According to recent studies, 2.6 billion people will be using social media by the end of 2018. Companies wanting to connect with their target audience must, therefore, try to separate themselves from their rivals on their chosen networks. It means providing a more personalised approach to social media campaigns, so they can increase brand awareness and improve their conversion rate.

Smartphone in hand

However, you must do so much more than strive to boost your followers. You need to focus on marketing to the right audience via the right channels. Learn how to use social media to increase your brand awareness in 2018.

Pick the Best Social Media Networks

Not all social media platforms work the same way. What works on one channel might not necessarily work on another. It’s therefore vital that you focus your time and energy into developing campaigns for the right networks.
First, you will need to identify the social networks your target audience primarily uses, and discover if it is the right marketing channel for your brand. You’ll also need to find if there is potential to boost your brand awareness considerably. By doing so, you can narrow down your choices to deliver social strategies that engage your target market.

As most demographics are on Facebook, it is important to build an online presence on this social media channel. Also, utilise the strengths of other social channels. For example, Twitter is ideal for starting conversations with a tech-savvy audience; while LinkedIn is often the best channel for B2B businesses hoping to connect with other companies, influencers, or employees. Pinterest and Instagram can also be powerful platforms for businesses hoping to improve sales with high-quality photos, such as photography or craft companies.

Create a Tone of Voice

The tone of voice you use on social media can determine the engagement. The more unique and friendly your voice, the more likely it will be that you capture users’ attention. Always use language and images that reflect your branding and use this voice to encourage users to perform an action on each post, such as visiting your website, sharing your content or liking your status. Once you have found a voice that connects with your audience, stick with it.

Run a Paid Social Media Advertisement

Advertising Board
Building a following on social media is no easy feat, especially when you are competing against many rivals within your industry. Organically reaching your demographic might seem almost impossible. That’s why you should seriously consider paid social media advertising, which can substantially increase your brand awareness on the likes of Facebook, Instagram, and Twitter.

The paid promotion can vastly improve your reach to many users, who will engage with your brand, visit your website, and potentially invest in your products or services. You must utilise the paid platform’s targeting features to ensure you reach your target customers. You can learn more about online advertising at

Share Interesting Content

Content marketing and social media should be inseparable when increasing your brand awareness online. Aim to publish easy-to-read, relevant, and shareable content, which should also establish your company as an expert in a niche.
However, you will need more than well-written copy to increase your readership, as every good article should be supported by interactive, visually appealing content, such as high-quality images, professional videos, funny memes and gifs, or simple infographics. These will grab your followers’ attention and maintain their interest throughout the article, and this means they will be more likely to engage with your future posts. You should also learn more about ephemeral content on Instagram, Facebook, and Snapchat to increase engagement and encourage them to act faster.

Create Cohesive Visuals

Make all your posts look like pieces of your brand’s puzzle by creating a visual style, which will each reflect your branding. Focus on using the same fonts, colours, filters, and your logo in every post you publish on social media, which can help you create a visual identity that will easily grab your followers’ attention when scrolling through their feed.

Host a Giveaway

Brands wanting to gain new followers should host a unique giveaway, which will attract your customer base. Offer a free product or service and encourage followers to like and share the post to be in with a chance to win, which can increase the contest’s reach further. However, ensure you read the social media platform’s terms and conditions before hosting a contest, so you don’t break the rules. As a result, you could develop a large and loyal following that can help you compete alongside your rivals.

Utilise Insights

Social media platforms offer analytical insights into how their ads are performing on the channel. Routinely reviewing this data can help you identify which ads are or aren’t working, so you can adapt your strategy. By studying how and when people engage with your posts, and the actions they perform, you can create targeted social media posts that connect with the correct customers at the perfect time. By doing so, you’ll never miss an opportunity to increase your brand awareness.

Be a Valuable Source

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People don’t want to engage with self-serving companies that only publish promotional ads. They are looking for valuable content that triggers an emotion, ignite a passion, or help them to learn something new. If you want to develop a popular brand, you must make your social feeds irresistible. Give people a reason to follow you by providing valuable content – and avoid endless streams of sales ads. If you do, they’ll be more likely to share your content.


Every brand’s experience with social media is different, as there is no perfect strategy for boosting your awareness online. You simply need to try different tactics, take risks and be willing to dedicate both time and effort into engaging with users. You must also adapt and evolve with ever-changing social media networks, so you can continually connect with existing and prospective followers.

Do you have a top social media tip to share to increase brand awareness and conversions? Write a comment below.