High-performing manufacturers on social media all have one factor in frequent: They created a robust and constant model. And that didn’t occur by chance. The preferred, fun-loving manufacturers have a social media technique they’re following and superior social media administration. That social media technique consists of having sturdy and constant social media branding tips.
On this article, I’m strolling you thru social media model tips with a quickfire information to every little thing you must know.
Plus, we’ll have a look at some manufacturers rocking their branding tips.
Each firm ought to have social media model tips—a doc stating the model voice, tone, type of communication, model, look, and really feel that the model will use on its social media channels. Put merely, it’s a social media model information.
When social media followers see the model on the completely different social platforms, they’ll immediately acknowledge the model if it adheres to these social media model tips.
In case you don’t have a social media model information, making a social media branding tips may simply look like extra work to do.
Certain, they do contain a little bit additional effort, however it’s price it in the long term.
Right here’s why.
- 88% of shoppers say authenticity is a key issue when deciding what manufacturers they assist. Manufacturers can hone their authenticity by being constant of their messaging and branding.
- Utilizing a signature coloration can enhance model recognition by 80%. (That’s nice for product gross sales!) Most individuals can simply acknowledge the McDonald’s brand. And for drivers on a freeway, these yellow arches imply it’s time to drag off the street for one thing to eat!
Even with out the emblem, we nonetheless acknowledge the substances and colours! McDonald’s clearly makes use of a model template for its social media.
- Model consistency is ensuring that your model values, picture, and messaging are constant throughout all channels. Consistency will increase income by a minimal of 33%. Being inconsistent consists of posting an excessive amount of one week and too little the following. Or being inconsistent about what content material goes on every channel.
- Social media branding tips hold your crew on the identical web page, even when they don’t work in the identical workplace. One in 4 Individuals now works from residence, and that determine is ready to extend. Meaning you want strong “dos and don’ts” in place for everybody to observe in a social media model information.
- Having social media tips additionally lets you shortly onboard new staff. That is true for the company mannequin, too. If I assign a brand new social media author to a consumer account, it’s significantly better to provide them a useful written social media model information. The choice is a great deal of backwards and ahead emails, confusion, and assembly instances.
- With a transparent set of social media tips, you possibly can convey what your model is all about. Doing so will assist your content material creators select the fitting posts and keep away from alienating your demographic. And by alienating, I don’t essentially imply upsetting. There are some manufacturers whose followers count on snarky responses and burn days like Wendy’s! It is a model that usually takes a pop at McDonalds, Burger King and its followers, and albeit, we’re right here for it.
Surreal cereal is a brand new model I’m obsessing over. Their foolish humor works properly throughout all their channels and attracts a demographic prepared for one thing contemporary and enjoyable. Like this publish from their Instagram web page! However don’t be fooled, there are some sturdy social media branding tips behind their posts.
So, we’ve established that you must have some social media branding tips. However don’t fear, this doesn’t must be an enormous headache and also you may have already got plenty of this ready.
Open a file in your shared server that may be accessed by your social media crew and prepare so as to add some key social media branding paperwork.
Listed here are 5 parts I prefer to have my fingers on earlier than I temporary my crew at Contentworks Company.
1. Tone of name voice
Your tone of voice information is without doubt one of the first gadgets it is best to put together earlier than you launch your model.
It needs to be created earlier than you write the content material on your web site or begin posting in your social media channels.
Your tone of voice is a part of your model character. It can differentiate you out of your opponents and create a bond of familiarity along with your followers.
I’ve adopted sure manufacturers for years, and seeing every new publish is like seeing posts from a good friend. I do know what to anticipate. It’s comforting to see them in my feed. Like SparkNotes on Twitter. I really like their captions, memes and gifs about literary classics. Excellent for e-book nerds. If SparkNotes had been to immediately begin posting about politics, world information, or movie star gossip I might unfollow. Then cry right into a e-book for some time.
Once we create a model tone of voice doc, we’d additionally create some further guidelines or exceptions for social media.
These may embody:
- Abbreviating lengthy phrases, hyperlinks, or phrases to suit social media caption constraints
- Whether or not you’ll be playful with followers within the responses on posts or extra straight speaking
- How your model interacts with opponents on social media (Are you taking part in or are you ignoring?)
- If a fan mentions you and your competitor in a publish, will you reply?
