Reaching New Audiences: How to Grow Your Brand
September 20, 2021 11:04 am
Let’s grow together.
Reaching new audiences is a consistent and never-ending goal of every brand on social media, but how do you go about it?
Without an audience on social media, there’s almost no point in having an account. Constantly creating content without an audience is like screaming into an empty social media void.
You need content to have an audience, but you also need an audience to justify creating content. It’s a social media catch-22.
Growing an audience, however, is one of the most challenging jobs for companies. Whether it’s competing brands challenging you for people’s attention, ad blindness, or poor planning, there are so many factors that will impact how you grow and reach new audiences on social media.
Here are just a few of the best ways to grow your brand on social media and reach new audiences.
Collaborate with other brands
Keep your friends close and your enemies closer.
Have you ever thought about reaching new audiences by working with other brands that have a similar market to you? While you don’t want to be helping your direct competitors grow their brand online, a little bit of synergy between similar companies with somewhat different offerings never hurt anyone.
Maybe you sell craft beer. Why not reach out to a company that sells custom pint glasses for a collaboration? You could even consider doing an account takeover, a joint competition, or a straight-up giveaway.
Keep up with social media trends
This should come as no surprise, but social media moves at a rapid pace. Whether it’s Facebook, Instagram, TikTok, or Twitter, social media is all about trends. Social media offers a platform for brands with large followings to create trends and position themselves as thought leaders. However, for less established brands, one of the most effective ways to reach new audiences is to follow trends.
Trends come in all shapes and sizes. Fortunately, discovering what’s trending on social media is relatively easy. It does, however, mean you have to have your finger on the pulse and be prepared to create content with rapid turnaround times.
It isn’t just brands and influencers that follow trends. Just have a look at how Instagram followed TikTok by venturing into the short-form video shape with Reels.
Make an effort to engage with others
You’ve spent time researching, looking into your analytics, creating great content, writing engaging captions, and your post is live. Job done, right?
Not so fast.
Community engagement is a crucial element of social media, and it’s absolutely essential for reaching new audiences and growing your brand. Whether interacting with other brands, responding to comments, answering DMs, or creating content that prompts your followers into action, you need to be actively engaging with people on social media. You just never know who might spot your comments on the content shared by other accounts.
Shareable content is your best friend
When it comes to creating content on social media, your goal should always be to make said content as engaging and shareable as humanly possible. The last thing you want is for your content to have a limited lifespan online. You need to make your content work for you for some time after you first post it on social media.
Every time you create a piece of content that gets shared, you’re effectively opening up that content to a whole new audience. New eyes on your content often equates to new followers, and new followers will only increase the chances of your content being shared in the future.
It’s important to keep in mind that shareable content needs to be one of three things: relatable, educational, or entertaining. If you can manage to make your content all of the above, you’ll be well on your way to more engagement and more shares.
Shareable content is all about providing your followers with some kind of value. When creating content, always ask yourself if it’s worthwhile for your brand and for your followers.