Social media is a dominant team player for digital businesses. And when it comes to social media marketing for a business, brand awareness is one strong component to focus on. However, not all platforms are made for your niche. You need to pick out the one that indeed works for your business and create a strategy for that one.
We asked our community experts about best performing social media platform for their business and what’s the reason behind choosing it. The experts also shared the practices that helped them enhance their brand awareness among the audience.
We asked them, “Which social media platforms are the best fit for increasing brand awareness and why? And what are your best practices?”
And here is what they said.
Expert’s Take on Top Performing Social Media Platforms & Practices to Accelerate Brand Awareness
Chary Otinggey
Digital PR Specialist at Thrive Agency
I’d say that the best social media right now to increase brand awareness is TikTok. It is now one of the most in-demand and trending platforms that people from every age, gender, and social status all over the world are using. TikTok is also more on visuals which keeps your audience entertained while being informed.
To use it effectively, do your research, and know what are the latest trends and where your target audience is most visible. Keep your creativity and uniqueness present in each of your content. It should be eye catchy and notable. Also, your customer interaction should be active to keep them engaged with your brand.
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Laura Rike
Pinterest Strategist and Coach
It is probably not surprising to get recommendations to use Pinterest to promote your content from a Pinterest expert, but I cannot overstate how powerful this platform can be or how often it is underestimated as a simple bulletin board for inspiration for recipes, crafts, and weddings. It’s a powerful search engine with robust ad capabilities, and as these blogs show, it can assist dramatically in increasing brand awareness, views, email list subscribers, and even sales.
A couple of things that make Pinterest stand head and shoulders above many other social media platforms used for brand awareness is that it does not follow a newsfeed format so strictly, which allows for users to share their content and split test different imagery, graphics, and copy for the same content without being irritating to followers for being repetitive.
It also enables evergreen content to be shared and even go viral long after it was first posted! These same features also level the playing field for those with smaller followings.
My best tips would be to use Pinterest to optimize your use so that you’re taking advantage of new features as an early adopter and using the platform frequently.
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Geoff Crain
Senior Director Sales and Marketing at Kingstar Media
Social media platforms are excellent mediums to increase brand awareness. However, it is important to utilize social networks that are suitable for the audience a brand is targeting. For that reason, there is not one specific social network that is better for brand awareness. It all depends on what network the target consumer uses most.
Facebook is a great platform for building brand awareness because it allows companies to leverage custom audience groups that align with their target demographic. It is also better suited for an older demographic, A50+.
Instagram and TikTok are favorable platforms for building brand awareness when using short-form vertical videos. These networks are better suited for a younger audience, A16-40.
Brands have a better chance to build awareness if their messaging is delivered to their target demographic. This will lead to more engagement and interactions with the content through likes, shares, and comments.
User-generated content will help build brand awareness as the content is raw and organic. These types of ads will generate more engagement and higher click-through rates, all positive indicators of awareness building.
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Milosz Krasiński
Managing Director at Chilli Fruit Web Consulting
Facebook is the perfect platform for increasing brand awareness. With over 2 billion active users, Facebook boasts the largest audience of any social media platform. Furthermore, Facebook’s algorithm is designed to show users content that is relevant to their interests. This means that if a user likes your page, they are more likely to see your content in their newsfeed. Additionally, Facebook allows you to target your audience with laser precision.
You can target by demographics, interests, behaviors, and even custom audiences. For example, you can target people who live in a certain area, who have visited your website, or who have engaged with your brand on social media. By targeting your ads to a specific audience, you can ensure that your message is being seen by people who are more likely to be interested in your product or service.
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Marcin Jabłoński
Chief Commercial Officer at LVBET
One of the most popular and effective ways to increase brand awareness on social media is through short vertical videos. These videos are easy to consume and perfect for viewers who are scrolling through their feed. TikTok, Facebook, and YouTube Shorts are the three great platforms for sharing short vertical videos.
1. Keep it short and sweet. Vertical videos are best when they’re quick and to the point. The shorter the better, as viewers are more likely to stick around for a video that doesn’t waste their time.
2. Make it visually appealing. A well-designed vertical video is much more likely to be shared than one that’s poorly put together. Pay attention to things like the color scheme, font choice, and overall aesthetic.
3. Use humor wisely. Memes are all about making people laugh, so if you can infuse your vertical video with some humor, you’re more likely to grab attention and go viral. Just be careful not to overdo it – too much humor can be off-putting.
4. Be authentic. People can tell when you’re trying too hard to be something you’re not. The best way to connect with your audience is to be yourself and show your personality.
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Adam Binder
Founder at Creative Click Media
Quora is an under-the-radar and often underutilized social media platform, but it can pack a serious punch in your efforts to increase brand awareness. It isn’t a platform for generating sales like those with shoppable posts would be, but it is ideal for businesses looking to establish thought leadership and authority in their field.