- If a fan tags you in a criticism publish, what’s your customary response? Will you direct them to DMs or reply publicly?
- Are you able to make the most of user-generated content material?
- Do you have to cross complaints to compliance and authorized earlier than you reply? Followers can take screenshots in seconds so deleting later received’t show you how to!
With the Agorapulse social media dashboard, you possibly can create saved template solutions for every model you handle. That approach, you possibly can simply change the identify or tweak the reply, and your saved reply is able to ship.
Having saved replies might help hold your responses constant and your model tone of voice on monitor. It’s additionally useful for crew members to recollect costs, instructions, opening instances and different often requested questions.
2. Outline your social media channel technique
We might usually do that as half of a bigger content material advertising technique. However it doesn’t should be complicated if you happen to don’t need it to be.
This a part of the social media branding tips is just defining which channels you’ll be on and what you’ll be posting on every of them.
Instance of a social media channel technique
For a finance consumer it would look one thing like this:
- Twitter: Breaking finance information, market actions, retweeting from finance websites and interacting with analysts. All critical, and no enjoyable stuff.
- Fb: Marketing campaign information, promotions, occasion photographs, and competitions. No evaluation or charts.
- TikTok: All enjoyable stuff. Behind the scenes, consumer issues, relatable tales, and workplace pranks.
- LinkedIn: Information about companions and associates, new hires, life on the firm and thought management from executives. You may additionally select to share firm PRs and awards on this channel.
- Instagram: Images solely of workplace places, enterprise journeys, occasions, and crew.
It is a channel technique for a consumer using our company. It is a lot of content material, visuals and planning, so if you happen to’re a small model otherwise you don’t have plenty of free assets, minimize down in your channels.
Content material on every channel needs to be completely different as usually as attainable. So, you may begin by selecting simply LinkedIn and Fb, and construct out from there.
Doc the kind of content material that might be on every channel, so your crew can observe a transparent construction. That may make sure you retain and interact your fanbase on every channel. Usually, they are going to be completely different demographics and count on completely different content material.
Let’s have a look at teen finance model Steps Financial institution for instance:
First, this can be a finance model that is aware of its demographics and sticks to social media branding tips.
On Twitter, they’re interactive and enjoyable with questions, quizzes, and enjoyable stuff. Notice the spelling and grammar in all their posts. This model works completely for them—however don’t attempt to copy it for a model with completely different demographics!
TikTok for this model is teen influencers, superb cash saving suggestions, and enjoyable challenges. How Gen Z does cash sums up their actions right here. (Hope they don’t thoughts an previous Gen X marketer tagging alongside for tips about getting free nuggets!)
Fb for this model is relatable and arty memes about spending and saving cash.
Steps are on all the opposite primary channels too and do an excellent job separating out their content material varieties. As well as, they keep a robust model voice with core taglines, hashtags, colours, and content material kinds.
Consistency is a key a part of your social media tips. Or not less than it needs to be.
Determine roughly how usually you’ll publish per day/ per week on every channel. For instance, 5 x per day on Twitter and three x per week on one another channel. I discover that Fridays are greatest for enjoyable posts whereas Tuesday and Wednesday get the next price of engagement for instructional content material.
Agorapulse will show you how to keep constant by supplying you with a with a shared crew calendar that covers all of your channels. That additionally means you possibly can plan properly upfront and cooperate along with your teammates in the identical house.
3. Visuals on your social media model information
Your social media branding tips want to incorporate your core visuals. Particularly these pertaining to your social media channels.
What to incorporate in your model template:
- Model colours. That’s the hex codes on your major and secondary colours. It also needs to embody tips on tips on how to show them. For instance, the quantity of white house utilized in photographs and any colours to not use collectively.
- Fonts. What fonts needs to be used? What dimension are headers? How do you deal with spacing? Ought to they be bolded?
- Filters. Will you be utilizing filters on channels like Instagram? If you’ll, then which of them and at what depth?
- Visible tips. What might be used for social media and what received’t? For instance, will you employ GIFs? In that case, do they must be firm branded or can they be publicly accessible GIFs?
- Logos. You’re going to want entry to a wide range of logos in numerous sizes, coloration combos, and on clear backgrounds.
So why do these must be included in a social media branding tips pack? Absolutely, your designer will simply make every little thing?
