Note: This article was originally published on the Influx blog on
With the net so easily accessible across devices, the social networks have become internet habitats. Social media has become a virtual hangout for people these days. They check notifications, subscribe to specific users, access trending news incessantly. They interact with larger groups, join communities, and voice their opinions without restraint.
Having a brand presence across multiple social media is awesome. But are you engaging users the right way? The place to get real-time feedback and build your brand image to attract a larger consumer base is on social media platforms.
Here are three tips to consider while trying out cross-platform promotions.
Multiple platform citizenship
Social media users these days are very independent and experimental. They indulge in activities that add to their social media image. The do-it-yourself tips, tutorials, and online social clubs are the rage right now. Teenagers and young adults use Snapchat more, while Facebook is used by teenagers and adults of all ages. So brands place specific age appropriate products for different market segments on various social channels.
Getting your internet followers to track you from one platform to another is an art.
Chelsea FC joined Snapchat and promoted its brand presence on Snapchat by posting a Snap image with a direct link to its Snapchat account on Facebook.
Using a combination of social networks to gather a massive audience is epic.
Nike created an online athletic community by using Facebook, Instagram, and Twitter and launched their Run Club mobile app that connected users to everything they would need to run better – be it fellow-runners, accessories, or music playlists.
While multiple platform promotion is cool, doing a shoddy job of it is not.
Thanks to social media tools, many of these platforms could be integrated for cross-posting information. People are increasingly attaching themselves to one platform where they can get all the information. They are either the Twitterati or the Instagrammers or the Youtubers or the Snapchatters. Cross-posting the same information could come across as cheap and tacky. Instead of that, promoting platform-specific content displays class.
Taco Bell partnered with Snapchat for the Cinco de Mayo Face Lens to promote its brand presence on the platform. Now, it hosts the Taco Bell clip show on Youtube featuring many internet personalities and Youtube stars like Tyler Oakley.
Starbucks sponsored the star-filled lens for Snapchat selfies and promoted its mobile app in early 2016. Starbucks’ Tweet-a-Coffee campaign in 2016 encouraged twitter users to share their favorite Starbucks coffee with their followers, adding a gift card to the post. Clever way of getting people to gift a coffee to their friends.
Viral marketing is another strategy to establish your presence and snag followers across various social channels. But the key is to keep it genuine, consistent, and catchy.
Red Bull makes its presence felt on social media through “energetic” engagement across Facebook, Youtube, Twitter, and Vine. It maintains a consistent style of producing authentic content that mixes sport with innovation. The content showcases extreme marketing—action-packed videos and photographs, and event-driven marketing.
Most of the Red Bull campaigns have gone viral across social media platforms. The most popular Stratos campaign featured Felix Baumgartner making a freefall jump from space 24 miles above the earth. Red Bull’s strategy has been on point.
Disney collaborated with Make-A-Wish foundation in 2016 for the #ShareYourEars campaign to raise funds for granting the wishes of children with life-threatening illnesses.
The campaign invited everyone to share their fun and creative photos with Mickey Mouse ears on Facebook, Instagram, and Twitter. Disney’s campaign was quintessential of its brand’s placement—bringing childhood dreams and fantasies to life.