2018 was undoubtedly the year of personalization in social media marketing, and rightfully so. Following the Facebook Congressional hearing and Twitter’s massive fake account purge, consumer trust in social media is at an all-time low. For companies to succeed in reaching their target audience on social media, they must rebuild their customer’s trust and personalization is the first step. Here are 4 ways to personalize your brand’s social media content in 2019.
1. Interact on social media
Perhaps the easiest way to build trust with your audience on social media is to interact with them. Reply to and like their comments or answer their questions through messaging apps. There are plenty of simple ways to personally connect with your customers on your business’ platforms. If you’re not interacting with them, you’re losing an opportunity to build a meaningful relationship with a potential or current customer.
Customers turn to social media to connect with brands, and when they do they want to know they’re talking to a human. Personalize your messaging by addressing the individual. First names can go a long way. Don’t be afraid to put your personality into your messaging either. Business doesn’t have to always be serious. Let your customers see your fun side every now and then. Once your audience sees your company’s personality, they’re more likely to trust your brand.
2. Gather user-generated content
Since customers have lost confidence in social media, they don’t always want to hear from your company about why your product or service is so great. Instead they want to hear from actual customers that have done business with you. That’s where user-generated content comes in.
User-generated content or UGC refers to any content that relates to your brand that isn’t produced or published by your company. For example, a customer may post about your product on social media and tag your brand. You could share the post on your company’s social platforms to promote your product from a customer’s perspective. That way your audience isn’t hearing from your company; they’re communicating with people who have tried your product and had a positive experience.
3. Go live
One way to easily personalize your brand’s content is to incorporate Facebook Live into your social media strategy. Facebook Live is an excellent way for your audience to see you and feel that they are really connecting with your brand. Hosting a live Q&A session can be an excellent opportunity to answer questions from your current audience and engage with potential customers. Because live videos are usually low production and cost effective, any business can connect with their customers by going live. All you need is a little creativity and a steady hand.
4. Form a community around a hashtag
People on social media want to connect with your brand, yes, but also other users that engage with your brand. Creating a branded hashtag formed around a common interest not only increases engagement, but it creates community. Coca Cola’s #ShareACoke campaign is killing the branded hashtag game. The company launched this campaign in an effort to further personalize their brand. By printing individual's names on product labels and encouraging people to #ShareACoke with their friends and family, the corporation simultaneously personalized each product and created a community of Coke-lovers. Branded hashtags are less about promoting a product and more about aligning people around a common purpose.
With the rise in social media distrust, personalized branding isn’t going away anytime soon. Customers want to know that they can trust the brands they do business with. They want to feel like they’re dealing with real people, and it’s our job as marketers and business owners to break through the screen and connect with them. They say that “business isn’t personal,” but from what we can tell, it is now.
Personalizing your brand’s content can be a difficult task. If you struggle to find the balance between professionalism and personalization in your content strategy, Moore Media Group would love to help you create a plan for your business that builds trust while engaging potential and current customers. Click here to connect with us.