Answering relevant questions on Quora shows your target market that you’re an expert in your field and that you have something valuable to contribute. Furthermore, if you provide detailed and well-thought-out answers, other users are likely to upvote your answer, which will result in more people seeing it. If you can become a top answer for a popular question, you could see a significant increase in web traffic and brand awareness.
To make the most of Quora for brand awareness, start by optimizing your Quora profile, including relevant information like your name, credentials, website, and bio. From there, you can begin searching for topics and questions related to your industry that you can answer.
When you find a question that you know you can provide helpful insights to, make sure to take the time to write a thorough response. Include links to relevant articles or blog posts on your website where appropriate, and be sure to engage with other users who leave comments on your answer. Quora posts are often at the top of a Google search result for specific questions, so appearing there can be a big win for your brand awareness.
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Chris Mitchell
Founder and CEO at Intelus Agency
LinkedIn is the best platform for B2B companies to increase brand awareness since 80% of B2B leads come from LinkedIn.
When optimizing for brand awareness with LinkedIn ads and organic content, it’s a best practice to use impressions as a primary KPI to measure brand awareness. Social listening is also very helpful in knowing when people are talking about your brand and what they are saying.
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Tim Clarke
Director of Marketing at SEO Blog
Instagram contributes significantly to increasing brand awareness.
The best thing about this dynamic platform is its prompt interaction with consumers. The conversation is fast, personal, and on-point, which leads to immediate results and mutual relationships. Its evolving opportunities for hashtags, Stories, Reels, and other features continue to develop e-Learning, Sales, and community-building, among other activities, that it can host.
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Dan Cassidy
CEO and Founder at Brandhopper Digital
When choosing a social platform to increase brand awareness, it’s important to ask a few questions first. What type of content do you have or can create? Which demographic or audience interest are you trying to get in front of? Do you have the budget for paid media or organic only?
TikTok can be a great place for organic social if you’re able to generate video content endemic to that platform, whereas Pinterest may be a better place to go for paid social if you’re targeting high-end home decor audiences.
Choose your audience first, understand your assets and capabilities second, and only then should you select the platform that’s right for your business.
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Eva Taylor
Content Manager at WP Buffs
Best practices for brand awareness on Pinterest
Thanks to its approach of segregating content in line with user preferences, Pinterest is a great choice for marketers worldwide. Brand
awareness is one of the most impactful ways to reach out to your audience and inform your users about your products, services, and their many benefits.
It all begins with setting up your Pinterest account right. The first step is to create a business account, as it gives you ready access to analytics that offer live insights. Choose the right username that is directly associated with your brand. Then, create a bio that is as customer-centric as possible; everyone likes a brand that’s out to serve, not just garner brownie points for itself. Add links to help impressed users take the next step in engagement, and finally, use the right pin descriptions and cover image. Your Pinterest business account is now ready to ride the brand awareness wagon.
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Keith Perhac
Founder at SegMetrics
From surveying our customers and watching the data, we’ve seen exponential growth in tech companies using TikTok engagement to successfully influence decision makers and create brand awareness. TikTok isn’t just for zoomers anymore – it’s not even hit its full capacity.
Building authority on TikTok is the same as any other platform, and as the platform grows beyond its initial teenager roots, there is still a massive opportunity to stand out as an ‘early adopter.’ There is still so much room to grow and create an audience on TikTok; businesses and personal brands alike have more of an opportunity to stand out there than on any other platform right now.
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Aygul Mehdiyeva
Digital PR at Booknetic
Considering that almost every generation uses the social media platform daily, being active on these platforms is one of the effective ways to reach out to the target audience. Most effective social media platforms vary for every business type and target audience. For example, if the target audience of products or services is mainly Gen Z, the organization should focus on more TikTok, Instagram, and Snapchat social media channels.
Considering our SaaS company, our target market is mainly WordPress users and small business owners, so we focus on using Facebook, Twitter, LinkedIn, and Youtube to interact with our target group. Alongside official social media accounts, we also created an account on Tiktok and Instagram for our team, in which we share posts from our daily office days. It is not surprising that people are attracted to funny and non-official posts, which also helps us increase our brand awareness. Reel, an almost new feature of Instagram, enables us to reach the potential target audience more effectively.
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Bharat Patel
Digital Marketing Head at Brainvire Infotech
The more familiar individuals with the brand, the faster the items will sell. I firmly believe that leveraging the impact of social media is one of the most effective strategies to increase brand awareness. Look at some of the most prominent social media platforms I have embedded in our brand awareness practices.
Facebook: Because Facebook is popular across a wide range of demographics, covering gender and age, it may help you expand your reach and get your items in front of more prospective clients.
