A whopping 93% of marketers worldwide use social media business. So you can imagine how loud the noise is out there for consumers. Every time they log onto Facebook, Twitter, or Instagram, their feed is bombarded with updates from companies, brands, and businesses. So how do you make sure that your voice is heard above the rest?
We’ve got you covered. We’re going to show you how to develop your social media brand voice and refine your identity so that your target consumers will take notice. So grab yourself a cup of coffee, and let’s get started.
What is social media brand voice?
Your social media brand voice is how your company or brand speaks online. It’s the personality of your business that comes through in your posts, tweets, and updates. And just like with any person, first impressions are essential. You want to make sure that when people come across your social media channels, they instantly get a feel for who you are and what you’re about. (A strong company logo can also help with this, but you should consider several types of design before settling on one, to make sure it fits with your brand.)
Think of it this way — if your social media brand voice was a person, how would you describe them? Are they formal or informal? Funny or serious? Helpful or sales-y? Let’s say you’re a DTC sales team, for example. You might want to come across as approachable and relatable so that your target consumers feel comfortable reaching out to you with questions. Or if you’re a luxury brand, you might want to convey sophistication and exclusivity.
Stephanie Schwab at Social Media Explorer broke down brand voice into four distinct cornerstones: character/persona, tone, purpose, and language. All of these factors work together to create a concise and purposeful voice.
Why is social media brand voice important?
Your social media brand voice is an important part of omnichannel marketing because it helps you stand out from the crowd. In a sea of sameness, having a strong and distinct social media brand voice will make you memorable. Here are some of the top reasons why social media brand voice is so important for businesses:
1. It humanizes your brand
People buy from people, not businesses. By humanising your brand, you make it relatable and approachable. This helps you build trust with your target consumers, and in turn, you’ll likely find that you’re improving conversions and sales.
2. It differentiates you from your competitors
Standing out from the competition is essential in any industry. And with social media, it’s easier than ever to get lost amongst the crowd. By developing a strong and unique social media brand voice, you’ll be able to set yourself apart from the pack.
3. It helps you build a community
When you have a strong social media brand voice, you’re more likely to attract like-minded people. This helps you build a community of followers who are interested in what you have to say and are more likely to engage with your content.
4. It allows your company to shape your narrative
What story do you want to tell about your brand? Your social media brand voice is one of the best ways to control the narrative and shape how people perceive your business.
How to develop your social media brand voice?
Now that we’ve discussed what social media brand voice is and why it’s important, let’s explore how you can develop yours.
1. Start by defining your target audience
The first step to developing your social media brand voice is to define your target audience. Who are you trying to reach with your social media marketing? Once you know your target consumers, you’ll be better able to speak directly to them and make sure you don’t attract bot traffic.
For example, let’s say you sell software that handles accounting inventory for small businesses. Your target audience is probably going to be small business owners or managers. So when you’re developing your social media brand voice, you’ll want to keep that in mind. Use language and tone that will appeal to your target consumers.
For companies like this, you may have to write posts about less exciting topics such as controlling inventory or the best way to do your taxes. However, this doesn’t mean your social media brand voice has to be boring. You can still be creative and find ways to make even the driest topics interesting. It’s all about finding the right balance for your company.
2. Find your social media brand voice
Now that you know your target audience, it’s time to find your social media brand voice. There are a few different ways to do this.
One way is to look at your competitors. See how they’re speaking to their target consumers, and what kind of reaction they’re getting. Then, try to find a way to differentiate yourself. Maybe you can be funnier or more helpful. For example, a company like Proposify might start by Googling Proposify competitor and then looking at their social media posts.
Another way to find your social media brand voice is to look at your existing marketing materials. See how you’re speaking to your consumers in other channels, and try to carry that over to social media. Remember, your social media brand voice should be consistent with the rest of your marketing.
3. Consistency is key
Once you’ve found your social media brand voice, it’s important to be consistent with it. That means using the same language, tone, and style across all of your marketing channels, including other platforms, email marketing, and even paid ads.
Consistency will help you build trust with your target consumers. It will also make it easier for people to recognize your brand, which can lead to more sales.
4. Write like a human
When you’re creating your social media content, it’s important to write like a human. That means using natural language and avoiding industry jargon. Remember, you’re speaking to real people, so make sure your content is easy to understand.
A great copywriting rule when writing social media captions is to remember the 3 C’s: clear, concise, and compelling. Make sure your content is all of those things, and you’ll be on your way to social media success.
5. Get feedback from your team
After you’ve created some social media content, getting feedback from your team and any customers, clients, and affiliate partners you have is a good idea. Finding affiliate marketers to help promote your brand is great, but it is key to ensure they’re using your brand voice.
It’s the same with your team. If they have input into your social media brand voice, they will likely follow it when creating and sharing content on their personal profiles. Almost all (98%) of your employees use at least one social media site, of which 50% post about their company. So it’s essential to get their input.
6. Monitor your metrics
Finally, monitoring your metrics with social media monitoring tools is key once you’ve launched your social media brand voice. See how your content is performing, and make changes as needed. Are people engaging with your content? Or are they sharing it? Are you getting more leads and sales?
Monitoring your metrics will help you fine-tune your social media brand voice and ensure that you’re achieving your goals. Some important metrics to track include reach, engagement, clicks, and conversions.
Real-world examples of great branding
Nike is a great example of a company with a strong social media brand voice. They’re consistent in their messaging across all channels, and they use the same language, tone, and style on social media as they do in other marketing channels. But what sets Nike apart from its competitors is three words… “Just do it.”
These three words perfectly capture Nike’s brand voice, and everything they produce speaks to that. Their social media content is inspiring, bold, and engaging. And it always encourages people to “just do it.”
Disney is another company with a strong social media brand voice. They’re known for their family-friendly content, and their social media channels reflect that. Their tone is always positive and upbeat, and their messaging is consistent across all channels.
Plus, Disney does a great job of using its social media platforms to promote its latest products, movies, and initiatives. And they always do it in a way that’s consistent with their brand voice.
3. Taco Bell
‘Now that’s what I’m Tacoing about’
This phrase perfectly captures Taco Bell’s social media brand voice. It’s known for witty, fun, and punny content. And its social media channels reflect that. They’re always coming up with new and creative ways to engage with their fans, and their content is always on-brand.
Having a strong social media brand voice is important for any company. It will help you build trust with your target consumers, and it will make it easier for people to recognize your brand. Plus, it will help you achieve your goals.
If you’re unsure where to start, look at some of the examples in this post. And if you need help, there are plenty of social media agencies and consultants that can assist you. But whatever you do, make sure your social media brand voice is strong, consistent, and on-brand.
Good luck and happy branding!