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Social Media Marketing Strategies

Social Media Marketing Strategies for Building Your Brand Presence Online

Mangesh Shahi
Mangesh Shahi
Mangesh Shahi is an Agile, Scrum, ITSM, & Digital Marketing pro with 15 years' expertise. Driving efficient strategies at the intersection of technology and marketing.

In the fast-paced world of today, where every thumb-scroll holds the potential to make an impact, crafting a brand identity that resonates is no longer a choice – it’s a necessity. Your brand isn’t just a logo or a catchy tagline; it’s an experience, a feeling, an embodiment of your values. And what better canvas to paint this identity than the dynamic realm of social media? According to studies, in 2023, it is estimated that there will be an estimated global population of 4.89 billion social media users, and the average person goes through about seven different social media platforms in a month.

Join us on this exhilarating journey as we delve into the realm of social media marketing strategies, all infused with the brilliance of branding. From curating scroll-stopping content that not only captures attention but also communicates your brand’s essence and USP (Unique Selling Proposition), to devising campaigns that ignite conversations and foster a loyal community – we’ve got it all covered.

What is a social media presence?

Did you know that Instagram’s ad revenue is predicted to be $50.58 billion in 2023? (For comparison, Facebook’s $71.32 billion.)

Alright, gather ’round, marketing mavericks, because we’re diving into the groovy world of brand strategy and social presence! Imagine your brand as the life of a cosmic party, and social presence is the shimmering disco ball that makes everyone go, “Whoa, that’s one cool brand!”

So, you know when your brand posts something online, and it’s not just a post – it’s a burst of confetti that makes people go, “Oh, snap, I gotta share this with my squad!” That’s social presence doing its funky dance. It’s like your brand is the DJ playing the catchiest tunes, and your audience is dancing along, doing the virtual electric slide.

US Social Network Video AD Spending

Think of it as your brand having the ultimate swag. Your posts are so on-point, they’re like the hilarious guest at the party who tells the best jokes and has everyone in stitches. Your engagement is through the roof, like the crowd surfing at a rock concert – everyone wants to be a part of the wild ride your brand is offering.

The latest trends reflect how brands are investing enormously in social media advertising to create a brand that is quite impactful. In the year 2022, more than $173 billion is being spent on social media ads. Besides, the social spending has spiked from Q3 2021 to Q3 2022 by 12%. No wonder social media advertising is the second biggest market in digital ads!So, fellow brand enthusiasts, remember that social presence is your brand’s VIP pass to the online party. It’s the reason people keep coming back for more, and your brand becomes the talk of the digital town. Now, go out there and spread some virtual glitter – because your brand’s social presence is about to be the life of the online party!

Advanced Digital Marketing Course

Strategies for building a brand presence on social media

Let’s embark on a journey through the digital wonderland of social media strategies for building a brand presence online. Imagine we’re sipping virtual cocoa by the digital fireplace, and I’m here to spill the beans on these strategies like your chatty digital buddy.

1. Know Your Audience Like Your BFF

Think of your audience as your favorite pals – you want to know everything about them! Dig deep into demographics, interests, and online behaviors. Use tools like Facebook Audience Insights or Twitter Analytics to get cozy with data. For instance, did you know that more than 70% of Instagram users are under 35? That’s your ticket to tailor content and vibes that resonate with your crowd. Less than 7% of Instagram’s advertising audience is over 55, so if you’re looking to reach Boomers, this may not be the best platform for you.

2. Content That’s Gold, Not Just Good

Imagine your content as the heartwarming hug your brand gives to its followers. It should be shareable, relevant, and downright awesome. Create a content calendar with a mix of funny, educational, and heartwarming posts. Embrace visuals – posts with images get a whopping 650% more engagement than text-only ones.

3. Engage Like You’re Hosting a Digital Party

Social media is a two-way street, my friend. Respond to comments, messages, and mentions like you’re chatting with pals. According to studies, brands that engage with their customers see a 20-40% increase in revenue. It’s like serving another round of snacks at the virtual party – people appreciate the effort.

4. Ride the Hashtag Wave

Hashtags on social platforms are like the funky dance moves that make your brand groove in the social media dance-off. They help your content reach a broader audience. Research trending and relevant hashtags for your industry, but don’t go overboard – posts with 1-2 hashtags actually see higher engagement than those with more.

5. Consistency is Queen

Picture your brand’s presence as a TV show with a consistent schedule. Post regularly – around 3-5 times a week is the sweet spot. Research by Sprout Social shows that consistency leads to a 70% increase in audience engagement. It’s like setting a regular tea time with your digital friends.

Though the present status of Twitter a.k.a X is now a bit in flux after the SpaceX hero Elon Musk has taken charge, it is still the sixth-most visited website in the world. Therefore, posting absolutely brand-related promotions should be planned accordingly. One pro tip is if you’re going for a niche branding where the piece of content reflects the brand’s personality, e.g., either a fashion brand for men or women, keep this stat in mind. 74.3 of Twitter’s ad audience identifies as male (and 25.7% identify as female), and your small business can steal the limelight if you want to shine as a brand focused on men!

