Blog - 5 Reasons why your Social Media Branding is Failing

5 Reasons why your Social Media Branding is Failing

5 Reasons your social media branding is not working and how to fix it?

Branding is more than elements such as logos and colours. It is the whole identity of a business. Branding develops the brand identity that includes all approaches to support the story behind the existence of a brand and the essence of a brand. As competition increases, the need to differentiate your brand identity from other

similar brands increases. Have you been wondering why your social media branding is not working? Or wondering why all the attempts at introducing trending or unique social media strategies to your branding are failing? Here check out the top 5 reasons why your social media branding is not working and here is how to fix it 

1. You are not being consistent with your brand voice and messages

The way you communicate with your target audience is also an essential part of your branding. You should be aware of the brand archetypes as it will help you to know more about the style, and voice that every brand follows. From advertising campaigns to Instagram captions and brand stories, your tone of voice must be consistent and distinct to build an authentic connection that resonates with your target audience. Doing it gives your audience a chance to get familiar with your brand voice.

How to fix it?  

• Engage on social media with your audience as frequently as you can.
• Whether you use an audience poll, host a giveaway, include a call to action, you need to use consistent brand tonality.
•  Also do not forget to use relevant hashtags to attract your audience.

2. You are not able to deliver higher perceived value

Branding creates loyal customers. You can attract the audience’s emotions through branding by making them feel more connected to your brand. Offering a higher perceived value can help you to establish a unique brand image. The best way to do the same is by offering bonuses or some extremely helpful content or leveraging the power of the lead magnet. This will not only make them curious but will also encourage them to take the desired action. Perhaps most importantly, offering the customer more than what they perceive is also one of the best ways to spread word-of-mouth about your brand.

How to fix it?

• Make lead magnet a part of your overall branding
• Offer discounts to enhance the perceived value.
• Surprise your audience with Giveaway.

(I think the first points covers the next two points)

3. Not carving your Brand USP

Creating a USP is one of the most essential elements for any company to flourish in the market and cut through the noise in a crowded landscape of business. Your branding is not working because there is no clear USP to compel existing users to stick with your brand or attract new users. Therefore, you must be sure that your brand is equipped with at least one unique element. For that you need to research your competitor, discover where the gap is lying and seize the opportunity to leverage that gap to your advantage by bridging it.

How to fix it? 

• 1    Do thorough competitor research to identify the gaps that are existing in your industry.
• 2 Convey a powerful message about how your product is different from your competitors.
• 3. Demonstrate with proof how your products solve customers’ problems more authentically.      

4. You are not tracking the performance of strategies

With your brand being on social media it is important to analyze how it the implemented strategies are performing. Are they helping you accomplish your social media goals be it gaining new followers or retaining your existing followers? Until unless you do not focus on tracking performance you will not understand what is working and what is not and even what can work if tweaked. This is where the majority of the social media branding fails as businesses fail to understand the importance of investing in social media analytical tools. Especially in a competitive edge, these tools are essential. As they provide all the data and insights making it easier to compare your performances on different platforms and you can track your competitors using social status.

How to fix it?

• Invest in trending brand monitoring tools like Brandwatch, Brand24, BrandMentions, Talkwalker, and Hootsuite.  
• Create parameters to track the performance of the social media strategies by hiring an expert agency that is well-versed in the nuances of the social media landscape.
• Focus on Brand Advocacy for organic social media growth.  

5. Not leveraging proven social media strategies

Whatever is trending in the gamut of social media branding is helping brands get the results and that is the reason they are trending. For instance, there is no dearth of the brand getting results through Influencer Marketing so if you have not used it you might lag in the competition. Influencers are individuals with a dedicated social following and are seen as an expert within their field or niche. It delivers results because of the trust they have built up on their followers and recommendation from them would prove profitable for your business. According to INCA-E4m Influencer Marketing Report 2022, this industry is currently valued at Rs. 1275 Cr and expected to grow by 25% in the next 5 years, with a billion-dollar market in India alone.

How to fix it?

• Do thorough research across multiple social media platforms to find the most influential voices in your industry.
• Identify the right influencers in your industry based on your budget. The more popular the influencer is, the more you need to invest
• Decide your goals with chosen influencers. Perhaps it can be to elevate brand awareness, increase sales or expand into new user groups with a new product or service.

The Bottom Line

Social media branding attempts are key contributors to your digital marketing strategy. Therefore, you need to plan, implement and track every single social media branding strategy in an extremely strategic way to enhance user experience and customer service.