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  • Dee Huynh

10 Ways to Leverage Social Media to Grow A Community

In the dynamic world of digital marketing, social media emerges as a vital tool for building communities and enhancing business growth. For savvy business owners and marketing managers, leveraging social media is crucial in navigating the modern marketplace. This guide offers ten powerful strategies to effectively use social media, aiming to elevate your brand and foster a strong, engaged community.

1. Crafting Compelling Video Content 

Video content reigns supreme in capturing audience attention on social media. Its power lies in its ability to tell stories, convey emotions, and present information in an engaging format. For businesses, this means creating videos that resonate with their audience - be it through educational content, behind-the-scenes glimpses, or entertaining snippets.

A compelling example comes from a small Melbourne café that utilised video storytelling to showcase their artisan coffee-making process. The videos, which highlighted their craftsmanship and the cafe's cozy ambiance, not only attracted local customers but also garnered widespread attention online, significantly boosting their brand recognition.

Tips for Crafting Compelling Video Content:

  • Focus on storytelling: Every video should tell a story that resonates with your audience.

  • Prioritise quality: High-quality visuals and sound make a significant difference.

  • Keep it concise: Social media users prefer shorter, more digestible content.

  • Encourage engagement: End videos with a call-to-action, like asking viewers to share their thoughts or visit your website.

2. Utilising User-Generated Content 

User-generated content (UGC) is a powerful tool for fostering community and authenticity. It involves showcasing content created by your customers, such as reviews, photos, or videos. UGC not only enhances credibility but also provides a platform for customers to feel valued and connected to your brand.

Consider a clothing brand that encouraged its customers to post photos wearing their products. By featuring these photos on their social media, the brand not only showcased real people enjoying their clothing but also created a sense of community among its customers. This strategy led to increased engagement and customer loyalty.

Tips for Utilising User-Generated Content:

  • Encourage sharing: Create campaigns that invite customers to share their experiences with your brand.

  • Showcase diversity: Feature a wide range of customers to appeal to a broader audience.

  • Give credit: Always credit the original creators when sharing their content.

  • Create a hashtag: Develop a unique hashtag for your brand to make it easy to find UGC.

3. Engaging with Audience Through Live Streaming 

Live streaming presents an unparalleled opportunity for real-time engagement. It's a platform where authenticity shines, allowing brands to connect directly with their audience through Q&As, product launches, or just casual conversations.

A noteworthy example is a fitness instructor who started hosting live workout sessions during lockdown. These sessions not only kept their community engaged and active but also attracted new members, expanding their reach beyond the local area.

Tips for Engaging with Audience Through Live Streaming:

  • Plan but be spontaneous: While having a plan is important, live streams thrive on spontaneous interactions.

  • Promote in advance: Announce live sessions beforehand to ensure a good turnout.

  • Interact with viewers: Acknowledge comments and questions to make the session interactive.

  • Follow up: Post highlights or a recap of the live stream for those who missed it.

4. Consistent Brand Messaging Across Platforms 

Consistency in branding across social media platforms is crucial for recognition and reliability. This involves maintaining a uniform tone, style, visual aesthetics, and messaging. A consistent brand message makes your business easily identifiable and reinforces your brand values.

An artisan bakery offers an excellent example of this. They maintain a consistent aesthetic on their social media platforms, using a specific colour palette and tone in their posts that reflect their brand's warmth and authenticity. This consistency has helped them build a strong, recognisable brand.

Tips for Consistent Brand Messaging:

  • Define your brand: Clearly define your brand's voice, tone, and visual style.

  • Create guidelines: Develop brand guidelines and ensure all content aligns with these.

  • Train your team: Make sure everyone managing your social media understands your brand.

  • Audit regularly: Regularly review your social media to ensure consistency.

5. Interactive Content for Enhanced Engagement 

Interactive content like polls, quizzes, and Q&A sessions significantly boosts engagement and provides insights into your audience’s preferences. This type of content is not only entertaining but also encourages active participation from your audience.

For example, a bookshop used interactive polls to let their followers choose the next book for their online book club. This not only increased engagement but also gave the followers a sense of ownership in the club’s activities.

Tips for Interactive Content:

  • Mix it up: Use a variety of interactive content to keep your audience engaged.

  • Make it relevant: Ensure the content is relevant to your brand and audience.

  • Analyse the data: Use the insights gained from interactions to inform your content strategy.