Instagram: Famous for its glamorous visual content, Instagram is a fantastic medium for firms with aesthetically attractive items that can be readily blended into visual media.
Twitter: Twitter pushes Tweets to the intended audience automatically. You must select a promotable Tweet from the timeline and define your target demographic, and Twitter will handle the rest.
Remember that each social media platform has its diverse customer base when determining where to position the advertising. So first, figure out where your target clients are and meet them there.
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Tomasz Niezgoda
Marketing Executive at Surfer
While there is no one-size-fits-all answer to the question of which social media platforms are the best for increasing brand awareness, it is important for companies to make an effort across all of them.
Each platform has its own unique strengths and weaknesses, and by maintaining a presence on multiple platforms, companies can reach a wider audience and achieve greater success.
For example, Facebook is known for its large user base and its ability to target specific demographics, while Instagram is popular among younger users and is excellent for visual content. Meanwhile, Twitter is a great platform for sharing news and updates in real-time, and TikTok offers unique features like filters and lenses that can help brands to stand out.
Ultimately, the best way to determine which social media platforms are right for your company is to experiment and see what works best. By trying out different strategies on each platform, you can find the approach that resonates most with your target audience and maximize your chances of success.
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Rahul Vij
CEO at WebSpero Solutions
Instagram: it is an image-sharing platform that has now been modified to perform many other functions like video posting, Insta live, reels, messaging, and much more, which could not be seen when the app was launched. With the digital breakthrough, many businesses have reaped the benefits of using Instagram. The first advantage is that it is cost-effective. Brands can create a free business account and start exploring, pitching, and connecting.
Through Surveys and Polls, we know the tastes and preferences of the people. With the help of DMs, we bond with our followers, interact with them, take their feedback, know their requirements, encourage them to post positive reviews if they are satisfied with our deliverables, etc. Insta live videos allow organizations to connect with fresh audiences and current customers in real-time, take up their queries, and solve them simultaneously.
With the help of tutorial videos, the usage and characteristics of the deliverables are explained, which helps the target audience better understand the product. Without the barriers of space, time, and location, one can connect with patrons.
Generating organic traffic is a time-consuming process. You can also take the help of paid digital services like Pay Per Click, Google Adwords and buy followers, likes, and messages to fast forward the process of enhancing visibility and traffic on your site.
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Ben Austin
CEO at Absolute Digital Media
If you have a business, it’s a good idea to have social media set up. After all, there are now 4.2 billion active social media users who spend an average of 2 hours and 25 minutes on social channels every single day. Now not all of those people will be relevant to your company, but that 2 hours every day offers an incredible opportunity for your business to build brand awareness, develop customer relationships and even make sales directly within social platforms.
Here at Absolute Digital Media, we predominately focus on Twitter as our main social media channel, but we do have others like Instagram and Facebook. Before we even started using social media for our business though, we knew we needed a plan.
You can use social tools for free, but the time and effort put into using social media is the investment that your business needs. We needed to think about which social media we would like to use, who are we using it for, who are our potential customers, what would we be sharing, etc. From here, we decided that Twitter would be a good option since it’s easy to share and follow people who are interested in a similar field.
We offer advice on Twitter, along with regular Twitter Spaces, where our team and other experts talk about all things digital marketing to help guide and bring people together as well. It’s a great way to have an informal chat where any question can be asked. We often provide this talk every other week, and it’s normally on different interesting topics that our target audience will enjoy. The nice thing about this is that it’s a great way for people on our team to build up their confidence for public speaking and also show off their skills and further learn new things at the same time.
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Farasat Khan
Content Marketing Lead at WP Astra
There are a lot of social media platforms out there, and it can be tough to decide which ones are the best fit for your brand. However, some platforms are better than others when it comes to increasing brand awareness.
Pinterest – With an audience of 478 million users, Pinterest is a very effective platform for brand awareness. That’s because people who use Pinterest are actively looking for new products and ideas, which makes them more likely to notice and remember your brand. Pinterest users are 7x more likely to purchase, and it offers a variety of pins including blogs, products, web pages, and more.
One of the best practices is to utilize the text overlay to the fullest. The copy should be concise for readability on mobile. And it is ideal to
create separate Pins for each country you target, so they can be translated into the local language.
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Aquif Shaikh
Founder at Blogging Ocean
There are a number of social media platforms that can be used to increase brand awareness.
The best platform for a given business will depend on a number of factors, including the products or services offered, the target market, and the resources available.
For B2C Businesses, Facebook and Instagram work well because of their wider reach and ability to target consumers based on interests and demographics.
For B2B businesses, LinkedIn is often the best platform because it allows businesses to connect with other businesses and directly generate leads for their business. Although some people have tasted success for B2B businesses with Facebook too.
