How to increase the visibility of your brand in social networks.

In 2024, social media continues to be a must-have tool for increasing your brand’s visibility and connecting with your audience. These platforms offer a unique opportunity to reach millions of people, but doing so effectively requires a well-thought-out strategy. Companies that manage to use social media strategically can attract more followers, generate meaningful interactions and improve their online reputation, which translates into greater brand recognition and, eventually, more sales. Below, we explore best practices and strategies for increasing your brand’s visibility on social media.

Choosing the right platforms for your audience

Not all social networks are the same, and each has its own audience, style and type of content that works best. Choosing the right platform for your audience is crucial to maximize your brand’s visibility and ensure your efforts are targeting the right people.

Main social platforms and their audiences:

• InstagramWith more than 1.4 billion users, Instagram is ideal for brands that want to connect with young audiences (18-34 years old). It is especially effective for visual content such as photos, short videos (Reels) and stories. Fashion, beauty, travel and lifestyle brands find great potential here.
• TikTokTikTok: This platform has become a global phenomenon, especially among Generation Z. If your audience is made up of teens and young adults, TikTok offers a unique space to create creative and viral content. Trends, challenges and authentic videos are the key to success.
• LinkedInLinkedIn: This is the ideal social network for B2B companies and professionals looking to establish their authority in their industry. Here, educational content, case studies and thought leadership articles are well received. If your brand offers services to other companies, LinkedIn is the place to be.
• FacebookAlthough it has lost popularity among younger audiences, it is still a powerful platform to reach wider and more diverse audiences. It is ideal for long-form content, interest groups and paid advertising campaigns.
• YouTubeLong-form video is still very popular on YouTube. Brands that invest in educational content, tutorials and product demonstrations can build a loyal fan base looking for detailed information.

How to choose the right platform:

• Know your audience: Conduct surveys or market research to understand which platforms they prefer and how they interact with them.
• Evaluate your content type: If you have a brand that benefits from visuals, such as a fashion retailer, Instagram and TikTok are natural choices. If your content is more educational, YouTube or LinkedIn may be more effective.

Create engaging and relevant content.

Content is the lifeblood of any social media strategy. Engaging and relevant content not only attracts users’ attention, but also keeps them interested and engaged with your brand. In 2024, authenticity and relevance are more important than ever to stand out from the vast amount of information available.

Types of content that generate more interaction:

• Short videos: Short videos in vertical format, such as Instagram Reels or TikToks, are highly popular. This type of content is ideal for grabbing attention quickly and has a high potential for virality. Tutorials, behind-the-scenes and “how-to” videos are some examples that work very well.
• User-generated content (UGC): Sharing content created by your own customers can be a powerful way to build trust and show your brand’s authenticity. Encourage your followers to share photos and videos using your products and highlight their content on your networks.
• Infographics and graphics: On platforms like LinkedIn and Instagram, infographics can be very effective in conveying complex data in a visual way. Use graphics to explain statistics, industry trends or quick tips.
• Stories and live broadcasts: Instagram and Facebook stories, as well as live broadcasts, allow for a direct connection with your followers. Use them to answer questions, showcase real-time events or launch products.

Tips for creating relevant content:

• Understand your audience’s needs and desires: Use surveys and social media analytics to identify what type of content your followers like. Then, create content that speaks directly to those interests.
• Be authentic: Authenticity is a key trend in 2024. Users prefer content that reflects the true identity of the brand, without excessive filters or prefabricated speeches. Share real stories and show the human side of your company.

Use of tools such as hashtags, reels, and paid ads

The tools that social platforms themselves offer can be decisive in increasing the visibility of your content. The strategic use of hashtags, Reels and paid ads can significantly increase the reach of your publications and help you reach new audiences.

Strategies for using hashtags effectively:

• Relevant and niche hashtags: Using popular hashtags like #DigitalMarketing or #Fashion may attract more views, but niche hashtags can help you reach a more specific and engaged audience. Research hashtags that are relevant to your industry and have a moderate number of posts.
• Creating branded hashtags: A branded hashtag, such as #MyBrandXY, can be useful for collecting user-generated content and increasing the visibility of your social media campaign.

Maximize the potential of Reels and short videos:

• Post Reels regularly: As a feature that Instagram is actively pushing, Reels can reach much wider audiences. Be sure to post regularly and leverage popular trends to increase visibility.
• Incorporate music and effects: Choose popular songs and use platform effects to make your content more engaging and more likely to be featured in the “Explore” sections.

Paid advertisements to boost visibility:

• Advanced targeting: Platforms like Facebook and Instagram allow you to target your ads based on location, age, interests and user behavior. This ensures that your content reaches the right audience.
• RetargetingUse retargeting campaigns to reach people who have already interacted with your brand, such as those who visited your website or added products to the cart without completing the purchase. This increases the probability of conversion.

How to collaborate with influencers and microinfluencers

Collaborations with influencers can be a huge boost to your brand’s visibility. However, instead of focusing only on influencers with millions of followers, many brands are opting to work with micro-influencers, who have smaller but highly engaged audiences.

Advantages of working with microinfluencers:

• AuthenticityMicroinfluencers tend to have a closer relationship with their audience, which generates greater trust in the recommendations they make. This can translate into a more positive perception of your brand.
• Lower cost: Working with microinfluencers is often more affordable than hiring big celebrities. Plus, you can collaborate with multiple microinfluencers to reach different segments of your audience.
• Higher conversionConversion rates of campaigns with microinfluencers tend to be higher, as their followers trust their recommendations more.

Strategies for collaborating with influencers:

• Define clear objectives: Before starting a collaboration, establish what you hope to achieve (greater visibility, content generation, increase of followers, etc.). This will help you measure the success of the campaign.
• Select influencers who share your values: Make sure the influencers you work with are aligned with your brand values and have a similar target audience to yours.

Measuring results: Analytics and KPIs

A social media strategy without proper measurement is like navigating without a map. To know if your efforts are paying off, it is crucial to monitor key metrics and adjust your strategies based on the data collected.

Main KPIs to measure:

• ReachReach: Reach indicates how many people have seen your content. It is a good indicator to know if your visibility is increasing.
• InteractionsInteractions (likes, comments, shares) reflect the level of engagement of your audience with your content.
• Click-through rate (CTR): If you are running ad campaigns, the click-through rate tells you how many people clicked on your ad versus how many saw it.
• Conversion: Measure how many of the people who interact with your content end up taking a valuable action, such as signing up, buying a product or downloading a resource.

Tools to measure the impact of your social media efforts:

• Google Analytics: Essential to understand the behavior of users who come to your website from social networks.
• Metricool and Hootsuite: These tools allow you to monitor the performance of your publications and obtain detailed reports on audience growth and campaign effectiveness.

Success stories of brands in social networks

Several examples of brands that have made the most of social media to increase their visibility can inspire you. Brands like Gymshark and Glossier have grown tremendously thanks to well-executed strategies.

• Gymshark: This sportswear brand has used collaborations with micro-influencers and high-quality content on Instagram to build a strong and loyal community. Its focus on workout videos and fitness tips has generated millions of followers.
• Glossier: Glossier has mastered the art of user-generated content. By encouraging their customers to share photos using their products and highlighting them on their official account, they have created a community of loyal customers who trust the brand.

These brands demonstrate that with the right content strategy and a focus on authenticity, it is possible to increase visibility and engagement on social media, creating a significant impact on brand growth.