How to Build a Social Media Following From Scratch

Everyone agrees that a strong social media presence is essential for businesses of all sizes. But building a social media following from scratch can be a daunting task, even for an expert social media agency like us. While it may take time and effort, it is a crucial step toward expanding your brand’s reach and engaging with your target audience. Here are some effective strategies that can help you build a social media following from the ground up.

Define Your Target Audience

Before you start posting content, it is essential to identify your target audience. Who are your ideal customers? What are their interests, preferences, and pain points? 

If you are a fitness apparel brand, for example, your target audience might include fitness enthusiasts, athletes, or individuals looking to adopt a healthier lifestyle. And understanding your audience will enable you to tailor your content to their needs and preferences.

Choose the Right Platforms

Not all social media platforms are created equal. Each has its unique user base and content format. Research and select the platforms that align with your target audience and business goals.

This means that if your business focuses on visually appealing products, platforms like Instagram or Pinterest might be more suitable. But if you provide B2B services, LinkedIn could be a better choice.

Create High-Quality Content

Content is king on social media. Invest time in creating high-quality, engaging content that resonates with your audience. This could include informative articles, eye-catching visuals, videos, or infographics.

If you run a food blog, for instance, sharing well-photographed recipes with detailed instructions can attract food enthusiasts for your business. 

Be Consistent

Consistency is key to growing your social media following. Develop a content calendar and stick to a posting schedule. Regular and predictable content keeps your audience engaged and informed.

So, let’s say you are a travel blogger. You can’t win over your audience unless you are constantly putting out content. Only consistently sharing travel stories, tips, and photos will keep your followers coming back for more. So, focus on being regular!

Interact and Engage

If you own a tech startup, actively participating in discussions about industry trends on platforms like Twitter can actually help you connect with potential customers and industry peers.

So, engage with your audience by responding to comments, messages, and mentions. And encourage discussions and ask questions to foster a sense of community around your brand.

Use Hashtags Strategically

Hashtags can expand the reach of your posts by making them discoverable to a broader audience. Research and use relevant and trending hashtags in your posts.

If you are a beauty influencer, for instance, using popular beauty-related hashtags like #MakeupTutorial or #SkincareTips can help you expose your content to a larger beauty community in order to increase your brand visibility.

Collaborate and Cross-Promote

Let’s say you own a pet grooming business. Collaborating with pet supply stores for giveaways or promotions can help you reach pet owners interested in your services. It is that simple!

Partnering with influencers, complementary brands, or industry experts can indeed introduce your profile to new followers as cross-promotion can be mutually beneficial for increasing visibility.

Analyse and Adapt

Regularly review your social media analytics to understand what’s working and what’s not. Adjust your strategy based on data insights to optimise your content and engagement.

For example, if you are an eCommerce retailer, analysing which product posts receive the most engagement can guide your future content creation.

Promote Your Social Media

Don’t forget to promote your social media profiles on your website, email signature, and other marketing materials. Encouraging your existing customers and contacts to follow you is the most effective way to increase your following.

So, if you run a consultancy, for instance, include social media icons with links in your email signature to encourage professional connections to follow your LinkedIn.

Be Patient and Persistent

Building a substantial social media following takes time. Don’t get discouraged by slow initial progress. Stay persistent, and your efforts will pay off as your following grows.

Even if you are a small art studio, consistently sharing your artwork and engaging with your audience can gradually build a loyal following of art enthusiasts.

Craft a Unique Brand Voice

To stand out in the crowded social media landscape, it is crucial to have a unique brand voice. Your brand voice should reflect your business’s personality, values, and mission. 

Are you humorous, informative, inspirational, or authoritative? Define your voice and consistently use it in your content. Simply put, if your brand is known for its humour, infuse witty captions and playful language into your posts to captivate your audience.

Storytelling Matters

Compelling storytelling can capture the attention of your audience and make your content more memorable. Share the story of your brand’s journey, customer success stories, or behind-the-scenes glimpses of your business. Narratives create an emotional connection with your followers.

So, if you run an eco-friendly fashion brand, sharing stories about your sustainable sourcing practices and the positive impact your business has on the environment can help you do wonders for your social media following.

Host Live Events

Live streaming on platforms like Facebook Live, Instagram Live, or YouTube Live offers a unique opportunity to engage with your audience in real-time. You can host live Q&A sessions, product launches, tutorials, or behind-the-scenes tours. Live events create a sense of urgency and encourage active participation.

Suppose you operate a cooking school. You can host live cooking classes where viewers can ask questions and interact with the chef in real-time. This type of engagment can have a significantly positive impact on your online presence.

User-Generated Content Campaigns

Encourage your customers to create content related to your products or services. 

This means that if you have a fitness equipment business, you can consider launching a UGC campaign asking customers to share their workout routines using your products, accompanied by a dedicated hashtag like #FitterTogether.

User-generated content (UGC) not only serves as authentic testimonials but also expands your reach as users share their content with their networks. So, focus on creating branded hashtags (also known as brand properties) to collect and showcase UGC.

Run Contests with Prizes

Contests and giveaways are effective at generating excitement and engagement. Encourage users to participate by offering prizes such as your products, exclusive discounts, or even experiences. 

So, a travel agency can organise a photo contest where participants can submit their travel photos for a chance to win a free weekend getaway.

But above all, ensure that participants must follow your social media accounts and tag friends to enter.

Leverage Influencer Marketing

Identify influencers in your industry or niche who resonate with your brand. Collaborate with them to create content that promotes your products or services. Influencers can introduce your brand to their followers, increasing your credibility and reach.

Skincare brands often partner with beauty influencers to review and recommend their products to the dedicated beauty-loving audience of their influencer partners. You could do it too!

Embrace Emerging Trends

Stay updated with the latest social media trends and features. Platforms like Instagram, TikTok, and Snapchat are continually evolving. Experiment with new formats, such as Stories, Reels, or Fleets, to keep your content fresh and engaging.

TikTok’s short-form video content, for example, has become immensely popular. So you can create entertaining and informative TikTok videos that align with your brand’s messaging.

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Invest in Social Media Advertising

While organic growth is valuable, consider investing in social media advertising. Platforms offer a range of targeting options to reach specific demographics. 

For instance, Facebook’s ad targeting allows you to reach users based on their interests, behaviours, and demographics, ensuring your content reaches the right audience.

So, allocate a portion of your marketing budget to boost posts, run targeted ads, or promote your account to gain eyeballs and followers for your brand. 

Building a social media following from scratch requires a well-thought-out strategy, dedication, and patience. By defining your audience, creating compelling content, and consistently engaging with your community, you can steadily grow your social media following and harness the power of digital marketing to benefit your business. Remember, Rome wasn’t built in a day, and neither is a thriving social media presence. So, keep working to get the results.