Increasing social media visibility is a major concern for all brands. But, unlike other areas of marketing, there is no rule book to follow. In such a rapidly evolving digital space, best practices that were only a year ago can seem hopelessly outdated.
In 2023, there are two primary tactics for boosting your visibility on social media: influencer marketing and community management. The combination of these tactics will work wonders for your online presence – and together we’ll look at exactly how they can help you boost your visibility on social media, build a community, and connect with potential customers.
So here’s everything you need to know about how to boost your visibility on social media in 2023.
How influencer marketing can boost visibility
Influencer marketing is when companies work with influencers to get themselves in front of a larger audience that exists. Every market, audience, and niche has its own constellation of influencers – you just need to know who is the best fit for your business, so that their followers will connect with your brand. Finding the right influencer to promote your product or service can be challenging – it’s about finding the right person and creating content together that will resonate with the audience.
You can use platforms like BuzzGuru Influencer Analytics to find influencers or content producers, who you can work with on your social media campaigns. With the right partnership, you will notice a significant increase in visibility.
Take the Dunkin’ muffin maker, for example. Even though the company has millions of followers on TikTok, Dunkin’ Donuts has teamed up with Charli D’Amelio, one of the most important influencers on the platform.
Once Charli started promoting the brand — complete with a drink named in her honor — Dunkin’ Donuts saw app downloads skyrocket by 57%.
When they relaunched the collaboration alongside Charli’s Birthday in February 2021, the company quickly became the number one food brand on TikTok.
The benefit of working with influencers in your marketing campaign is that they already have a specific target market. They also have a lot of experience developing material that clicks with audiences and gains a lot of traction.
Once you’re ready to start influencer marketing, BuzzGuru Influencer Analytics can connect you with the right influencer for your company. BuzzGuru has a database of 27 million influencers that your business can work with. It also provides assistance with managing your influencer marketing campaign and can give insight into which influencers your competitors are working with for market research purposes, allowing you to get an idea of what kind of budget you will need to collaborate with an influencer.
However, if you don’t have the budget to partner with popular influencers, you can still create interesting and engaging content. Besides Dunkin’ Donuts’ big collaboration with Charli D’Amelio, the company has also hired employee Molly Gruber to create content.
Her videos have garnered thousands of shares and hundreds and thousands of likes. Therefore, encouraging your employees to become brand ambassadors on social media can also help increase brand awareness, as well as make your company appear more relatable.
So, once you’ve captured your audience’s attention with an impactful collaboration, how do you make the most of your moment in the spotlight? Companies can really build on that moment of exposure with good community management on social media.
After all, being successful on social media requires embracing the “social” element of whatever platform you’re working on. This means participating in discussions about your business and the broader department, as well as interacting with people who share your interests and values.
Therefore, brands that are serious about building their social media presence often hire Community Managers to facilitate communication between the organization and its potential customers on social media platforms.
See how Innocent Drinks taps into two topical ideas: It might already be a popular drink (Lilt: another brand) that’s been discontinued.
The community management team then does an excellent job of interacting with the people who answered, even rudely suggesting that there are other drinks they can substitute Lilt for.
With 258 likes, this single tweet has over 20,000 views.
When community managers respond to comments left by the company’s audience on social media, the key is to respond with personal comments, rather than responses they might send through other media. And a sense of humor doesn’t hurt either!
There are plenty of places for social media community managers to shine, but Twitter has some of the best examples.
Wendy’s Restaurant – who owns the Twitter account @Wendys – is one of the greats when it comes to managing the community on social media.
In this exchange, Wendy’s made a joke on a McDonald’s competitor’s account while responding to a Twitter post. He then doubled down on the joke by suggesting in jest on the poster that he dump his girlfriend instead of eating McDonald’s. The brand combined sarcasm, jokes, and a friendly tone to garner over 3.9 million followers.
Community managers can use the social inbox to respond to comments made by the target audience of the business. The tool collects messages, comments, and mentions from Facebook, Linkedin, Twitter, and Instagram.
How influencer marketing and community management work together
Brands can combine influencer marketing with powerful community management to ignite engagement and push their social media visibility into the stratosphere!
Influencers can get exposure for your business with their ready-to-use audience, and get more users to interact with the brand and company.
At the same time, strong community management will keep these new followers coming back for more.
Simply replying and giving gratitude to a post can steer new followers in the direction of your brand:
A simple comment can also do the trick:
Hitting the right note in your community interactions will encourage your followers to like, comment, and share your social media content, expanding its coverage and increasing the number of potential interactions.
Your business can use platforms like BuzzGuru and Social Inbox to help with each of these challenges. Give them a try and see what miracles they can do with your social media visibility, boost followers and increased engagement.