Social media in all its facets are designed to reach new and existing customers. It is crucial to consider that different people, and consequently end consumers, are present on each platform. Where there are learnings, Dot Society is naturally present. Some members of our team attended the Digital First fair in Brussels this year. Various topics were discussed regarding the future of digital media, marketing, and strategy. We delved into the five largest media platforms! Curious about the tips and tricks for each platform? Discover our various platform personas!

TikTok (The Entertainer)

An important feature of TikTok is that it’s a platform that requires a certain degree of patience and time investment. Building credibility, both organically and through paid methods, is the key here. Only after you’ve laid this foundation can you reap its rewards. An important step in this process is realizing that TikTok is not like the other platforms. Here are our tips and tricks to give your brand’s TikTok career a flying start.

1. Trendy, Trendier, Trendiest
If there’s one global language known, it’s that of online trends. Think viral tunes, dances, memes, and so much more. So, always stay alert for the latest hot items, as they boost performance and stimulate natural conversations within the TikTok platform.

2. Sound-on Platform
TikTok is highly dependent on sound as a “sound-on platform,” meaning that, unlike other platforms, sound and music are essential here. Make use of this by making sound an integral part of your content and storytelling.

3. Editing Skills
Attract potential consumers by making your content as appealing as possible. Don’t be discouraged by music, transitions, motion, on-screen text, and branding; on the contrary! By implementing these extras, you ensure that your content not only gets more views but also stays in the minds of consumers longer. In other words, you become more top of mind for them.

4. Time to Break the Fourth
Wall Another unique aspect of TikTok is that much of the content directly addresses consumers. It’s not just about tone of voice but also about looking your audience in the eyes. The focus here is much less on aesthetics, unlike other platforms, and more on the real, authentic aspect of content. So, dare to engage your consumers directly in the form of a dialogue.

Instagram (The Artist)

On Instagram, it’s all about aesthetics and creativity. Before you advertise, determine your brand style. Consistency in appearance helps users quickly recognize your brand while scrolling, which is essential in the fast-paced world of content consumption. Since we consume so much content daily, it’s also important to focus on one characteristic for a particular ad. The best way to do this is through video. Although Instagram started as a photo-sharing app, video is increasingly taking over. So, let your creativity shine in this aspect. The key to success is to make your ads as organic as possible.

LinkedIn (The Entrepreneur)

We are all customers. Besides the fact that the vast majority of LinkedIn users use the platform for business and promoting their own companies or products, we are also constantly exposed to other products and brands from fellow users trying to achieve the same for their businesses. Therefore, you can use LinkedIn as a platform to connect with your end consumers. How to achieve this? Focus on the following four key pillars:

1. Build a Trusted Brand: Don’t use stock images, even if you can’t find a suitable image for the subject you want to share. Stock images can appear impersonal. Make everything you share personal. If you can’t find a suitable image, consider using storytelling and find a tone of voice that aligns with your image and company.

2. Share Values: What does your company or brand focus on? Are you aiming for innovation or highlighting social issues? Have you added new features to your product or made improvements in quality? Are you working on a loyalty program or involved in something entirely different? What are your core values and principles? This is appreciated on LinkedIn. Link your values to your message with clear Unique Selling Points (USPs) and integrate various themes into your communication, and you will stand out.

3. Engage Communities: We all crave a sense of belonging. Involve your customers and build a community. Collaborate with influencers or explore relevant partnerships. Always remember that the brand or person you work with should align with the standards and values you have set for your brand.

4. Be Creative: Consumers crave entertainment. Invest in your creatives. Grab attention with original ideas. Think about engaging video campaigns, interactive quizzes, graphic designs, and more. If one of your creative expressions performs well, don’t hesitate to use it in paid media. This boost can help you reach a wider audience and ultimately build a larger community.

Pinterest (The Dreamer)

What better way to capture your customers during their most relaxing moments of the day? There is none! Pinterest is the ideal platform to seek inspiration and daydream about your future interior, outfit, wedding, and more. It’s important for a brand to focus on content that aligns with your customers’ dreams. Therefore, ensure that your content is always calming and resonates with the idea of daydreaming in the world of Pinterest.

How can you do this?
Get into the mind of your end consumers. Try to figure out what your customers are dreaming of. Are these long-term plans, dreams that last for years? Or do you have trend-sensitive customers who move with the times?

By collaborating with The Dot Society, we can work together to find the right Pinterest strategy. Where your customers’ dreams are ignited, trends are spotted in advance, and no opportunity is missed in the research process on Pinterest.

A tip from us for the fall?
On Pinterest, people are already searching for the perfect Christmas gifts, outfits for the holiday season, and more! Don’t miss your chance and let your customers continue daydreaming with the perfectly fitting content you share on Pinterest!

Facebook (Connector)

With over 2.8 billion active monthly users worldwide, Facebook is one of the world’s most influential platforms for businesses to promote their brand, generate leads, and sell products or services. But to succeed in this competitive environment, a well-thought-out strategy is essential.

It’s important to keep in mind that Facebook users not only passively consume but also actively seek to connect with brands and build a genuine trust relationship. Therefore, as a brand, it’s essential to proactively respond to this.

An effective way to do this? Advertise with reviews and testimonials. People significantly rely on the opinions of others when making purchasing decisions. By sharing positive reviews from satisfied customers, you can not only gain the trust of potential customers but also convince them of the value of your products or services. Furthermore, reviews and testimonials also provide an additional layer of credibility and transparency around your brand. It shows that you are open to feedback and proud of your customer satisfaction, which can alleviate doubts for potential customers.

After an engaging and educational day at Digital First 2023, we have taken the above important insights home with us. As a closing tip: Always keep your persona in mind!