Out with the old, in with the new: Tips for conducting a successful social media rebrand
Have you ever considered rebranding your company or organization’s social media presence? Perhaps posting on your brand’s Facebook or Twitter accounts has started to feel more like a chore recently and not nearly as exciting as it was when you first started.
You could be in need of a social media rebrand. This is an opportunity to refresh your brand’s presence on your accounts and better present your image, ideas, and values to your target audience in a tighter, more visually appealing manner.
If a social media rebrand sounds like what you need, consider these tips to help streamline the process:
Create an Action Plan
A social media action plan would outline goals for your posting efforts, such as boosting followers, and then the steps that need to be taken on a regular basis to work toward accomplishing these objectives.
An example of a simple social media action plan would look like this:
- Post images on all accounts at least 3 days per week.
- Check in twice per day to respond to comments, replies, and direct messages.
- Create and share at least one piece of video content per month.
Action plans create a process that you or someone else who operates your brand's social media accounts can easily follow in a consistent manner. This way you can adopt a routine and factor it into the rest of your business obligations without it overwhelming you in the midst of everything else.
Cut Out What Isn't Working
Just because Twitter, Facebook, Instagram, LinkedIn, Tumblr, Pinterest, Snapchat, and YouTube all exist, that does not mean that your brand necessarily needs to have a presence on each one to stay current. Pick the platforms that are connecting best with your target audiences. For example, if you have a Facebook Page with 100 likes versus Twitter and Instagram accounts with over 500 followers each, focus on the ones that are generating greater returns on your marketing efforts.
When conducting a rebrand, this gives you plenty of time to step back and evaluate where your social media strengths are. Focus on growing those spaces and don’t lose time worrying about the ones lagging behind.
Consider Exploring a New Frontier
When gearing up for a social media rebrand, this is also a great time to consider expanding your brand’s digital presence to new platforms. Have you always wanted to start a Snapchat account for your performing arts organization? Give it a try!
When considering a social media expansion, start slow and build from there. Start by adding one new account, and if it is easy to manage along with the others, then go back to the drawing board and explore the idea of adding another new one. While trying new platforms can be fun and exciting, it is important to do this in a way that still allows you easily manage your existing accounts.
Create a Signature Hashtag
Creating a signature hashtag is a simple way to strengthen your branding through your text-based content such as tweets, photo captions, and Facebook posts. Encourage your followers to use this hashtag when sharing your content as well so that you can better identify the ones making an effort to engage with your brand. These can be hashtags you create for the long-term, or ones that are tied to specific events, such as #Communiversity.
Choose Cohesive Visuals
In a survey conducted by Venngage, 53% of marketers surveyed stated that 91-100% of the content that they published in 2016 contained visuals. From 2015 to 2016, the usage of visual content by marketers increased by 130%. There’s good reason for that. In 2016, TechCrunch reported that approximately 100 million hours of video are consumed on Facebook daily. Snapchat, a social platform that facilitates communication between users almost exclusively through visuals, had 150 million daily active users in 2016. Instagram, another highly visual platform, had 500 million monthly active users in 2016. One could conclude that strong visual content on social media is important from a branding standpoint.
When rebranding your social media presence, make sure to emphasize creating a visual identity that extends beyond your logo. Having cohesive visuals will establish a stronger brand identity. Some ideas for accomplishing this include:
- use the same image filter on every visual you post from your brand's acount.
- Put your logo in the same place on every photo and video.
- use the same frame or layout for each of your visuals.
- Use the same backdrop for the majority of your visuals.
Adding this level of cohesion to your visuals will make them more easily recognizable to your followers. Pick a method that is complementary to your visual sensibilities and remember to keep it consistent. This will create a solid foundation and enhance your brand's overall appeal to audience members.
Identify Content Segments
Segmenting your content will allow you to generate new ideas for posting on your social media accounts more easily. While you can certainly post informal, conversational content in addition to segmented content, this will help ensure that you can at least maintain consistency on your feed.
Here are some ideas for content segments that are easy to implement:
- Event promotion - promote your brand's upcoming events.
- Throwbacks - share old photos of your business to illustrate its history.
- Specials/sales/other deals - anytime your business is offering a special deal to customers.
- Product shots - photos of menu items, real estate listings, new fashion arrivals, the best haircut that you just gave to your client, etc.
- Environmental - take pictures of your storefront, restaurant, office space, or our beautiful Princeton!
- Involvement - Is your brand involved with any charities or community functions? Let your followers know.
If you decide to post on your organization’s Instagram account at least 3 times per week, you could pick through the above segments and plan the content you want to share in advance. So, on Monday you could share an environmental shot, promote an upcoming event on Wednesday, and post a Throwback Thursday on Thursday.
Make an Effort to Engage with Your Audience
When rebranding and reintroducing your brand to your social media audience, be sure to put a greater priority on stronger engagement with your followers. Stay committed to replying to those photo comments, direct messages, and tweet replies!