For virtually any modern brand, regardless of their industry, a digital presence is critical. B2C brands need to engage with consumers on digital platforms, while B2B companies can use these same platforms to position themselves as thought-leaders. Brands without an active Twitter or Instagram are effectively invisible. These platforms are the fastest, easiest ways to communicate with a target audience.
But new brands often struggle with building this presence. Either they can’t parse exactly the kinds of content their audience experts, or they simply give up when they don’t see immediate results. Social media growth is a slow-burn: pages must be constantly cultivated, monitored, and grown. This is the case even for larger brands with a “built-in” presence.
What Exactly is a “Digital Presence?”
his term refers to having active, easily identifiable social media accounts. While “social media” itself is a broad term, typically it references a handful of major platforms: Facebook, Instagram, Twitter, LinkedIn, and TikTok. These platforms are all very different from one another. While there is overlap, the user base and ideal content are drastically different. A short, viral-ready video would perform well on the teen-oriented TikTok but not on the business-minded LinkedIn, for example. Understanding the needs of each audience as it relates to these platforms is a key component of building a digital footprint.
Twitter is primarily text-based, and its self-imposed 140 character limited means short, punchy sentences are ideal. Twitter can host image and video content, but users expect interactivity beyond anything else. Brands should interact with users, celebrities, and other brands.
Instagram is primarily image and video focused. While there is space for captions, users may scroll past it. Bright, bold, eye-catching imagery is what works on this platform.
Facebook is currently doing very well with long-form video content. While video content can perform well on Instagram, brands should make it the primary focus here.
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