There is a reason why all of those viral TikTok dances are creeping into your online viewing sessions. It doesn’t matter if you are bringing a modern show on Netflix or browsing Google for a new set of pet furniture. You are bound to come across social media influence. There were a few months in 2021 and 2022 when TikTok outperformed Google as the leading website on the internet.
Think about that for a long second. Google has long been the leader in online searches that no one could unseat for decades. This is a well-known company whose actual verb for finding information online is to go and “Google” it. To have this digital powerhouse knocked down a few pegs by a social media platform broadly popular with teenagers is impressive. It is a clear signal that consumer behavior is shifting, and if you want your brand to be noticed, you must be on social media.
How Google helps
The point of Google is to collate websites by using web crawlers to browse the content and pull out relative keywords and phrases consumers are searching for the most. If your site mentions barbershop music repeatedly, odds are you will be ranked a bit higher on Google. Combine those phrases with quality backlinks and an easy-to-understand layout; you should do all right in organic search results.
The downside is that if you are in a highly competitive industry or niche market, it will take an act of God to get you up to the top 5. An excellent example of this is searching for “men’s fashion.” The full results will be significant, well-established brands like Vogue, GQ, Esquire, or fashion houses that continually get featured on major news sites.
Why switch to social search
Social media is a different beast altogether. You do not need to rank for organic keywords; instead, you can rely on your brand’s popularity with your target market. The algorithms are based on delivering relevant posts of niche interests and demographics.
If you are a middle-aged woman who enjoys watching travel videos on TikTok, you will likely be given more and more content from creators that focus on that type of content. Even if these creators have a small following, they will be easier to pull out of the crowd because of the platform and your activity history.
Why is this so effective at delivering exactly what you want?
1. Social media knows your friends
Social media sites like TikTok, Instagram, Twitter, and Facebook all know whom you interact with the most. These platforms can tell what you enjoy and do not and then deliver more of that content from rising stars.
2. Social media knows your interests
You fill out a profile explaining who you are, where you work, what you do for fun, and what interests you the most. Then you interact with the social media platform reaffirming those demographics.
3. Social media knows when you move
Anytime we change jobs, living situations, or relationships, we happily share that info online. That allows social media to change what is being delivered based on our current conditions.
Why do brands & creators need to be on social media
Social media is a powerful tool for getting to know someone before they even meet you. You can share your passions, interests, and values through social media posts, photos, and videos. This helps people decide whether or not they want to invest their time in becoming more involved with what you’re doing. The more you reveal yourself on social media, the more people will feel like they know who you are as a person (or brand).
When we build trust with our audience members and communities, we create an emotional connection that makes them feel closer to us than just a company selling products or services. Our customers want to support us because they see value in our mission. They don’t just see us as another business trying to make money off of them by selling something—they believe that what we do matters.
Social media is excellent for creating an online community around your brand or company. You can use it to interact with current customers, as well as potential ones who would love what you have to offer. It gives them access to your products and information about how those products were created and what goes into making them great—helping people understand why they should choose you over other options.
This will help increase sales by boosting awareness of new products or services offered by your business, generating interest among consumers who might not otherwise have known about these offerings because they weren’t actively searching out information about those topics elsewhere.
Tips for enhancing social media engagement
1. Check your analytics
Analytics is a set of tools, usually provided by platforms, that allow you to track and analyze activity on your profile. They’re one of the essential parts of any online venture because they enable you to see what is working for you and what isn’t so that you can improve it for future visitors.
2. Stay on top of the trends
With social media, brands can stay on top of trends. These days, if you can keep up and be ahead of the curve in your sector, you’ll be seen as a leader—and that’s good for business. Trends are also a great way to get noticed. If you want people to notice what you do, keep an eye out for what other people are talking about in your industry and try to find ways to tie that into what makes your brand special.
3. Reward your fans with valuable content
Give your fans something they can’t get anywhere else. Make it easy for them to share the content with their friends, family, and followers on social media. You want to create content about their lives and make them feel part of the conversation.
4. Use video content
Video content is an increasingly important part of social media marketing. With the rise of platforms like Facebook, Instagram, and Twitter, it’s no surprise that video has become a staple for brands and creators alike. Buffer states, “Social media users who post videos see higher engagement rates than those who don’t.”
5. Appeal to powerful emotions
Emotions are contagious and spread throughout social platforms faster than anything else. When a video is funny or makes you “catch the feels,” you are far more likely to engage with that creator or brand.
6. Engage with audience interactions
As a brand, you’re going to have opinions on things. You’re going to want to share them with the world. Be an active member of the community you create by responding to comments, questions, complaints, and praise. Always strive for authenticity in your responses.
7. Use hashtags
Using hashtags is an easy way to get your content seen by more people. Hashtags are a great way to reach a wider audience. They help you find new followers and build relationships, which means more people engage with your brand or products.
8. Go live
Live video is a great way to build a community. The very nature of live video means that you’re connecting directly with your audience, allowing them to feel more connected with you and better understand who you are as a creator.
9. Have fun
There are many reasons why you should be on social media. But here’s the big one: have fun with it! This is your chance to engage authentically with people who care about what you do, and if you take advantage of that opportunity, some great things can happen for you and your audience.
Two incredible case studies
TikTok has been making new music, movie, and social media stars over the past few years. The best part is that this is from people you would not typically place in the celebrity pool because they look like ordinary human beings.
An excellent example of this is the musician known as Talk. In late 2021 he debuted a single called Run Away to Mars and skyrocketed tons on the charts worldwide. This is a musician sitting in his bedroom at 3 am and crafting a song that no one would think capable of overtaking musicians like Ariana Grande, Post Malone, and Ed Sheeran.
The best part is that Talk is a Canadian-born, giant man in his late 20s with gender-bending appearances similar to David Bowie. This is not the typical celebrity, and that is what makes his journey so beautiful.
Another solid example is Brian Cook. This is an illustrator and artist who usually creates fun animations for kids’ books that decide to start drawing funny butts on things. His brand is now known as “Butts on Things” and has led to a lucrative book deal, puzzles, stickers, and frequent visits to talk shows.
This artist was bored during the pandemic and has now built an internationally recognized brand that propelled him into TikTok stardom all because of consistent posting and delivering engagement that is funny, oddly wholesome, and original.
We hope this has given you a better understanding of the importance of social media for business. As we’ve seen, there are many ways to use social media platforms and tools to improve your brand. So what are you waiting for? Get out there and start building your toolbox by creating with social media.
You never know when one video of how you create your product, service, or brand identity could make all the difference. Today’s dad singing in the shower could be tomorrow’s next social media sweetheart.