The digital landscape never stops evolving and, over time, brand loyalty has shifted from its traditional definition. Social media has had a massive impact on brand loyalty and what it means to be loyal to a business.
It’s incredibly valuable for marketers to have an understanding of brand loyalty within the social media world, to know how to leverage these platforms for meaningful engagement with their audience and foster a sense of community. Let’s explore a few ways you can build brand loyalty on social media.
What Is Brand Loyalty?
In the past, loyalty was predominantly a result of being satisfied with a product or service. Now, it’s intricately intertwined with how a brand is perceived online, how they build their community on social media, and how they interact with their customers. That isn’t to say that product quality and customer service don’t still play pivotal roles in brand loyalty (they definitely do!) It’s just that social media has made the concept more complex.
Brands have become their own entities online and have their own personalities, and consumers now have higher expectations of how a company will interact with them. Social media has made it easier than ever for individuals to interact with brands, and positive interactions can really amplify brand loyalty whilst negative ones can quickly damage it. So, how can you work towards building brand loyalty on social media?
1. Find Your Brand Voice
Establishing a brand voice isn’t just about what you say; it’s about how you say it, the emotions you evoke, and the connections you make. Your brand’s voice should be an expression of its personality. Is your brand playful or professional? Casual or formal? Define these attributes and consider your brand values, goals and target audience, then use this knowledge to shape your brand’s voice. Continue the same tone of voice on all social media platforms, as consistency is the key to building trust and recognition online.
Whether you’re interacting with your audience in the comments on Instagram or posting on Facebook, ensure that you’re using a consistent tone of voice. In the same way you may recognise a text from your best friend based on the tone of voice and way of communicating, your audience will start to recognise a post from your brand when they read it. Consistency fosters familiarity, and familiarity fosters trust (and in turn, brand loyalty).
2. Encourage Testimonials & Feedback
We all know that social media has changed the face of customer service. Feedback is instant and (very) public, which can be positive or negative. Being responsive is essential in this day and age. In fact, a study found that 72% of millennials said they would be more loyal to a brand that responded to them. Embrace all feedback from your audience and use it as an opportunity to learn, improve, and demonstrate your brand’s commitment to their customers. When a customer leaves you a positive review, don’t keep it to yourself! Share testimonials on your social media accounts (with their permission), to help reinforce your existing customers’ trust and brand loyalty. This is a form of social proof, showing potential consumers that people already use and love your brand. People trust people, afterall. They’re more likely to believe positive words from another customer rather than from your brand itself.
Not all feedback will be positive and we know that receiving negative reviews as a small business can feel really personal. Although reading poor feedback can be hurtful at times, it’s important to take it on board and respond professionally. Even negative reviews have the potential to be helpful, as they can give your brand the perfect opportunity to learn from past mistakes and show that you’re happy to resolve issues. If you see someone tagging your brand on social media with a complaint, respond and ask them to send you a direct message so you can work to straighten out the problem. Use these situations as an opportunity to demonstrate how seriously you take complaints and how you value constructive criticism.
3. Share User-Generated Content
Another form of social proof that is fantastic for building brand loyalty is sharing user-generated content, often referred to as UGC. UGC includes photos, videos and other content which has been created by your consumers. Sharing UGC builds trust because, once again, people trust people! This content has been created by customers rather than the brand itself, making it inherently more trustworthy to social media users.
Encourage users to create content and share photos by tagging your brand on social media and using a branded hashtag, to make it easier to find UGC and share it on your profiles. The more your brand shares UGC, the more likely customers are to keep creating it as they’ll like the idea of their content being seen by all of your followers. It creates a sense of community and collaboration between your brand and your customer-base, which is a great stepping-stone towards building brand loyalty.
4. Be Honest & Authentic
Customers are more likely to support brands that share their values and are transparent about the way they operate. Sharing these fundamental beliefs and principles on social media can help build relationships with the people who hold similar beliefs. Stand up for what you believe in as a brand. However, it’s crucial that you’re always authentic and not just saying what you think your customers want to hear. Social media users are discerning – they’ll know if you’re not being genuine.
Authenticity on social media is crucial. This means being true to who you are and valuing transparency. Share your successes as well as your struggles as a brand and don’t be scared to be vulnerable. While aesthetics will help attract attention on social media, it’s authenticity that builds connection and trust. It can be the difference between someone scrolling past your content and someone taking a moment to engage as it resonates with them. It can encourage more meaningful conversations and make your audience feel welcome to share their own experiences, fostering a sense of community and building that all-important brand loyalty.
Build Your Brand With Victress
Here’s to building brand loyalty and a wonderful sense of community between your brand and your customer base, and embracing every opportunity that social media offers to connect businesses and their audiences. If your brand is struggling to find its voice on social media, book your free 30 minute consultation with one of our team to explore how you can harness success on social media.
