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Brand Messaging: Social Media

Acorns
February 23, 2023

The Magical Cadence

Abstract:

Social media has become an integral part of any brand's marketing strategy. However, with so many different platforms and trends to keep up with, it can take time to know the right approach for messaging. In this post, we propose a messaging cadence that balances storytelling, virality optimization, and calls to action to create a consistent and effective social media message. Messaging that not only resonates with and pleases a brand audience, but also drives authentic and sustainable growth.

Introduction:

The advent of social media has changed the way businesses interact with customers. Social media provides a unique platform for brands to communicate with their audience, build brand awareness, and drive conversions. We propose a messaging cadence for brands to create consistent and effective social media messages.

Methodology:

To develop the messaging cadence, we performed a quantative & qualitative analysis of the hundreds of social media accounts we have worked with across various industries over the past decade. We then synthesized the data to create a messaging cadence that balances storytelling, virality optimization, and calls to action.

For the purpose of this exercise, we will be using example Instagram posts from our long time partner The American Museum of Fly Fishing.

Results:

The proposed messaging cadence consists of:

  • 60% Storytelling:

Storytelling allows brands to connect with their audience on an emotional level, and it can be an effective way to build brand loyalty. Brands should aim to tell stories that their audience can relate to, using real-life examples, customer testimonials, or even creating fictional stories that showcase the brand's values.

  • 20% Virality Optimization:

Virality can significantly increase the reach of social media messages. Brands can optimize their message for virality by using attention-grabbing headlines, eye-catching visuals, and engaging content. Hashtags, polls, and influencer collaborations can also be used to help the message reach a wider audience. Optimize for content that has a high likelihood of being shared, either publicly or in DMs/Texts/Emails. Know your audience.

  • 20% Call to Action:

While storytelling and virality can be effective for building brand awareness and engagement, they ultimately need to lead to conversions. A call to action (CTA) can encourage the audience to take a specific action, such as visiting the brand's website, making a purchase, or signing up for a newsletter. Brands should create a clear and concise CTA that makes it easy for the audience to take the desired action.

By balancing storytelling, virality optimization, and calls to action, brands can build brand awareness, engagement, and conversions.

Conclusion:

The proposed messaging cadence can help brands create a consistent and effective social media message. By balancing storytelling, virality optimization, and calls to action, brands can build brand awareness, engagement, and conversions. This messaging cadence is a starting point for brands looking to improve their social media messaging, and it should be adjusted to fit each brand's unique needs and goals.

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