6. Influencers, A.K.A. Your Digital BFFs

Collaborating with influencers is like having your brand’s biggest fan vouch for you. Their endorsement lends credibility and widens your reach. According to a Nielsen survey, approximately, 92% of consumers trust recommendations from individuals (even if they don’t know them!) over brands. The social networks of the influencers will help to promote your product and services to the right target audience with the right message.

7. Analytics: Your Brand’s Report Card

Think of analytics as your brand’s GPS – it tells you where you’re headed. Keep an eye on metrics like engagement rates, click-through rates, and conversion rates. Platforms like Google Analytics and social media insights give you a front-row seat to what’s working and what needs a little tweak. In the U.S., Instagram’s ad penetration is 51.4%. The UK and Canada come in at 51.9% and 49.4%, respectively. When it comes to your customer, one should know about the following aspects:

  • Location
  • Age
  • Interests 
  • Profession or job title
  • Income, etc.

4 C's of social media strategies

8. Stories: Where Spontaneity Shines

Stories are like those candid, funny anecdotes you share with close friends. They disappear after 24 hours, which creates a sense of urgency and excitement. Around 500 million users watch Instagram Stories daily, so it’s like your own mini TV show that people are eagerly tuning into.

Visual features like image carousels, animation, slideshows, GIFs, and video content are eye-catching and attract more people. The majority of marketers (73%) prioritize visual content, which could be photos, videos, or graphics. Whether it’s stunning food photography, eye-catching informatics, or star-studded endorsements, images are often more satisfying than paragraphs of text.

9. Keep up with the Reels trends

It is worth following trends and keeping updated about what is popular. Using a trending song on an Instagram reel often aligns with the algorithm and fetches a handsome number of followers. For example, when the Netflix series Squid Games went viral, People started posting reels and photos of Dalgona candy, which became trending in 2021. You can also use social mentions and Google Trends to monitor the trending hashtags, keywords, and latest topics in your niche.

10. Regulate the right content

It’s important to make sure that your content plan and timeline match up with the mission statement that you’ve given each social profile to make sure everything you’re posting is helping your business objectives. If you are a beginner and you do not know what type of content to post, go with the 80/20 rule. About 80% of your content should be aimed at informing, educating, or entertaining your followers. While the remaining 20% can be used to promote your brand. 

11. Risk factors

Let’s chat about the not-so-sunny side of the social media marketing rainbow. Imagine we’re sitting by a cozy fire, swapping stories about the digital world. Social media marketing is a fantastic strategy, but like any adventure, it comes with a few caution signs:

12. The Mischievous Trolls

Just like those unexpected rain showers during a picnic, trolls can dampen your online experience. These folks thrive on stirring up trouble, leaving negative comments, and spreading negativity. But remember, they’re a tiny, vocal minority. Keep your cool, respond professionally, and focus on the sea of positive vibes from your loyal supporters.

13. Oops! The Slip of a Finger

Ever sent a text to the wrong person? Well, the social media version of that can be a bit… embarrassing. Accidental posts, typos, or even posts scheduled at the wrong time can happen to the best of us. But fret not! Just own up, laugh it off, and correct the course.

14. The Viral Vortex

Do you know how a sneeze can spread faster than gossip? Well, a viral mishap can do the same. Sometimes, a well-intentioned campaign can go haywire due to misinterpretation or unforeseen events. Plan for the worst, hope for the best and always be ready with a contingency plan.

15. Privacy Predicaments

Just like you wouldn’t want your secrets out in the open, users don’t want their personal data mishandled. Data breaches and privacy concerns are like rain clouds on a sunny day. Make sure to follow all privacy regulations, be transparent about data usage, and prioritize your users’ trust.

16. Comparison Conundrum

Do you know how looking at someone else’s vacation photos on social media platforms can make your own seem less exciting? Well, comparing your social media presence to competitors’ can lead to a similar feeling. It’s okay to draw inspiration but remember that each brand’s journey is unique. Focus on your progress, not just the numbers.

17. Algorithm Alchemy

Algorithms are like the mysterious wizards behind the social media curtain. They determine what your audience sees and when. A sudden algorithm shift can affect your visibility, even if your content is pure gold. Keep experimenting, stay adaptable, and always have a backup plan.

18. Negative Feedback Storms

Just as a gust of wind can stir up a sandstorm, a wave of negative feedback can hit your brand. Bad reviews or negative comments can spread like wildfire. Stay calm, address concerns thoughtfully, and showcase your brand’s dedication to improvement.

19. Time Warp

Social media is like a vortex where time seems to disappear. Managing multiple platforms, crafting content, and engaging with users can be time-consuming. Balance is key – use scheduling tools, prioritize tasks, and don’t forget to take breaks from the digital whirlwind.


In the grand tapestry of the digital universe, social media marketing is a symphony of connection, creativity, and boundless possibilities. We’ve journeyed through the strategies that light up the path to brand success, like stars twinkling in the night sky. From understanding your audience to crafting content that dances with joy, from engaging with your followers to collaborating with influencers, each step contributes to the masterpiece that is your brand’s online presence.

So go forth, armed with your unique voice and armed with the lessons learned. May your digital voyage be a symphony of laughter, insights, and inspiration, as you leave your vibrant mark on the canvas of the ever-evolving digital landscape. Happy branding, dear reader, and may your social media presence shine like the sunniest day!

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