Here's How to Increase Your Brand During a Pandemic

Social media is one of the best marketing channels for any brand. You can use different social media channels like Facebook, Instagram, and LinkedIn to increase your brand's visibility; paying attention to your audience's needs on social media is essential.

If you want to enhance your brand and make the most of social media to increase brand awareness, then continue reading this article.

To build your brand, you must first understand that you don't build it yourself; your fans and consumers play a tremendous role.

You can create tangible elements of your brand, like a logo or product, and intangible elements, like messages and images, to pursue your audience into the desired action, like purchasing your product or sharing your post. However, it's how brands are created through "the experiences" they have with your brand.

Before experiences, let's talk about leveraging the power of visual content. An appealing image can dramatically increase your chances that one of your fans will share the post with their network. While building an extensive network of fans is great, a better measure of social media success is how often your fans share your content. No matter how many fans you have, this is the new form of "word of mouth."

Also, your visual needs to be adjusted to your social media platform. For example, on Instagram, you want a more appealing image with short text. Though make sure that on any platform, you include a call-to-action. (A call-to-action is asking your audience to click on your website link or ask them to do something like share your post.)

Be consistent through all social media platforms. Just don't create content and post it on all the social media platforms. In fact, you have to frame a branding style and strategy and create an editorial calendar to help you post consistently.

Create a consistent brand by creating a plan, a social media plan. All brands use a branding guideline when developing a consistent brand, not only on social media but also in print. As an individual, you still want your brand to be consistent.

Also, timing is vital when posting content on your social media accounts. Specific days and hours must be considered while posting on different social media platforms. Here are days and times you can use; these suggestions are based on data collected during COVID as online behaviors changed and our lives shifted to be more online.

You can use this schedule to see if these times/dates are when your followers are online and viewing your content. However, it will change based on your followers' social media behaviors. Post during these times for a month to see data change but stick to a different schedule. Although again, these are suggested times, the best time to post is when your audience and followers are online based on your data/insights.

As Facebook usage grew during the lockdown, so did weekly activity. This has led to a larger gap during which to post on Facebook for more engagement. The best times to post on Facebook are Mondays, Wednesdays, and Fridays from 10 am to 11 am. Weekends continue to be the worst time to post, alongside weekdays after 5 pm. Again, you can use this schedule for a month to test it, as it will change based on your follower's behavior.

Instagram: Because of COVID-19, the best times to post on Instagram have expanded to three days Mondays at 11 am, Tuesdays at 2 pm, and Fridays at 11 am. You can use this schedule to see if these times/dates are when your followers are online and viewing your content. Again, it will change based on your follower's behaviors on Instagram. Try to post during these times for a month to see data change but don't stick to this schedule. I use the 30-day timeframe as it will give you more data.

LinkedIn: Behavior on LinkedIn has mainly stayed the same in that users tend to be more active in the mornings on weekdays. Wednesday between 8 am and 10 am and noon, Thursdays at 9 am and between 1 pm to 2 pm, and Fridays at 9 am, with weekends and after-work hours, tend to be the worst times to post on LinkedIn for engagement and visibility.

Twitter: The best time to post on Twitter for your business is on Wednesdays and Fridays at 9 am. Usage patterns have mainly remained the same during COVID-19 times. The only change has been to Friday mornings, which have seen heightened activity between 7 am and 9 am. Therefore, Wednesdays and Fridays are the best days to post on Twitter, with weekends being the worst days to Tweet. Again this may change.

Take your comments and feedback seriously. Pay close attention to the comments on your posts through all your social media accounts. This will help you evaluate what type of content is performing well, is liked or disliked by specific segments, and is being shared. Consumers on social media have said that they view a brand more positively if they respond to negative comments on social media. However, you want to be understanding when responding to these negative comments. You can hide and block the follower if the comment violates social media regulations. Don't take these negative comments personally. Don't waste your time on trolls but comment positively. If they start to be aggressive, then block and report them.

Advertising your brand on social media can be challenging. But, if you implement the suggestions mentioned, you can maximize the output through positive brand recognition. Finally, remember that you're telling a story, your story. How do you want people to perceive your brand, to recognize you? Don't let others tell your story.

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