How Brand Awareness Increases Purchasing on Social Media
The underlying purpose of the internet has not changed at all. Today, many users of the internet and social media continue to share information and make connections. The platform in the past has now evolved with the advances in digital technology, becoming a vital tool for businesses. In fact, according to a survey hosted by Sprout Social, 65% out of 1,000 US consumers have participated in purchasing goods and services directly through social media. As the survey also shows, 80% are more likely to buy from brands they are familiar with in social media, expressing great encouragement for brand awareness.
Familiar Brands
It is a given that the survey results for “buying from a familiar brand” will be in the majority. Since the consumers have already made a previous purchase and received satisfactory results, they will continue to shop there due to the trust they have for the brand. In most cases, a familiar brand gives a consumer peace of mind from worrying about the quality, the shipping, or any other possible issues that could derive from the purchase. They will continue to be loyal until they undergo a negative experience. In other situations, a consumer purchases from a recognizable brand for a number of reasons. They either want to make an impression on other people, to feel included in a group, or perhaps to shop for the quality.
All in all, each time a consumer purchases from the same brand, their impression and familiarity of the brand becomes more positive each time. Therefore, the probability that consumers can recognize a brand and its goods and services through brand awareness, follows with an increase in purchases.
Advertisements
Another way for businesses to increase their brand awareness on social media is through advertisements or paid media. Whether it may be in-feed ads, story ads, or ads on the discovery page, consumers are responsive to advertisements that are catered towards them based on their algorithm. As such, if a business wants to get noticed and increase their ROI (Return on Investment), they will need to create a hybrid paid and organic advertisement strategy to increase their brand discoverability.
It is also important for a business to market a unique feature of their brand to stand out from the other competitors and increase their purchases. This can lead to a multitude of options. A business can promote its unique product or service to the market and start an advertising campaign around it. They can also redesign a unique feature into their logo or digital image. Other businesses have also created unique signatures and personalities to attract their targeted audience. For some guidance on how to market a unique feature of a brand, it pays to consult with a digital marketing agency like Bright Age. This extra step could possibly take a business further and help the audience recognize the brand more easily.
Collaborations
Since influencers have a strong relationship with their audiences and community, it is highly encouraged for businesses to collaborate with these creators. It is similar to how consumers will continue to buy products and services from familiar brands. Consumers who have a level of trust with an influencer they follow will listen to the words of the creator. This is also known as word-of-mouth marketing strategy, and for influencer marketing, it works like a charm.
At the very least, the consumer will now be aware of and know the brand. That is what most businesses want to achieve at the minimum level: to be on the radar of new possible consumers. Though a purchase from these new consumers may not be guaranteed, brand awareness will be. The more the brand is discoverable and recognizable, the more familiar consumers will be seeing and hearing its name. This will eventually lead to a higher probability of a consumer buying from the brand.
Brand awareness, evidently, is the key to unlocking these purchases on social media. With over 4 billion (and counting) people online, businesses should take the opportunity to join the competitive market now and build their awareness if they haven’t yet. If some assistance is needed, request a consultation with Bright Age today, and you will fall in the good hands of our digital marketers, designers, and advertisers.
