By Michael ‘Hank’ Wilson – Every person who lives and works around livestock or has watched a tv western knows what a brand is.  In agriculture a brand is how people tell who an animal belongs to, it is a distinctive identifier. In a non-agriculture environment, people talk about making sure a business has a brand. How it is important that people recognize the brand. That belief applies to urban and rural businesses alike, everyone needs a brand.  But today, what is a good way to get your brand identification known?

Utilizing social media platforms to brand a small business is challenging. To be successful a campaign must be creative. The best campaigns take advantage of video and stills.  Campaigns build product anticipation, and they are consistent. Successful businesses publish more than once a month.  Efficient marketers make use of the platform analytics, and perhaps most importantly know their target audience and the demographics of the platform. How does anyone decide where to start? Facebook, Twitter, Tik-Tok, Pinterest, Instagram, and Snapchat do all fall under the label “social media”. 

While there are similarities between the platforms, all have very different audiences. The methods of message delivery must that information into consideration.  According to a report from Pew Research*, 69% of Snapchat’s audience falls into the age range 13-24 and evenly split between males and female.  Only 38 percent of Pinterest’s is in that age range and has a significant difference in gender with 42 % women to 15% for men.  Instagram does have a larger share of the 18-24 age group at 75%, and is still 43% women to 31% men.  Based on the application is there a best way to utilize it?

Snapchat is designed for quick read and the posts disappear after 24 hours. Any content there must be attractive and designed to achieve an immediate action on the audience’s part. Instagram is more personal, and posts stay longer, but since they are still image or video, they must be captivating and consistent.  Pinterest’s primary audience is the Do-it-yourself person looking for hints and ideas. When a photo or other image is “pinned” it remains there for long term. Facebook is considered the platform for grandparents and should be used to target an older demographic.  Tik-Tok is a video app that is known for short entertaining pieces and many of the videos are very similar.

In the final analysis, if the company has products or services geared towards teens a Snapchat campaign is a very excellent choice. Products or services towards professionals, homeowners, or an older audience then Instagram or Facebook might offer a good return on investment.  It is also very easy to cross-promote between Facebook and Instagram which will increase reach. If the company is looking for long-term relationships with products or services without a timeline, then Pinterest might be best.

Regardless of the platform, the campaign must be focused, inviting, and consistent. It must also include a call to action.  Give the people a reason to remember and interact with the company.

*Percent of U.S. Adults who say they ever use the platforms

Pew Research

If you would like to discuss using social media to help brand your business, contact us