The influence of brands on social media

Social media is a forever changing web-based platform that can help brands enhance their customer experience and communications.  Social media was fundamentally created to bring people closer in alternatively fun and interactive way. Brands/businesses were not the main focus. Brands only started being mainstream on social media in just the past decade. What is more important to understand is that it was not intended for business but to connect. This idea was well received by the early brands and soon enough, every brand was striving to be on social media. The main reason brands became mainstream on social media is simply the idea that people are on the platform, and if people are on the platform companies can assert themselves within the online community and build a online presence.

This brings us to how brands must communicate with the online community and further use influence to get ahead. To understand how brands need to communicate on social media, brands usually are faced with the daunting task of learning their desired audience. The main purpose of learning the audience is simply to know what makes them tick. If you know your audience well, communicating in their language turns to be easy.

When it comes to content, there is no specific formula to creating content that is engaging and informative at the same time. To be honest content can be anything that is fundamentally seen by your target audience.  There is broad connection that needs to be made between you and your target audience in order to communicate effectively. It is completely up to you on filling the gap. There is an interesting dialogue to what makes content on social media. When we investigate social media platforms that inhibit the context of content. We see different forms of content that could be video, text, visual or audio.

Social media platforms are diverse with their own eco-system. What separates them is the audience. The reception of the audience you want to project is a choice of who you want to communicate with.

We’ve long surpassed outdated media outlets when social media first came onto the scene. Media outlets are currently not the only way to receive current news like we did in the past. Smart phone technology and the internet has changed so much of how content and news is distributed. The conversation can be escalated to millions of people in a short space of time depending on the quality of the content. Brands can jump on the opportunity and follow the trends.

In recent years we have seen how brands have created a voice on social media. The voice of influence. This is a measure on which followers of brands are enthusiastically entertained by the content published. This has opened a new industry of celebrity figures that feed brands content by creating campaigns that focus on the brands products and services.

These are called influencers. They produce content based on the influence they have on certain demographics and audience groups that follow and engage with their content. Brands can also be their ow influencers by using their publicity. This has created an adapted ad campaigns that potentially reach a large audience spectrum that make a trend on social platforms. The new ways of brands making an impact is using a voice that the target audience already understand and a prone to listen to based on the content they share.

A new digital landscape of ad campaigns is on the rise. Some brands have taken the leap to entrust its influencers to communicate and convey messages that meet their criteria of marketing. The future of social media is one that can open new career opportunities for creatives that need additional income streams.

Louis Kulani Khosa