  • Keep it fun: Interactive content should be enjoyable and easy to participate in.

6. Collaborations and Partnerships 

Collaborations and partnerships with influencers or complementary businesses can extend your reach and bring fresh perspectives. It's about finding synergy where both parties can benefit from each other's audience and expertise.

A notable example is a collaboration between a Melbourne-based home décor brand and a popular interior design influencer. The influencer’s showcase of the brand’s products in a home makeover series not only enhanced the brand's visibility but also appealed to the influencer's large follower base.

Tips for Collaborations and Partnerships:

  • Choose wisely: Partner with brands or influencers who share similar values and audience demographics.

  • Set clear goals: Define what each party hopes to achieve from the collaboration.

  • Be transparent: Maintain transparency with your audience about the nature of the partnership.

  • Measure success: Evaluate the collaboration's impact on your brand’s growth and engagement.

7. Utilising Analytics for Targeted Content 

Social media analytics are crucial for understanding your audience's preferences and behaviours. This data helps tailor your content strategy and make informed decisions about what content resonates best with your audience.

For instance, an event planning company used analytics to understand which types of posts their audience engaged with most. They found that posts showcasing past events received more engagement, leading them to focus more on this content type, resulting in increased inquiries and bookings.

Tips for Utilising Analytics:

  • Regularly review: Consistently monitor your social media analytics.

  • Understand the metrics: Focus on metrics that are most relevant to your goals, such as engagement rates, reach, and conversion.

  • Test and learn: Use analytics to test different types of content and learn from the results.

  • Adjust strategy: Be willing to change your content strategy based on the insights from analytics.

8. Regular and Diverse Content Posting 

Regular posting is key to keeping your audience engaged and connected, while content diversity ensures your social media presence remains fresh and interesting. Mixing up your content types – images, videos, blogs, live streams – caters to different audience preferences and keeps your feed dynamic.

A lifestyle brand exemplifies this well by maintaining a balanced mix of product showcases, customer testimonials, behind-the-scenes glimpses, and interactive content. This variety not only keeps their audience engaged but also showcases different aspects of their brand.

Tips for Regular and Diverse Posting:

  • Develop a content calendar: Plan your content in advance to maintain a regular posting schedule.

  • Be responsive to trends: Adapt your content to current trends and events where appropriate.

  • Encourage variety: Experiment with different content types to see what resonates with your audience.

  • Stay true to your brand: Ensure all content aligns with your brand's identity and values.

9. Paid Advertising for Extended Reach 

Paid social media advertising can effectively extend your content's reach to a targeted audience. It’s not just about selling a product or service; it’s about crafting a narrative that resonates with your audience and compels them to engage with your brand.

A tech startup utilised targeted ads to increase awareness of their new app. By targeting specific demographics and interests, they were able to reach a wider yet relevant audience, leading to a significant increase in app downloads and user engagement.

Tips for Paid Advertising:

  • Define your target audience: Be specific about who you want to reach with your ads.

  • Craft compelling narratives: Create ads that tell a story and connect with your audience.

  • Test and optimise: Continuously test different ad formats and messages to see what works best.

  • Monitor ROI: Keep track of your return on investment to ensure your ads are cost-effective.

10. Community Building Through Engagement

Building a community is about more than just broadcasting content; it's about fostering conversations and connections. Engage with your audience by responding to comments, hosting Q&A sessions, and actively participating in discussions. This approach not only builds a loyal following but also transforms your audience into brand advocates.

A community-oriented approach was successfully implemented by a gourmet food brand. They regularly engaged with their followers by responding to comments, sharing customer stories, and hosting online cooking sessions. This not only built a strong community but also significantly boosted their customer loyalty and brand reputation.

Tips for Community Building:

  • Be active: Regularly engage with your audience through comments and direct messages.

  • Host events: Organise online events or Q&A sessions to interact with your community.

  • Show appreciation: Acknowledge and reward your most active followers.

  • Listen and adapt: Use feedback from your community to improve your products and services.

Leveraging social media effectively requires a blend of strategic content creation, community engagement, and brand consistency. By implementing these strategies, you can transform your social media presence into a thriving hub for your community and a catalyst for business growth. 

For those seeking expert assistance in video production and social media management, ONIX Productions offers bespoke services tailored to elevate your brand's digital presence. Reach out to us to explore how we can partner in your journey to social media success.



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