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Dustin Porreca
SEO and Growth Manager at Elevate Demand
Track your progress
Most social media networks, in my opinion, will give you engagement data for your postings. Some marketing CRMs, such as
HubSpot, offer in-depth reporting options for social media analytics to provide even more information. The HubSpot platform may also be used to organize, publish, and monitor your social media material. This features a feature that automatically generates trackable URLs for you, providing access to a variety of analytics.
Tracking the efficacy of your social media marketing will provide you with greater information, allowing you to determine what works and what doesn’t and to optimize your
strategy consistently. A complete inbound marketing strategy will integrate your social media, content, blogs, SEO, and other tactics to increase brand awareness and attract new customers. Social media is one of the simplest ways to expand if you want to take the first step or bolster your existing inbound strategy.
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Kavin Patel
Founder at Convrrt
YouTube
Over 2 billion people use the video platform, and 74 percent of individuals in the United States watch it. It offers enormous potential for reaching your audience as the second-most-visited website behind Google. Video is the type of material you’ll need to succeed on YouTube. A fascinating finding is that films containing the term beginning have doubled in popularity, which could be a wonderful method for you to gain views.
Is there anything relating to your business that you can teach to others just starting out? Is there a tutorial you or a coworker might offer to show how valuable your brand or service is? Paid advertising on YouTube is also worth attempting because YouTube users are very engaged, with 70% of them purchasing after watching an ad. Learn how to start and grow your YouTube channel for maximum success.
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Joseph Harisson
Co-Founder at ITcompanies
LinkedIn
As an experienced business professional, I believe that LinkedIn is the most refined social media platform for raising brand exposure because it is the leading social networking site for professionals. You can use it to keep your consumers informed about your company, hire new team members, and interact with industry partners.
It is the finest choice for B2B social media marketing because it is a professional network. Forbes ranks it as the most excellent platform for generating leads, and it accounts for 46% of social media traffic generated on B2B company websites.
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Jason Wise
Chief Editor at Earth Web
Which Social media is best and why?
Social media is now an essential tool to give your brand life. If your brand doesn’t have a social media presence – it doesn’t exist. Almost all companies are now using social media for marketing and traction, but there needs to be a strategy behind the use. For B2C brands, the most effective social media in terms of brand awareness and lead generation is Facebook, a platform that boasts more than 59% of all internet users have access to it.
For B2-B brands, LinkedIn is the most effective platform; B2-B brands require networking, partnerships, and business clients, and LinkedIn makes communication and marketing much more accessible.
Best practices for increasing brand awareness?
Engaging content is the key to brand awareness. This can be a catchy song, a clever punch line, or mass marketing over social media. Frequency is also essential – social media sites have ranking algorithms running to show content as priority, and one thing these algorithms tap is the frequency of posts. Higher frequency gets higher ranking and hence more visibility.
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Adam Fard
Founder at Adam Fard’ UX. Agency
Engage with your audience
I believe In increasing brand awareness, you must interact with your target audience regularly. Begin interacting with your fans.
Don’t only use factual stuff; be a great storyteller. Instead, use powerful emotive aspects in your stories to show people what your brand genuinely represents. Be approachable by introducing some levity into your interactions with your fans.
Use emoticons, texts, trending hashtags, and language that they understand. You can also use surveys and polls to collect information from your audiences, such as their preferences, likes, and dislikes. This is not only entertaining; it also provides you with useful information about your customers.
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Esther Strauss
Co-Founder at Step by Step Business
The social media platform that you choose for building brand awareness depends on your target market. If you’re targeting a younger demographic, then TikTok is your best bet. To do so, make sure all your posts reflect the brand you are trying to build and also make them relevant to your audience.
TikTok is also a great platform to use influencer marketing on. Hashtag challenges are also very effective. Challenge people to show themselves using your product in some way. This is a great way to get your brand in front of a large audience.
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Devin Schumacher
Founder at SERP
There is no one-size-fits-all for social media and building brand awareness.
You have to go where your target audience is. You might kill it with the 18-23-year-old crowd on TikTok, but that doesn’t matter if your target audience is baby boomers, and they’re all still on Facebook.
Do some market research and find out where your target audience is spending time.
Then, when you know where your audience is, you can build a social media presence there.
Before you start, spend some time observing others who are doing well on that platform, even if they’re outside your niche. This is a great way to learn what the platform’s best practices and social norms are.
One practice that is constant across all channels is consistency. When you post on a regular schedule, followers learn to trust you and get to know you. If you post sporadically, followers will forget who you are and why they started following you. And your engagement rates will plummet.
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Social Champ would like to thank all the community experts for taking out the time and sending in their responses! We will be back with another healthy discussion over trendy topics soon.
