How to Generate Customer-Driven Social Media Marketing

The technique of actively integrating customers in a brand's social media activity is known as "customer-driven social media engagement." This entails engaging customers in a conversation and encouraging them to post their ideas, observations, and interactions with a company on social media.

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Customer-driven social media interaction aims to strengthen consumer connections and promote brand loyalty. Businesses may modify their products and services to better suit the demands of their consumers by actively connecting with them on social media and learning about their preferences and wants.

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Photo courtesy of Christiann Koepke

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There are a few tried and true ways to engage customers in your social media, but it is always evolving as social media platforms are changing every day. We’ve got a few examples of what has worked in the past below:

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Tip #1: Use hashtags and geotags to increase the discoverability of your content and to get your followers to do the same. Hashtags are words or phrases that are used to categorize material and make it easier for customers to find it. A user may view all of the open posts that have used a certain hashtag by clicking on it or searching for it. 

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Users may also add a specific place to their articles using geotags, which are location-based tags. This might be a town, a company, or simply a particular monument. Users of social media platforms may view all of the publicly available posts that have been tagged with a certain place by performing a search for that area. Geotags and hashtags may both be effective tools for businesses to boost customer interaction.

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Photo courtesy of Luis Villasmil

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Tip #2: Repost user-generated material to make your followers feel appreciated and motivate them to produce more content for you. Reposting user-generated content, or UGC, may be advantageous for businesses in a number of ways. When businesses repost UGC, they indicate that they appreciate their consumers' experiences and opinions by recognizing and celebrating them. 

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This may strengthen relationships with customers and increase brand loyalty. Reposting UGC may also boost interaction on social media platforms since people are more inclined to interact with material that highlights actual clients or followers of the company. UGC also frequently includes images of customers using the business's goods or services, which may provide potential customers a favorable and genuine impression of the brand. 

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Reposting UGC is a major time and resource saver for businesses since it eliminates the need for them to develop original material from start to finish for social media platforms. User-generated content may offer social proof for a business, demonstrating to prospective buyers that other customers have appreciated the brand's goods or services and fostering greater brand loyalty.

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Photo courtesy of Brooke Cagle

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Tip #3: Run promotions and competitions. Holding contests or promotions can motivate your followers to interact with your content and assist in promoting your company. Promotions and contests may assist businesses in expanding their audience and boosting brand recognition on social media platforms. 

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This may lead to high levels of interaction on social media platforms since participants are frequently eager to share them with their followers. Businesses may encourage customer loyalty and forge closer ties with their clients by holding contests or incentives that are only open to their social media followers. 

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Contests and promotions may give businesses useful information about their clients, such as their preferences and contact details, which can be used to guide next marketing campaigns.
Businesses can persuade consumers to try out new goods or services or to make a purchase, which may result in more sales for the company.

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Photo courtesy of Robert Bye

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Okay so what does customer-driven social media marketing look like? As we mentioned, this can change daily, and brands need to be on top of trends and responsive on their social media platforms to ensure optimal results from this. Here are a few ways brands have been doing this successfully:

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Answering comments with a video using TikTok. Denny’s does this in a genius way, using a popular TikTok sound to respond to a customer’s question about a competitor brand. TikTok is all about using humor to appeal to Millennial and Gen Z audiences, so this is the perfect opportunity to do that while developing and enforcing brand recognition.

Denny’s

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Arguably one of the funniest ways to engage customers is by engaging your haters. Target’s social media marketing team really went out on a limb to show their customers exactly what the haters are saying about them, and while doing that, built a narrative about the resiliency of their brand marketing. While this interaction is with folks who do not identify as customers, they are engaging with users who are engaging with their posts and thus encouraging others to leave comments, engage with their posts and ultimately increase their visibility on the platform.

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College students styling their dorm rooms is a common trend on TikTok and one which HomeGoods took advantage of by partnering with a Florida A&M student and micro-influencer as he stocked his dorm room with HomeGoods products. While this is an influencer, “come shop with me” content by both people with and without a following is very common viral material that brands rely on to establish credibility on social media.

HomeGoods

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