How Social Media Can Transform Your App Branding

Social media has become essential in crafting a brand image for companies. Businesses need to actively foster a unique and creative voice for their consumers to engage with on platforms like Facebook, Twitter, LinkedIn, and Instagram.

As the app industry continues to become more competitive, social media can be the distinctive component to your brand image.

Social media provides space for businesses to demonstrate their brand in an active and engaging environment. The ability for consumers to speak directly to a business builds stronger customer relationships and loyalty.

As apps are already located on personal devices, apps should be an active connection to a consumer. If your company can create an app that is critical to a user’s lifestyle, then your business has a greater chance of monetizing its app.

Branding plays an integral role in making your app a success as people download content from brands they trust. As such, 34% of businesses primarily focus their app marketing efforts on social media. If your company invests in brand-building through social media, then your app will increase in customer retention and daily active users.

Targeting Your Audience

With over 2.2 billion monthly active users on Facebook and 800 million users on Instagram, your company has the chance to reach a high volume market. Still, sometimes the number of users can be overwhelmingly, especially with the large number of competitors online.

Today, there are more than 50 million small businesses on Facebook, which means the race to engage visitors is critical to success. Still, businesses that focus on a specific user base have more success than those that try to appeal to everyone online.

Considering most people only use nine apps a day, the need to provide a valuable service is essential to convince users to keep your app. Most users have different needs, which means your company should advertise a specific feature that will capture your ideal user’s attention.

For example, Lowe’s, the home improvement and appliance store, is known for creating innovative social media campaigns for its app. Lowes creates stop-motion videos that demonstrate people fixing their homes with Lowe’s products. These videos capture attention because of their distinct style and valuable information.

Lowe’s targets a specific user base who is working on improving their homes and need tools to complete their project. Lowe’s does not try to engage everyone online, but caters its message to users who are in the midst of completing a DIY venture.

The tailored marketing allows potential consumers to feel as though the company understands their individual needs and can fix their problems.

Lowe’s app then answers the consumer issue as the app provides a streamlined service model where users can easily buy products on their phones.

Targeting a certain consumer-base on social media makes your marketing feel more personal and valuable to users looking for new solutions. Further, it associates your brand with a type of app or product that makes your brand easy to identify.

Creating a Unique Brand Voice on Social Media

Social media represents a great opportunity to create a recognizable brand voice to advertise your app.

Your brand should have a certain effect when speaking to a user-base. As your company speaks directly to customers, it can humanize the brand by having a distinct style and tone to its posts.

The brand’s app should also mirror your company’s voice as users will subconsciously associate the app with their company interactions. As well, keeping the same voice across all interactive platforms builds a more comprehensive user experience.

An example of a company with a great and unique brand voice on social media is Netflix. The content business engages with users actively, including slang phrases and media lingo throughout its posts to best relate to consumers. Knowing its main audience are television and film lovers, Netflix integrates media-centric information into its messages, making the brand seem like the users’ best friend:

Netflix implements sarcasm to connect with an audience. Far from finding the above message insulting, 33,947 users retweeted it, maximizing the tweet’s reach.

Create a distinct brand voice to advertise your app on social media. The unique engagement will increase followers and downloads.

Make Your App’s Social Media Experience Valuable

App businesses need to implement a social media campaign with a defined purpose. Although your brand voice can be fun and sarcastic, your posts also need to actively promote content and give valuable information to users.

Every post should offer either a reminder about offered services or new updates about the app. Social media can be a great tool to develop relationships, but also needs to function as a business channel.

Further, social media can act as a news source for important information in your industry. For example, Airbnb makes a habit of posting articles that relate to travel and current events. These updates continue to shape Airbnb’s brand as the go-to resource for housing and travel plans.

Airbnb’s social media acts as a knowledge center for travel information, which promotes the validity of the company’s app and brand.

Make sure your company offers valuable insight into either your app’s services or industry. As people begin to rely on your social media for updates, the more users will depend on your app.

Each post should advocate for your business’s product and services. If your company can make its promotional efforts entertaining and helpful, the more likely users will engage with the brand.

Make Social Media Essential in Your App Marketing Efforts

Social media plays an important role in growing your company’s brand and advertising its app. Most people use social media as an opportunity to interact with their favorite companies and share how they’ve used certain products.

Curate a brand voice that can distinguish your company from the competition and make your app unique in a crowded market.

Finally, make your social media content engaging and useful. If a user can laugh at a post while also learning about your app, then the chance of a user downloading your app grows.

Emily Clark
Guest Contributor, Clutch

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Posted on November 1, 2018 in Marketing

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