How Brands on Social Media Are Standing Out: 5 Key Takeaways

In the age of AI content, social media trends, and pages that all look the same, businesses on social media are standing out by building a clear identity. They are embracing character-led social media branding. Brands are choosing authentic content over generic sameness.

Brands that stand out want to build and amplify their community engagement. The brands getting attention on social media are beauty brands like Rhode, Rare Beauty, Poppi, and Summer Fridays. Character-led examples like Duolingo’s Duo the Owl are using social media strategy to create community. These brands are showing behind-the-scenes content.

Businesses are teaming up with influencers to make social content feel familiar. Leaning into this allows them to stand out instead of using traditional social media strategies such as advertising.

Below are 5 takeaways on how brands on social media are standing out. Based on these takeaways, you can spot what works. This will help you build on your understanding of social media marketing. You can apply the ideas to campaigns, portfolio projects, and future marketing roles.

1. Shift to Character-Led Content

When you think of the best brand you love, more often than not there is a face/persona associated with it. Rhode has Hailey Bieber. Poppi has Alix Earle. Most recently, Alani Nu is teaming up with Becky G, as they do with countless other influencer collaborations when launching a new flavor.

These personas bring in a new audience while also amplifying love for your favorite brands. When you see a name you recognize collaborating with a brand you love, why not try this new product launch? Adding a face to a product reinforces your audience's desire and makes them want to try this new thing.

Shifting to character-led content allows brands on social media platforms to stand out against competitors. Brands currently standing out have strong social media branding. They are pairing a clear identity with a recognizable brand personality. They are using humor and a conversational tone to form genuine connections.

Ultimately, keep consistent messaging aimed at your target audience. You want to find a face that aligns with your brand and builds trust. Pick a face whose personal page and values align with your brand and social network.

2. Unpolished Authenticity Over High Production

43% of users say brands don't publish original content. We are so connected to social media and can immediately detect when something is dishonest. We are seeing a huge shift in how social media users are interacting with brand posts. Audiences are connecting high-production and heavily edited videos with being inauthentic.

These high-production social media posts are perceived as generic and insincere. Now, yes, we love to see the extravagant and lavish trips and high-production commercials. What the average social media user wants to see even more and engage with is something REAL. We want to see someone we relate to in the comfort of their home being authentically themselves.

Authenticity is becoming the new baseline of trust. Brands on social media platforms that are looking to stand out should be incorporating this form of earned media into their social media strategy. Being genuine will allow you to truly stand out against the competition. Using a mixture of high-production content and raw, authentic content will lead your business to stand out against other brands.

3. Community-First Engagement

Create an online culture for your consumers. Having a space where your community can connect and share their love for your brand is important. Brands on social media are taking advantage of Instagram broadcasting channels to connect with their community and build relationships with their online audiences.

These audience channels are allowing businesses and creators to respond to questions, send photos, voice notes, funny memes, and polls directly to followers via direct message. We see the support in these broadcasting channels and how it creates community. 818 Tequila does a great job of using this powerful tool. 818 Tequila's broadcasting channel named Happy Hour has 12.1k members.

The main objective of this is to drive engagement with your online audience. Whether that is driving your community to a video you have already posted to drive more video views or incentivizing your community to create their own posts, you want to ensure your audience feels included.

4. Hyper-Specific Niche Targeting

Many brands face fears with reaching niche markets. In reality, it is okay to be niche for a moment. If you notice an uptick in certain trends with your brand, why not capitalize on that? Give that the attention it deserves!

For example, Gymshark started as a brand for powerlifting and training. They soon realized they were starting to grow with the running community. They decided to shift their marketing strategy to highlight running-focused content.

To reach this social media audience, Gymshark decided to release more running activewear. In their blog, they highlighted the differences between all the shorts lengths. They explained which shorts lengths are for running, gym, and the hybrid athlete. Instead of leaning on traditional advertising, they decided to educate their customers.

Gymshark is a great example of a company that saw an opening and capitalized on it. Instead of focusing on a core part of their business, they expanded. They saw an opportunity to create more content for runners, a niche market, and went with it. They decided to expand to a growing audience. This decision allowed them to provide a better customer experience and stand out against other brands on social media.

5. Purposeful Creator Collaborations

We love seeing our favorite celebrities teaming up with our favorite brands. What customers relate to even more is someone like us. There is a relatability to micro-influencers that we don't see with our favorite celebrities. Micro-influencers are seen as our friends.

We are seeing social media success when it comes to micro-influencers because of their relatability. 70% of Glossier's sales come from peer referrals. Micro-influencers are our friends, colleagues, and peers. When we see a micro-influencer post on their Instagram account about certain products, we want to know what it is, how it works, and where to get it.

Micro-influencers are shaping the beauty marketing industry. Micro-influencers have a 3x to 5x higher conversion rate at a fraction of the cost. This is due to the fact that people relate more to micro-influencers than to anyone else. When we see video content from micro-influencers, we trust it and see it as educational content want to engage with the video and comment on it.

Key Takeaways 

Brands on social platforms need to stand out. They want their social media channels to be different. The best social media presence you can have is by applying these takeaways.

• Shift to Character-Led Content: Focus on creating a persona. Duolingo's mascot Duo engages audiences with chaotic humor. That's why Duolingo is standing out against the rest!

• Unpolished Authenticity Over High Production: 62% of Gen Z prefers employee-generated content in brand posts. A high percentage of Gen Zers prefer authentic, real content. Authenticity is becoming the new baseline of trust.

• Community-First Engagement: Brands can create loyalty by treating social media as customer service touchpoints. Stand out by creating loyalty with customers.

• Hyper-Specific Niche Targeting: For a brand to stand out, it should focus on what its customers are focusing on. Don't be afraid to be different for a moment and become niche.

• Purposeful Creator Collaborations: Find people who align with you and your brand. Do not be afraid to use micro-influencers who fit your brand. These people are relatable.

If you create content with these tips in mind, your social media platforms and social media campaigns are sure to succeed. Now, when you go out into the social media marketing field, you will know how to stand out!

🪽 Written by Carolin Gonzalez