Subtle yet Powerful Marketing: Strategies for Standing Out on Social Media

The challenge of achieving a return on investment (ROI) is a common one among brands that adopt traditional tactics like posting consistently, hiring community managers, and implementing analytics. Despite their efforts, their social channels often fail to engage effectively, much like a field of idle crickets.

Why It's Not Enough to be Just 'Good'

With thousands of brands competing for the same audience’s attention, merely following social media best practices is insufficient. People are bombarded with promotional offers and branded content, leaving little room for genuine engagement. To stand out, brands must shift their focus from adhering to rules to truly connecting with their audience.

7 Surprising Strategies for Amplifying Your Social Media Presence

1. Shock Audiences with Unexpected Humor

).

Take, for instance, the online battle between Cap 'n Crunch and KFC. While big brands typically maintain a serious image, these companies brought a humorous tone to their interactions, creating a delightful exchange that resonated with their audience. Brands like Taco Bell and Old Spice also engaged in similar playful banter, demonstrating that humor can be a powerful tool for building a connection with consumers.

Why It Works:

According to a recent Pew Center report, 72% of American adults are social media users. However, only 33% of these users have ever followed a brand on platforms like Facebook and Twitter. By adopting a more human persona, brands can tap into the emotional connection consumers crave. Humor and unexpected playfulness help brands stand out and create memorable experiences.

2. Encourage Audience Participation

A simple but effective strategy used by George Takei on Facebook is to post puzzles that require some thought. This guessing game generates significant engagement and caters to the 'ah-ha' moment that consumers enjoy. Companies like Walmart have also succeeded by mixing in fun, engaging content that is not necessarily related to their product offerings.

Why It Works:

Brands that engage in two-way communication rather than one-way broadcasting stand a better chance of building a loyal following. Funny, attention-grabbing, and thought-provoking content can help your social media page stand out from the competition. For instance, brands that generate 1000 likes on Facebook can also expect approximately 1400 website visits a day.

3. Leverage Visuals

While text can be powerful, visual content is even more impactful. According to various sources, 90% of information transmitted to the brain is visual, and visuals are processed 6000 times faster than text. Brands like Sephora and Oreo have successfully built strong visual content strategies, using inspiring visuals to drive engagement.

Why It Works:

Pictures and images perform best on social media platforms like Facebook, with higher engagement rates for Likes, comments, and shares. Adding simple photos or visuals to your posts can significantly enhance your social media strategy.

4. Poke Fun at Yourself

No matter the size of your brand, it’s essential to maintain a human touch. Brands like Adobe Photoshop and Air New Zealand have successfully incorporated self-deprecating humor into their social media strategies. This approach helps to humanize the brand and build a stronger relationship with the audience.

Why It Works:

According to a 2013 Forrester Research study, 85% of consumers still don't trust brands online. Humor and self-deprecation can help to build trust and reveal the human side of the brand. Brands that do this effectively are seen as more authentic and relatable.

5. Be Part of a Movement

Brands can be powerful cultural influencers, and social media is a great platform to show support for causes that matter to their audience. For example, Toys 'R' Us uses its Facebook page to not only advertise but also to support its customers' values.

Why It Works:

Consumers appreciate brands that align with their values. This strategy helps to build a community of loyal followers who share the brand's mission.

6. Step Outside Your Comfort Zone

While it’s important to stay focused on your core product, sometimes it’s beneficial to explore new territory. Brands like Oreo and E*TRADE have successfully ventured into unexpected areas, such as social and political issues, to create more engaging content.

Why It Works:

Exploring new ideas enables conversation and can stir opinions, making your social profiles more interesting. This approach helps to keep the audience engaged and encourages them to share your content.

7. Be a Thought Leader

Thought leadership can significantly enhance a brand’s reputation and social media engagement. By sharing valuable content and giving back to the community, brands can build a stronger relationship with their audience.

For example, Clarity, a startup marketplace for business advice, shared quotes from notable business leaders and encouraged its audience to share their favorites. This approach resulted in hundreds of social media shares.

Why It Works:

Brands that prioritize valuable content and resources over promotional offers are more likely to gain exposure and engagement. Continuous engagement with your community is key to prolonging the life of your content.

Final Thought: Test the Waters

Social media is an ever-evolving space. It’s important to be bold, experiment with new strategies, and let your audience guide your brand to new heights. By focusing on these subtle yet powerful tactics, brands can build stronger connections with their audience and achieve greater success on social media.