By Amanda Kruschack

Marketers are always looking for the best way to engage with an audience and potential customers online (Hi!). We all want to hit that niche that will drive activity and ultimately a hearty ROI that coincides with your customer acquisition cost (CAC). Social media is that hot ticket that marketers are trying to find a way to work for them best. That said, an active Twitter handle, or Instagram profile often isn’t enough.

We’ve heard it before, digital audiences are more demanding than traditional mediums. This can often leave marketers flustered when they can’t solve the brand-audience-metric puzzle. Not to ignore the importance of SEM/SEO, but platforms like Instagram, Snapchat, Twitter and Facebook are paramount (platforming depending) to gaining an audience that is reflective of your brand to engage with.

What’s behind those social media profiles that often make them a success? It’s connecting with your audience through a genuine and on brand persona. Yes, we’re asking you to go beyond metrics. Or, maybe it’s that we’re going back to the beginning. What does your brand represent? And, who does your brand represent? This is a business case that works across all verticals.

If you look at social media influencers who are now brand representatives, many of them we’re doing the legwork for industries like consumer packaged goods (CPG) and fashion before it was popular to do so. With the rise of social media platforms and YouTube, brands are scouring the internet to find the right Cinderella persona to fit their glass slipper to take their online presence to the next level.

A great example is, Chiara Ferragni or better known on the internet as, The Blonde Salad = a blog which she began in 2009. She has since risen to the top echelon of digital media fame, boasting over 9.9 million Instagram followers representing and collaborating with brands including: Steve Madden, Tommy Hilfiger, Christian Dior, Louis Vuitton, Max Mara, Chanel, J Brand and Seven for All Mankind. Ferragni’s ability to take ownership of digital media platforms through branding and curate a pitch perfect online presence that is arguably the first of its kind in the fashion world has advertisers tongues wagging. Not rub it in, but her success has also caught the attention of Harvard Business School. Not too bad for a former law student who started their blog out of pure enjoyment of the platform.

This list courtesy of Mediakix details the Top 10 Brands on YouTube. In each of the 10 brands listed you’ll see there is an organic persona or message synonymous with the brand. Some of those listed include:

  • Google’s current employees, Nat & Lo
  • Nike choosing entertainer, Kevin Hart
  • Nintendo Minute with Kit & Krista
  • Red Bull’s Mick Fanning’s surf photography (Personal favourite – inspired, but I think I’ll stay on shore, Red Bull in hand!)

Buyer personas are more important than ever regarding how your brand will thrive (or not) online.

If you’d like to create your own thriving online persona, contact us at Sage Company we can help.

Amanda Kruschack is a writer experienced in sales, marketing and media. With her own omni-channel set of skills and experience, Amanda provides valuable insights through dedicated learning and experience across multiple industries. Amanda also has 10 years experience working within television and film in the US and Canada in a writing, producer and production capacity. When she doesn’t have a boarding pass in-hand, you can find her currently working within Canada’s Technology Triangle. 
Academically, Amanda graduated with honours from Ryerson University’s prestigious RTA School of Media with a minor in English. She also earned a Postgraduate certificate in Marketing with honours from Humber College. 

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