Social media is the cornerstone of user-generated content (UGC) creation and brand validation. It’s where outreach happens and where your brand earns credibility. Before you can attract influencers, it’s essential to establish a strong, active presence on social platforms. While affiliates and PR hits may originate directly from your website, most influencers continue to create and share content on social media—making it a critical focus for your brand.
The Importance of a Strong Social Media Presence
Successful brands invest in social media because they understand its pivotal role in brand growth. Without a robust social presence, creating a thriving influencer program is nearly impossible.
Optimized Social Profiles: Your platforms must be active and visually appealing. Start with Instagram and Facebook based on your target audience's demographics.
Audience Connection: Within these initial posts, each avatar (your ideal customer profiles) should feel a connection within “three swipes”, whether through storytelling, visuals, or product representation.
Social Media as a Validation Tool
Organic social media’s reach is limited compared to paid strategies. However, it plays a crucial role in validating your brand. Most consumers visit your social channels after encountering your brand elsewhere, such as through influencer campaigns or paid ads. They aren’t waiting for your next post—they’re checking to see if your brand feels credible and aligned with their values.
Using Social Media Relationships to Validate Your Brand
Your social team’s primary focus should be building relationships and curating UGC, which are key to:
Legitimizing Your Brand: Partnerships with influencers, ambassadors, and other collaborators lend credibility.
Driving Buzz: Influencer campaigns can create significant spikes in visibility, but their impact diminishes without ongoing strategic utilization of their content.
Strategic Integration of Social Media Content
Social media is a form of earned media and often does not generate direct, trackable revenue on its own. However, by integrating social content into your broader marketing strategy, you can maximize its impact:
Leverage UGC Across Channels: Use UGC and social media assets in paid ads, email campaigns, and other marketing materials to amplify their reach.
Timely Content Deployment: Ensure a marketing strategist oversees the incorporation of social assets into your campaigns to maintain alignment and momentum.
Focus on Relationships: Let your social team prioritize building authentic relationships and cultivating UGC while others handle broader content distribution.
Key Takeaway
A successful social media strategy is more than just posting content. It involves building relationships, creating UGC, and integrating these assets into your overall marketing efforts. By doing so, you’ll create a thriving ecosystem that supports your brand’s growth and validates its place in the market.