Building a brand in 2024? Go social First

How to build a brand in 2024? Go social first, contends Marketing Week, a trade magazine. Indeed, once considered a short-term performance tool, social media is now considered a crucial lever for long-term brand construction.

Appeal and engagement

For example, Aldi, a supermarket chain, leveraged its social presence with a witty tone, substantially boosting its visibility from 2.6 million to over 764 million views by 2022, amassing nearly 2 billion impressions in three years, while traditional brands like NatWest, a retail and commercial bank, have also turned to platforms like TikTok to captivate new, younger audiences, showcasing how social media has evolved into a pivotal factor shaping brand appeal and engagement.

Video

The role of video has become predominant thanks to platforms like TikTok and the widespread use of short videos on Instagram, Facebook, and YouTube.

Tom Roach from Jellyfish, a marketing agency, emphasizes how video is fundamental for brand building, ensuring greater attention and a deeper emotional impact than other formats.

86.7% of marketing experts think digital media are more effective than offline media in building a brand

Research from Analytics Partners, a commercial intelligence company, shows that social media, especially videos, significantly contribute to both short and long-term ROI, with the lasting impact of video being twice that of other formats.

Brand building

Marketing experts are also convinced of the effectiveness of digital media in brand building: 86.7% believe that digital media are effective, surpassing the 80.1% who believe the same about offline media.

Confidence in social media as a brand-building tool isn’t just limited to emerging small businesses but also involves large companies, with an incredible 90% consensus among big corporations.

Find out more here.

Photo by ROMAN ODINTSOV

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• Source: https://thisisoliver.co/2023/12/17/building-a-brand-in-2024-go-social-first/