Branding on Facebook is vital for any business. As much as anything, its consistency provides recognition and trust for both new and existing customers. However, the relevance of branding goes way beyond the visual elements.
You should, perhaps, first note that the Facebook algorithm can be affected by the consistency and quality of your company’s marketing efforts, so in this article, we’ll take a look at the importance of branding on your Facebook feed and explain what you can do to improve it.
Is Facebook still important in modern marketing?
Facebook can still be considered a worthwhile platform for social media marketing. Although only 36% of Gen Z use it, between 87% and 96% of older generations use it at least once a week. With 3.1 billion monthly active users, Facebook is still the top social media platform in 2024 and it is likely to remain that way for the foreseeable future.
Its importance lies in the fact that it has a diverse user base with an easy-to-use ad service. These ads can be tailored to local and regional audiences and offer in-depth metrics and analytics.
The bottom line: it’s absolutely worth focusing on social media branding on Facebook. We can still think of it as a relevant platform for advertising, so it’s worth giving it the right attention.
Company branding and its role in online visibility
While it shouldn’t be new information, company branding is defined as using imagery, text, colour palettes, and other elements that create a recognisable and consistent identity.
So, why does this matter on Facebook? The reasons are pretty much the same as elsewhere, but they include:
- Reputation of a business
Branding helps create a sense of trust and credibility among customers because it makes the company recognisable. - Audience engagement
While social media branding doesn’t necessarily improve audience engagement, branding consistency on posts will make an audience more willing to read, like and comment. - Algorithm impact
Building trust and credibility on Facebook can affect your company’s visibility thanks to the Facebook algorithms. Authentic, interesting content generates clicks, which improves your reach.
In short, social media marketing is intricately linked to company branding.
Think of a famous newspaper, for example. You’re more willing to read, believe, and engage with a story from, say, The Guardian or The Telegraph than you would be from an unknown local newspaper.
This is the same logic applied to social media brand marketing. Creating a consistent image across your social platforms will help you appear credible and authentic and will make people want to engage with your branded content on Facebook.
How to increase brand awareness on Facebook
It’s one thing to know branding helps with audience awareness, but how do you actually make this happen? Social media marketing is one option. So, what is social media marketing and how does it help?
A marketing strategy specifically designed for social media channels should be adjusted to suit the platform you’re using, such as Reels on Instagram or short-form text content on Facebook.
To increase your brand awareness on Facebook, try the following:
- Create engaging content
An obvious place to start is with engaging content. What this looks like for your business will depend on your niche and goals and market objectives. - Tell your story
Making new and existing customers aware of your brand’s story is a great way to increase engagement. Just ensure you tell it in an authentic way. - Vary your content type
Most people don’t want to read paragraphs of text on Facebook. Supplement it with images and upload dedicated videos. - Leverage Facebook ads
Facebook’s ad platform is one of the best in the game: it’s definitely something you should include in your strategy. Bear in mind, though, that it has a relatively steep learning curve.
Branding with social media essentially boils down to regular content uploads that use the same writing style, tone, voice and imagery. These points apply no matter what type of content you’re using, and keeping things the same across text, videos and images is vital.
Of course, juggling all of this while maintaining other areas of your business can be a challenge. For the best results, it’s worth engaging an external social media marketing agency to take care of everything for you.
Outsourcing your social media brand marketing is arguably the best way to have well-thought-out content that resonates with people and grows your audience.
Might be something worth considering for your New Year marketing objectives!
