As a seasoned creative marketing agency, we know a thing or two about branding and how to project your brand across platforms such as social media and other online marketing channels. But let's face it, sometimes you can have too much of a good thing, especially when it comes to branding.
Branding is like the spice of your marketing content - it's what makes it pop and stand out from the crowd. But just like how you wouldn't want to douse your food in too much chilli, you don't want to overdo it on the branding front either.
One of the biggest no-no’s of social media, is making your content come across as pushy or salesy. Your audience is visiting social platforms for a good time, not a long time, so if all they see is you shoving your brand in their faces, they'll quickly tune out.
Another risk of too much branding is that it can lead to a lack of authenticity. We get it, you want to get your brand out there, but when you try too hard, it can come across as insincere and fake. And let's be real, nobody wants to follow a fake brand.
So, how much branding is too much branding? Well, it depends on a few factors, such as your target audience, industry, and goals. If you want to get the balance just right, here are some things to keep in mind:
Get friendly with Pareto
Many marketing experts recommend using the 80/20 rule, also known as the Pareto Principle when creating content for social media and other digital channels. According to this rule, you should aim for 80% of your social media content to be non-branded or educational content that provides value to your audience, such as helpful tips, interesting industry news, or funny memes. This type of content helps to build trust, establish your authority in your niche, and keep your audience engaged.
The remaining 20% of your social media content should be branded content that promotes your products or services. This type of content helps to build brand recognition, generate leads, and drive sales.
Of course, this ratio is not set in stone, and you may find that your audience responds better to a different ratio. It's important to monitor your social media analytics regularly to see what types of content are resonating with your audience and adjust your content strategy accordingly.
Get to know your audience
Your audience are like dinner guests, you want to make sure they have a good time. So, take the time to get to know them and what they like. This will help you create content that resonates with them and doesn't come across as too forced. If they believe you’re talking to them directly, they’ll forgive (or oftentimes ignore) any overt branding efforts, they’ll home in on your content because it’s relevant to them.
Consistency is key
Just like how you'd want your food to have a consistent flavour, you want your branding to have a consistent look and feel. This can be achieved through the use of colour schemes, fonts, and imagery. But remember, consistency doesn't mean every piece of content needs to be a branding bonanza. Ensure that your messaging ladders back to your positioning, your brand values and your mission and you can make your content obviously yours, without needing to labour the point of your brand name.
Give them something of value
People come to social media for all sorts of reasons - to be entertained, informed, or inspired. So, why not give them something they'll actually appreciate? Whether it's a helpful how-to guide or a funny meme, providing value should be your main priority.
Tell a story
People love stories, whether it's a good book or a friend's juicy gossip. So, why not use storytelling to connect with your audience and build a memorable brand? Instead of just pushing your products or services, tell stories that showcase the benefits of your brand in a relatable and authentic way.
Ultimately, the key to finding the right balance of branded vs. non-branded content on social media is to focus on providing value to your audience first and foremost. By creating content that educates, entertains, and inspires, you'll build a loyal following that will be more receptive to your branded content when the time comes.
If you’re looking for some help in crafting a stellar, creative online presence, get in touch! We’d love to have a chat.