Why Focusing on Unique and Authentic Online Engagement is a Winning Marketing Strategy
There is so much content on Instagram and it can be hard for brands and creators to stand out with all the noise. Being successful on the platform is about more than just posting regularly. It’s about creativity and having a deep understanding of your audience. In this article, we’ll take a look at how brands and creators can find their niche and own it.
Niche is More than a Topic
In the world of content creation, niche is often defined as a specific topic or sub topic that your content is about. You’ll hear things like the more hyper-specific you are, the more successful you’ll be online. This is because your niche helps the algorithm categorize your account and push your content out to the right people. And there is value in that.
But niche is about more than having a topic that your content is about. It’s about finding your unique voice. What sets you apart from others in your field or industry? Your unique perspective, skills, style, or products should be the center of your strategy.
You also want to have an understanding of your competitors by identifying gaps you can fill. When you combine this competitive knowledge with a deep understanding of your audience and what makes you unique, this allows you to tailor your content to resonate more with your target audience.
Uniqueness and Authenticity Make an Unforgettable Combination!
So we’ve established that niche is really about showcasing what makes you or your brand unique. To own it, you have to be authentic online. A unique and authentic social media strategy prioritizes personality, human connection, and value-driven engagement over sterile, corporate self-promotion.
Here’s how these benefits of combining uniqueness and authenticity make for a winning marketing strategy.
1 | Humanize Your Brand
Being authentic can come naturally for a content creator as your personality really drives your content. For businesses, this can be a little harder. Whether you are a content creator or a brand, here are some ways you can humanize your content:
- Share unpolished, behind-the-scenes content of you, your team, your workspace, and everyday operations using a smartphone.
- Highlight employee voices by letting staff members share offbeat or expert content that adds unique character to your posts. For large content creators with a team behind you, showcase your team when it makes sense.
- Be transparent by owning up to challenges, showing how you make your products, and discussing daily hurdles you encounter. Don’t use corporate jargon.
2 | Focus on Value
Value drives engagement and creates a community around your brand. So share content that your audience will find value in by focusing on a mix of education and entertainment. Follow the 80/20 rule, with 80% of your content dedicated to entertaining and helping or teaching your audience something useful while leaving the other 20% to direct brand promotion. This 80/20 mix not only allows you to share valuable posts, but also prioritizes community by focusing on common interests, rather than being a stream of advertisements and promotion.
3 | Embrace Distinct Personality and Culture
Gone are the days of overly polished and curated Instagram feeds. Instead, embrace your distinct personality and ditch the polished content. Focus on your unique voicing, such as humor, rather than generic marketing. Staying culturally fluent can also help you to react quickly to online trends. This will allow you to naturally adapt them to fit with your niche or industry.
4 | Prioritize Engaging with Followers
Remember, social media platforms are a two-way street. Brands and creators shouldn’t just be talking at people, but talking to and with them. Prioritize real conversations by replying to comments on your posts. You can also ask your followers to engage with you in your initial post by asking your followers a question or for their thoughts on a topic. This builds community and real trust.
Another way to engage with followers online is to leverage user-generated content (UGC). Encourage customers to share their experiences, how they use their product, or to participate in challenges. This turns your audience into active contributors, reaching new audiences with powerful word-of-mouth campaigning that is just as unique as your own brand’s content and voicing, adding to the authentic feel of your brand.
Key Takeaways
Finding your niche and owning it on Instagram takes a little work, but the benefits make it a winning marketing strategy! Your niche is more than a topic; it’s what makes your brand unique and helps you stand out online. Then, you own it by being authentic online, sharing the unpolished look behind the scenes, keeping up with the culture, and by prioritizing authentic conversations and engagement with followers.
Need help developing your brand’s niche and owning it online? Tintero Creative believes in helping brands tell their unique story in a way that makes you stand out while also following marketing best practices. Let us help you improve your online presence. Schedule a consultation call today to learn more!