6 Steps Brands Can Take To Get Their Customers Talking About Them on Social Media.

*Your customers represent a network of dedicated micro-influencers.*

I’ve talked with hundreds of brands over the years, and their main goal with social media tends to run along two tracks:

#1 How to get more follows;

#2 How to get more engagement.

These are basically the same problem, and one that social media companies work hard to exploit for their financial gain. Rather than helping your posts go viral, they really want anything having to do with commerce get “boosted”.

Of course the reasons for this are simple - 1) they don’t want Instagram and TikTok to feel like scrolling the phone book (do you remember what those are?); 2) they want a piece of your action in the form of ad revenue.

While we believe in boosting, it’s a practice that can be dissappointing and needlessly costly. As an enhancement to boosting, we recommend what we like to think of as “crowdsourcing” your social posts. Do this by harnessing the power of your existing customers to amplify your posts and your brand.

Your current customers (for brands this would mainly be retailers that carry your products) have a vested interest in your success, as you do in theirs. For brands that are carried in dozens or even hundreds of stores you have a built-in network of micro-influencers who can help drive your social account to major success.

Encouraging them to post about your brand on their platform of choice not only helps to increase visibility but also fosters a sense of authenticity and trust.

Here are some tried-and-true strategies to inspire customers to share their experiences and promote your business on Instagram and TikTok:

1. Implement Stellar Visuals: Unlike message boards and tweeting, Instagram and TikTok are very visual platforms. It's essential that your posts reflect artful images showing appealing products, packaging, and store displays. Invest in high-quality photography, design eye-catching graphics, and consider incorporating user-generated content into your posts.

By being copiously aware of aesthetics and presenting an Instagrammable appeal, your customers will naturally be attracted to your account and will be more inclined to post about you. Consider who your customer really is and work to create visuals that will appeal to their unique aesthetic.

2. Engage with your audience: Show genuine interest in your customers' social posts, whether they’re related to your brand or not. If you’re a brand that sells to retail stores, be sure to follow their account, and feature them on your feed in stories and regular posts. This will not only educate regional consumers about where they can buy your products, but it will get your retailer’s attention and encourage them to focus on your products when they plan their posts.

Regularly engage with their content by liking, commenting, or reposting and always acknowledge and express gratitude for their support. By actively engaging and fostering a sense of community, you encourage customers to continue posting about your brand and increase the likelihood of their friends and followers doing the same.

3. Repost User-Generated Content: This is sort of the second half of engaging with your audience discussed in #2. Show your appreciation for customers who take the time to post about your brand by engaging with their posts and reposting their content. Respond to their posts with genuine comments, thanks, or compliments. By showcasing user-generated content on your own Instagram feed or stories, you not only make customers feel valued but also create a sense of community. This encourages others to share their experiences in hopes of being featured, thereby amplifying the reach of your brand.

4. Create an Engaging and Shareable Experience: To encourage customers to post about your brand, focus on creating memorable ideas that are worthy of sharing. This can involve playful posts that capitalize on trending music, visuals, captions, and current events. Other ideas include beautifully designed graphic quotes, or educational videos that discuss health, skincare, interior design, or lifestyle.

5. Offer Incentives: Recognizing that people appreciate rewards, you might want to offer incentives to customers who post about your brand. For example, you could provide discounts, exclusive merchandise, or early access to new product launches to those who tag you in their posts or use your dedicated hashtag regularly. The promise of an additional benefit can significantly motivate customers to share their positive experiences with your brand on social media.

6. Create a Compelling Hashtag: Crafting a dedicated and unique hashtag related to your brand, products, or experiences can help customers identify and categorize their content on Instagram. By actively promoting your unique hashtag across various touchpoints, such as on packaging, marketing materials, and social media platforms, you organically encourage customers to incorporate it into their posts - making it easier for us to track and engage with their content.

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