Top 10 Things to do to Improve your Brand’s Social Media Presence

It is a well known fact that social media presence is one of the pillars of the digital marketing activities of a brand. However, are we using it correctly? When there are so many social media channels to choose from, are we getting lost in the mess when it comes to strategizing or are we simply trying to exist in the most popular ones?

Granted, one might even argue that there is content pollution on social media. In a world where each and every individual has something to say, how can brands speak louder? With Gen-Z dynamically dominating their online presence through their selectiveness and creativity in creating content, brands sure have hardships to face. Here are 10 things to do to improve your brand’s social media presence. Remember, these 10 factors can be considered as a form of investment. You need time to acquire the desired results!

1) Channel Selection

Not that it should come as a surprise but your brand does not need to have an account on every social media platform. Selecting a channel determines where you as a brand will invest all of your efforts into content creation, so the effort should be worth it. First, determine the visual standing of your brand. Is it image oriented? Does it have more of an illustrative approach? Are you blessed with video assets? How applicable is your brand for aesthetic content creation? If you are a clothing brand for example, Instagram appears to be a must. However, that does not mean you should be overlooking Pinterest as Pinterest SEO is also crucial in reaching your target audience. Make sure you know your target audience and determine which platforms they exist in. Even if you are a well established brand with one high functioning social media account, you might question the need for existence on other social media platforms that are not doing as well.

2) Content Mix

According to the purpose of your brand, it is not a wrong move to exist on multiple social media channels. However, it is wrong to post the exact same content on each medium. Every channel has its own algorithm and not producing content in accordance with that may waste efforts in making the channel beneficial to your brand. Therefore, each brand should create a content mix for each related channel that they hope to exist in. Preparing a content mix is no more than simply deciding what kind of content is going to be shared on each channel. For example, an event agency may prefer to announce their events on Meta, post event pictures on Instagram and promote the events via TikTok live streaming. The purposes of these channels can of course be interchangeable according to the interactions they gain on each medium.

3) Post Frequency

The one thing that is common for all social media algorithms is that it boosts accounts that are higher in their frequency of posting. In summary, the more you post, the more people see your brand. This is one thing that is easier said than done of course, since content creation for brands requires care and construction. For each platform, there is a recommended frequency of posting. For channels such as Pinterest, this is much less complicated. However, for multi-purpose share channels such as Instagram, the frequency of stories, Reels and regular static posts all contribute differently to how much the algorithm will support your account. Contradictory to popular belief, there is not a fixed formula when it comes to frequency. However, if you are posting one static post and one story from your brand’s Instagram account each day, expecting high organic impressions is not very realistic.

4) Active Follower Times

One of the things that brands want to know about the most is when to post content on social media. There is not an exact formula for this particular topic either! The best thing to do here is to check out the analytics of the given social media platform and find out the active times of your followers. The channels determine a time gap for when your followers are most active, and that is when you should post. If you are a motivational account, you might find that your followers are most likely to engage with your content in the morning, as a kickstarter for the day. If you are again a clothing brand, you might find your account to be the last thing your followers check before going to bed. Of course the situation can be vice-versa just as well. If you are just starting off your account and do not have a fixed follower base, you can play around with different sharing times to see which one brings you the most interaction until your analytics has gathered enough of a base to make sensible remarks.

5) User Interaction

Another thing that social media algorithms look for is user interaction. The likes, comments, shares, saves and overall engagement you receive on your posts are very crucial in determining how successful your brand is on social media. The more engagement you get, the more the algorithm will push your content to others. This is why calls to action are very important in your captions. Asking your followers questions, starting conversations in the comments, or encouraging them to share your content will boost engagement and improve visibility.

6) Influencer Collaborations

Collaborating with influencers who share the same target audience as your brand can be highly beneficial. Influencers already have an established base of loyal followers, and with their help, you can increase your reach, gain credibility, and drive traffic to your brand’s account. Micro-influencers, in particular, can be especially effective because of their close relationships with their followers and higher engagement rates.

7) Consistency in Branding

Your social media accounts should reflect the same branding elements as your website and other marketing materials. This includes your logo, brand colors, tone of voice, and overall message. Consistency helps create brand recognition and trust among your audience. If your posts are visually and contextually coherent, followers are more likely to remember and engage with your brand.

8) Use of Analytics

Social media platforms provide powerful analytics tools that help you understand how your content is performing. Monitoring key metrics such as reach, impressions, engagement, click-through rates, and follower growth allows you to identify what works best for your brand. Based on these insights, you can adapt your strategy, optimize your content, and allocate resources more effectively.

9) Paid Promotions

While organic growth is important, paid promotions can significantly accelerate your brand’s visibility. Running targeted ads on platforms like Instagram, Facebook, or TikTok ensures your content reaches the right audience. You can set demographic, geographic, and interest-based targeting to maximize your return on investment. A balanced strategy of organic and paid reach can give your brand the boost it needs.

10) Staying Updated

Social media is an ever-changing landscape. New features, algorithms, and trends are constantly being introduced. Brands that adapt quickly and make use of these updates are more likely to succeed. Whether it’s adopting new formats like Reels, trying out trending sounds on TikTok, or making use of new ad tools, staying updated ensures your brand remains relevant and competitive in the digital space.