Today, there are many different social media platforms. Three platforms that are currently offered to the masses are YouTube, Instagram, and TikTok. Of these platforms, I utilize Instagram the most, but I also have accounts on the other two platforms as well. Each of these social media platforms allows companies to use different visual tools to reach their target markets and enhance their brand effectively. To demonstrate this, I have chosen three different companies (one on each of the listed platforms) to help explain how these various platforms are used.
One company that I follow on Instagram is Mary Kay (@marykayus). Mary Kay uses images, stories, Reels, and Series to generate consumer interest in its brand. These are forms of content marketing, but they help provide information to the consumer and express the Mary Kay brand. Through Reels and Series, consumers get a better idea of not only how to use the products, but they are also introduced to a more personalized introduction of the company’s personality and voice. These videos allow Mary Kay to share recommendations, facilitate sales, and demonstrate products. Additionally, Mary Kay uses the Story option of Instagram to actively engage with its target market. They also use this feature to provide information on new products, capture consumer feedback, and facilitate lead generation. Overall, Mary Kay is excellent at using social media to enhance its brand and communicate with the target market. I honestly cannot think of any other visual tool that Mary Kay could adopt to help them create more effective and engaging posts.
From the three social media platforms listed above, TikTok is my second most used. However, I do not spend much time on TikTok, and I honestly do not typically follow companies on this platform. Therefore, it took me some time to decide which company I would follow and write about for this post, but I did choose an organization near to my heart. Through my research of companies on TikTok, I found that the San Diego Zoo is an active TikTok user.
TikTok is an application where users can create and share short videos. The San Diego Zoo creates fun, shareable videos of the animals that reside within its zoo. Through TikTok, the San Diego Zoo can actively engage with its followers by posting requested videos of various animals. They also demonstrate their expertise by using these short videos to teach the public about different animals. For example, one video that the San Diego Zoo posted was about the difference between black and white rhinos. Both of these rhinos are actually grey, and the difference between them doesn’t have anything to do with the color of their skin. Black rhinos have pointed prehensile lips, while white rhinos have wide square lips. The video also mentioned that the white rhino’s name might come from the mistranslation of the Afrikaans word for wide. While this is just one way that the San Diego Zoo demonstrates its expertise, provides information, and expresses its brand, it is an effective marketing tool to reach the current and prospective audience. I think that the San Diego Zoo could benefit significantly from using TikTok to create a call to action for its contemporary viewers that would help facilitate donations for its organization. Overall, I have enjoyed watching these videos that highlight the San Diego Zoo animals.
Out of the three social media platforms that I first listed, YouTube is the platform that I use the least. However, my husband uses it often, and due to his influence, there are a few companies that we regularly follow on YouTube. They are smaller in size compared to my first two examples, but the company that I chose is an active creator on YouTube’s platform. This company goes by Good Mythical Morning (GMM), and its hosts are Rhett and Link.
YouTube is a video hosting site, which allows its creators to house their content in one place while also creating and increasing brand exposure. YouTube videos are shareable and can be made for a variety of reasons. If you follow Good Mythical Morning on YouTube, you will find that it currently has over 17 million subscribers and is on season 20 of its Playlist career. Good Mythical Morning creates content that interacts with its fans and followers. This content is often based on polls that followers participated in, but they also include videos at the end of each show that highlight the fans of GMM. Good Mythical Morning has a very distinct brand, and their media creations express this through design, personality, and look/feel. Due to this expression, GMM has fostered a space for its community. And through the Good Mythical Morning content creations, Rhett and Link are able to share recommendations, demonstrate products, offer proof points, create a shopping experience, and facilitate sales. Due to Good Mythical Morning’s wide range of topics, I honestly cannot think of another visual tool that GMM could adopt to create more effective and engaging posts. I believe that as GMM has aged, it has taken into account the different forms of visual tools and has created a plan that works for the company right now. I’m certain that as media changes, GMM will also adapt to fit the new mold.
On the flip side of social media, you find the micro- or nano-influencers who have smaller followings but are still valuable social media players. I follow many of these influencers, especially on Instagram, and can easily find two with a quick scroll. The two that I saw first were the donaghe.dwelling and kithandkinroastingco (both on Instagram). Jade Donaghe, Home Decor and DIY guru is the owner of the donaghe.dwelling handle. I follow her because she is a friend and because she has created a beautiful home for herself and her family, which she shares on social media. Her home has gone through many changes in the short time they have lived there, and I am in awe of her ability to create fabulous living spaces. Jade typically endorses home improvement projects and DIY projects. For example, in a recent post, she promoted Rustoleum, which she used to transform a dresser. In addition, Jade often takes an active approach towards engaging with her audience. Through polls and questions on her Instagram stories, Jade often asks her audience to help make home improvement decisions. Jade also provides information on her projects, shares recommendations, and demonstrates her expertise to her followers.
Kith+Kin Roasting Co, the owner of the Instagram handle kithandkinroastingco, is a company that might have a smaller following but an extensive reach. Coffee shop, bakery, sandwiches, and desserts, dare I say more? Kith+Kin roasts their coffee fresh in-house, which is an experience in itself. One of the reasons I follow this company is that it is local and I frequent the shop often. It is also a great place to study and meet up with friends and family. But I also believe that they have the best coffee, atmosphere, and employees in town. Kith+Kin Roasting Co typically promotes their fresh roasted coffee, fresh-baked bread, local fundraisers, sandwich specials, and housemade ice cream, to list a few. When not endorsing their products, K+K will provide additional information and recommendations to its followers while also demonstrating expertise regarding coffee knowledge. K+K is a company that has grown its brand and, through the help of social media, has been able to express its brand through a recently updated design and look to its shop.
I think that at some point, everyone has the idea that they want to have an influence and be a part of a community. However, to become a nano-influencer, one would first have to decide what content to create. Then after deciding what that content will be, you must decide what platform to use that will help reach your target market. For example, if I were to attempt to become a nano-influencer, I would look into the health sector of Instagram. I would base my strategy on sharing recipe recommendations, demonstrating recipes and workout plans, and providing information on products and services that I use. I think that an active approach should be the goal of nano-influencers because it will help drive engagement. It is also essential to reach out to complementary influencers to help you create your base and grow your following through partnerships. Social media’s primary goal is to make connections and build communities, which is what nano-influencers do. This is why they are valuable to marketers.
Remember to lead in love,
-Bri
Will Ardently Pursue 