Right here’s the factor. Even if in case you have a designer, social media strikes so quick, and social media managers will usually create photographs and GIFs on the fly. A pattern that requires a picture normally has a shelf lifetime of about 4 hours … and your designer isn’t at all times going to have the ability to accommodate that.
Utilizing applications like Canva or Powtoon, photographs, GIFs and movies could be made comparatively simply. And with design applications like Canva, social media managers can add core branding parts like logos, coloration palettes, and kinds to maintain them aligned with the model.
And even higher than that, social media managers can retailer movies and pictures of their Agorapulse library for simple entry every time they want them.
Learn how to Retailer, Share, and Set up Social Media Belongings Simply
I do advocate taking time to create a branded evergreen picture library that may work with a wide range of posts in your sector. That may hold your posting constant in case your designer is away or you must fill calendar gaps.
4. Hashtag guidelines
Earlier than you employ hashtags, you must perceive how your model desires to make use of them on every channel.
For instance, some manufacturers use contextual hashtags on Twitter like this:
Whereas others put hashtags on the finish of tweets or don’t use them in any respect. Like this. Love @YorkshireTea for dry British humor!
Different factors about hashtags that needs to be included in your social media branding tips are …
- Any branded hashtags. These might be evergreen and never time-sensitive or associated to a marketing campaign. Like Nike #JustDoIt
- What platforms get hashtags. I not often use hashtags on Fb as a result of individuals don’t use the platform in that approach. Nevertheless, I take advantage of them on Twitter and Instagram. You’ll be able to outline which platforms get hashtags in your social media tips.
- Variety of hashtags. Chances are you’ll not need to be too particular about this as it may be seen as micromanaging. However you may say most of 6 hashtags per publish to keep away from overstuffing or together with weaker developments.
- Hashtag developments. Will you embody trending hashtags? If you’ll, is there something you’d keep away from? I work with manufacturers who’ve specified no COVID, no politics, nothing about violence. It’s essential to determine this to maintain your model constant.
- Hashtag accessibility. Hashtags written in CamelCase are extra accessible for individuals utilizing textual content to speech readers. The identical goes for hashtags written in black reasonably than a number of colours as is feasible on Instagram. Learn extra about social media accessibility right here.
5. Authorized and compliance info
I saved the most effective for final. Authorized and compliance at the moment are essential elements to contemplate for a lot of sectors posting on social media.
Definitely, that is true within the finance house the place my company is targeted. Our posts must be written to be acceptable to regulators like ASIC, CySEC, MFSA, FCA, FSA, FRB, SEC, MiFID II, and plenty of extra around the globe. Moreover, posts will normally must be authorised by the model’s compliance and authorized crew earlier than they’re posted. Try my article on writing for the finance sector right here.
And it’s not simply the finance house that’s ruled. Something to do with authorized, authorities, meals and drinks, and prescription drugs are carefully monitored. Then there are additionally platform tips to stick to. For instance, Norway banned influencers from retouching their photographs or utilizing filters.
And Instagram banned thinspiration hashtags and unrealistic weight reduction photographs/captions. This space is especially contentious and meals and beverage firms along with these within the style and retail house ought to tread fastidiously.
So, what wants to enter your social media branding tips?
- Danger warnings. What danger warning must be in your caption? Can or not it’s within the picture and never the caption? Do they should keep onscreen for a sure size of time in movies? Do they must be a sure dimension? (Trace, sure, they do!)
- Guidelines on what to not say. Within the finance house, we don’t make guarantees about getting wealthy, simple cash, or quick wealth. Every sector may have its personal record of don’ts. Bullet level them in your social media branding tips, so that they by no means get included.
- Platform guidelines on your sector. Every sector has guidelines about what is just not allowed. Embrace the important thing factors related to your sector that might get your advert account banned or your web page deleted!
- Dealing with complaints. In lots of firms, complaints on social media must be handed to authorized earlier than a reply is distributed. It’s essential to outline the foundations on this, and likewise the timeframes that a solution needs to be in. It needs to be quick to keep away from a PR disaster.
Creating strong social media branding tips doesn’t have to take without end. However doing it is going to enhance your model energy and finally the outcomes you get out of your social media interactions.
When you’re set in your social media branding tips, you need to schedule, publish, and monitor all the outcomes. One of the best ways to try this is with Agorapulse! Get set on a free trial proper now.