Leveraging Social Media Marketing for Content Creation

Nearly every single person in the United States has some sort of social media account. The U.S. represents the third-highest audience of social media users, after China and India. For years, it’s been the biggest area of growth and opportunity for businesses hoping to market their brands to the masses.

In 2024, it will be no different. Social media marketing and content creation remain the major pillars of Marketing 101. If you’re curious about leveraging platforms like Instagram, Facebook, X, and YouTube to create content for your brand, we’ll cover the basics in this blog.

You can’t just post any content on social media and expect it to go viral or to reach your target audience. Strategic social media marketers are always studying algorithms, determining what’s most effective. There are entire industries around running advertisements on each social media platform, as what’s successful shifts over time. 

What are the fundamental pillars for any business looking to market their brand online?

1. Brand Identity

Start with a clear understanding of your brand identity and the values it embodies. Write copy that speaks in the tone of your brand. Create visuals that align with your aesthetics. Companies with clear, defined brand identities excel in the online space. Once you’ve established this identity, ensure that all your marketing materials and campaigns align with it. 

2. Authenticity 

Modern consumers seek authenticity in real life and online. Being genuine is trending on social media platforms because customers want to feel a connection with the brands they support. Align your messaging to be true to your values, morals, and mission as a company. Then, portray that online. 

3. Consistency 

Consistency is key. Maintain a regular posting schedule to keep your audience engaged. Companies that start and abandon their social media channels won’t see any luck in using them as a tool for growth. 

4. Excellent Visuals 

Perhaps one of the most important steps in this process, producing excellent visual content is key when it comes to your online presence. Social media marketing is all about short-form videos these days, and yours will need to shine if you want to stand out. There are a plethora of ways companies can go about producing or procuring excellent photos and videos for their social media channels. 

5. Engagement

Engage with your audience through polls, questions, and interactive features to build a sense of community. Make your content interactive, and let viewers in on the secrets behind your brand. Customers enjoy supporting brands they have a personal relationship with, so don’t be afraid to engage in your DMs. 

6. Data

Lastly, analyze your metrics to understand what resonates most and refine your strategy accordingly. Collect all key performance indicators on your desired platforms and monitor them over time. Decide what’s working best, and what needs to be cut.

Depop

A platform for buying and selling secondhand clothing, Depop has found immense success with its online community of 15 million Gen Z-ers. The brand’s head of marketing, Yoann Pavy, says the key to their social media success lies in leveraging user-generated content (UGC). 

The company highlights the most stylish sellers on the app, reposting their items on Instagram. Their approach involves integrating influencer marketing with paid collaborations and UGC to build community online. Depop’s content resonates with their target audience through copy, visuals, and ideas. 

Their approach keeps users engaged and eagerly exploring what’s new on Depop, creating a sense of excitement and connection with the platform. 

Chipotle 

Chipotle took an early leap into TikTok, a gamble that has proven immensely successful for the restaurant chain. Focusing on TikTok challenges, the brand garnered staggering engagement, amassing hundreds of millions of views in mere days.  

Through these fun and distinctive TikTok campaigns, Chipotle has effectively reconnected with younger consumers, establishing its relevance. 

Glossier

Glossier was the pioneer of socially-driven beauty brands. It truly stands out as one of the first 'Instagram brands.' Beyond using the platform for awareness, Glossier engages in one-to-one conversations with its audience, fostering a unique connection. 

The company adopts a unique crowdsourcing approach by seeking input from its Instagram followers on product development, leading to a cult following. This interactive strategy, coupled with savvy influencer marketing, was exemplified in 2018 when an image of Beyonce wearing an undisclosed Glossier product generated significant social buzz. This effectively built anticipation for an upcoming release.

The brand capitalized on the interactivity of social media to build an authentic relationship with users of its products. Many beauty companies have tried to emulate the strategy of Glossier, recognizing the power of thoughtful social media communities. 

These case studies showcase the adaptability of social media marketing across different scales and industries, demonstrating how innovative approaches can yield remarkable results.