Thanks to our e-commerce specialty in beauty & personal care, fashion & luxury and health category, we had the opportunities to work with well-known European brands. Over the years of working with them, we discovered that niche brands have the most potential to carve out a unique space for themselves. If they do social media marketing strategically and creatively. In this blog post, we will share 5 top secrets accumulated over 6 years that helped niche brands thrive on social media and engage their target audience effectively.
1. Portray account identity before publishing the first post
Before publishing the first post, we always sit down with our clients for hours to portray the account identity. Creating a cohesive and consistent account identity is crucial for niche brands’ overcomes on social media. Consider the tone, style, and storytelling that align with the brand's values and resonate with the brand’s target audience. By establishing a clear account identity from the beginning, brands cultivate recognition and build loyalty among their followers steadily.
2. Have a variety of post types based on brand category and account identity
To captivate your audience, it's essential to diversify your content. Develop a range of post types that align with the brand’s category and the account’s identity. Post types include informative articles, engaging videos, captivating images, or thought-provoking infographics. Experiment with different formats to keep your audience engaged and tailor your content to suit their preferences. A good combination of post types that suit the brand category and account identity leads to the best engagement rate.
3. Experiment with different publication time slots
Timing is everything when it comes to social media marketing. Analyse target audience's online behavior and identify the optimal time slots for publishing posts. Experiment with different publication times and days to determine when the target audience is most active and responsive. For example, niche brands in the beauty category lead to more engagement during lunch breaks and dinner times. By strategically scheduling publication, brands maximise their reach and ensure that their content is seen by the right people at the right time.
4. Follow and interact with other brands on social media
Building a strong network within other niche brands is the key to expanding a brand’s reach and connecting with its target audience. Take some time to follow and interact with similar accounts in the category. Engage with their content by leaving thoughtful comments, liking their posts, and sharing valuable insights. This interaction not only helps brands establish relationships with category peers but also exposes their brands to other existing audiences. Collaboration opportunities and cross-promotion may arise from these connections, enabling brands to tap into a wider network of potential customers.
5. Create a media library that represents the brand and aligns with the account identity
Consistency in visual branding is essential for niche brands on social media. Create a media library that aligns with brands’ account identity and storytelling. Curate high-quality images, videos, and graphics that reflect the brand's unique style and resonate with the target audience. This media library will serve as a valuable resource for social media content creation, ensuring that all visuals are cohesive and relevant. Emoji and tokens designed by the social media platform should be taken into account to increase visibility of brands’ posts.
For niche brands that want to use social media platforms as a bridge to reach their target consumers should, these five tips can serve as a compass to navigate the digital landscape. By deciding the account identity, diversifying the content format, strategically publishing the posts, engaging with similar accounts, and curating a media library aligned with the brand, niche brands can maximise their audience on social media.