Brand awareness is your opportunity to stand out amongst your competition and build excitement and buzz without aggressively advertising a specific product or service. Building brand awareness has a more open-ended goal than direct product or service advertising, which gives you as the advertiser more freedom to show a different side of your business. On social media, brand awareness posts can provide background and context to your brand, tell your audience what you’re about and what you’re capable of.
Show some personality
The first step is to identify your target market and focus on designing your campaign to appeal to them. The good news is that creating brand awareness gives you room to humanise and build personality behind your brand, so get creative! If all of your advertising content focuses around sales, deals and discounts your audience is likely to disengage. The solution to this is to also create softer advertisements, which introduce and educate.
Taco Bell is known for having a tongue in cheek personality online. While this post is a little playful and silly, it yielded an amazing amount of engagement and sets them apart from their competitors.
Let the visuals do the talking
Interesting and visually appealing imagery has been shown to attract audiences over text time and time again. By using eye-capturing photos and video as a means to attract your target market, your content is a lot more easily digestible than text heavy info.
This Facebook post made by Yellowglen lets the imagery do the talking. It's likely to catch the eye of their target market before they even realise they're looking at an ad.
Westfield Australia's Instagram feed has a visual theme which is a mixture original and reposted content. By establishing a 'theme' the brand is building a visual identity online while also using appealing imagery as softer advertising content.
Offer an incentive
Competitions and incentives can be the perfect way to introduce your brand or product to a new audience in a soft and exciting way. A strategically planned competition can help boost your engagement online and grow your audience. In a time when Facebook and Instagram engagement is determined by a tough algorithm that favours viral or highly engaged-with content, competitions can be a great boost to your online presence. Whether you’re asking entrants to share, tag a friend or submit content of their own, competitions get your brand’s name out in an organic way.
Offering incentives such as discounts or special offers can also be a great way to prompt action and keep your new audience returning time and time again. A classic and effective example of this strategy is offering a discount code in exchange for joining a mailing list.
As a brand, collaborating with influencers can be a very effective way to market your business in a non-aggressive way. If you decide to reach out to influencers as a marketing strategy, make sure you’re approaching people with personal brands that are harmonious with your own. There’s no point joining forces with an influencer whose audience isn’t part of your target market.
This video is a brand collaboration between travel company Together Week and YouTube and social media influencer Sam Evans. Known for his high energy adventure videos, this brand and influencer collaboration was a perfect match.
- Don’t forget to use relevant hashtags for further reach
- Use sponsored Facebook campaigns to get your brand awareness to new people in your target market
- Use brand awareness advertisements alongside specific product advertisements for a strong advertising strategy