to your niche. So, for example, if you are selling body lotion, you should probably find someone whose content is focused on beauty or skincare.

Once you find the right person, contact them and pitch your ideas to them. So, come up with a campaign that is beneficial for both you and the influencer.

One of the best ideas is to allow an influential person to take over your account for a day. This can help you to have new content that people are excited about, and it will cause their followers to follow you, which will make you more noticed.

6. It is important to keep track of your progress.

Always keep in mind that you will not be doing anything better if you aren’t aware of what you are doing.

So, open up your analytics and look at the numbers. Do they meet your expectations? Is there something that your audience liked? Is there a post that isn’t performing so well?

If you think that there is room for improvement, try to tweak your strategy a bit and see what happens. We believe that you will be successful right around the corner.