7 Tips for Making Your Brand More “Likeable” on Social Media

For most brands and marketers, social media is an important and necessary component of their overall digital marketing strategy. Not only does social media help build brand awareness, but it also provides a conversational space for brands to engage their audience outside of their company website or brick and mortar stores or offices.

But let’s face it, competition for audience attention and engagement is stiff. With nearly all brands and marketers using social media, coupled with frequent platform changes to improve user experience, brands are fighting for organic visibility. In fact, 40% of marketers say social media marketing has gotten more difficult for them in the last 12 months, according to Social Media Examiner’s 2016 Industry Report.

While it may be more difficult to grab attention these days, the good news is that your target audience is still there, ready to be inspired by your company’s story and creativity, as well as some of your product or service promotions. According to survey findings from MarketingSherpa, 85% of U.S. consumers said they used social media, with 58% all respondents saying they follow brands on social media.

And the success of your social media efforts boils down to one thing: Likeability. People will follow your brand because they just plain like you and they like what you have to offer on social media, such as quality and entertaining content, discounts and special promotions, or customer service.

So how can your brand be more likeable on social media and stand out from the competition? Below we offer a few tips and examples that can help.

1. Be real.
If you want to grow meaningful connections—as well as your number of page likes and follows—the importance of authenticity cannot be overstated. Social media gives brands the opportunity to show their target audience who they are, not just what they sell.

Develop a brand voice and marketing strategy that brings a human element and some personality to your social media pages. This means it’s time to lose the jargon or sales pitch, and talk to people on their level. In addition, ask thoughtful questions and be timely in your responses to keep the conversation going and to show your audience your dedication.

Ben & Jerry’s, the makers of some of the most delicious ice cream on the planet, have blended their brand with creativity and humor, as well as some tongue-in-cheek references from time to time, into their Instagram postings.

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