As a brand, social media can sometimes feel like you’re shouting into the void hoping for…anything. Today’s students grew up with social media and are savvy at identifying posts that are purely advertorial; they can identify the authenticity of a post instantly, so the way you market your brand and talk to your audience is essential. You don’t want to come across like a parent trying to learn the lingo but, you also don’t want to be so ‘relatable’ that users forget you’re a brand selling a great product either.
So, how do you get students to listen to you on social media?
A successful brand on social media has a strong social style and brand identity that helps them become familiar to students and create a persona that differentiates them from other brands. Being familiar amongst the student demographic is important to form a trusting connection where students feel more open to being honest and interact with your posts.
Before you can decide what to post or even your tone of voice in said posts, you need to identify your audience and what they like before you consider what you would like to write about. “The customer is always right” applies in this situation; give your audience what they want before pushing what you want them to see. What type of content does your audience want to see, watch and read?
Students are very intuitive, if they feel you are underestimating them or patronising them in any way in your posts then they will not respond well to your brand and this may damage your brand reputation in the long run.
Students want to hear a real, honest opinion from a voice they trust who cares about the things that they care about. The main example of this is that students are one of the more ‘green’ demographics; they care about the environment and the world around them. Think about this when connecting with them and try to incorporate it into your brand.
There is no one-size-fits-all approach on how to speak to students on social media or how to get them to listen. Your brand’s online persona will completely depend on your individual business, what products or services you offer as well as the audience you are targeting. Look at brands similar to yours and see what is working for them; are they very casual and talk to their audience like they’re best mates or do they rely on humour to get their point across.
A crucial part of planning your social media messaging lies all in the platform you choose. Each channel requires a different strategy as each channel has a different type of audience. You won’t talk to your Facebook followers the same way you talk to your Snapchat followers, would you? Facebook can continue to show you the same posts days after they’ve been posted whereas with Snapchat there is more FOMO (fear of missing out) about brand messaging.
Consider the type of content you are sharing on each platform too and which works best on each platform. Videos are currently thriving on Facebook and often are ranked higher in the news feed that plain text posts, by making a short branded video that appeals to students may give you a greater visibility.
The most important thing really is to have fun and enjoy what you post, if you don’t enjoy it then it’s highly doubtful your audience will either.
Want to tap into the student market and get your brand heard amongst the crowds? Get in touch with British American Group on 0121 616 2211 or drop us an email at firstname.lastname@example.org to discuss which option is best for you.