Let’s start off by admitting that social media is the biggest competitive channel in today’s world. Billions of pieces of content is being pushed out every second. By the time you’re able to hit POST, you’re behind the trend. Let’s normalize this concept.
One of my own biggest vices is complaining about how my feed looks. I either love it for a second and hate it the next, or I finally feel like I get down my style and the algorithm hates it. I’ve seen this with a lot of accounts. It’s completely normal to see an engagement decrease when you’re switching up content – your followers followed you to see specific content and now you changed it up. So obviously a complete shift is gonna affect this.
Rebranding is totally normal (and necessary!). Not only do businesses change, but their customers do too. It’s important to find a way to share your brand values through content that your target audience wants. This is why so many beauty/lifestyle vloggers from the 2013 era have lost subscribers and views when they started becoming more “adult” online. Their subscribers were used to seeing family-friendly, vibrant content. Despite the Youtubers being in their mid-twenties, they targeted young kids. And for most, this became exhausting and hard to maintain. They weren’t truly being themselves on the platform.
However, their shift in content brought back many loyal subscribers who used to watch them as kids and are now ready for more adult content. The key to this is execution. A successful change always starts with analysis. You want to make sure your brand is still true to its origins and keeps loyal followers around.
To do this you must understand the current demographic you target. Also, think about if this is the demographic you want to target. If you’re targeting the wrong demographic, there may be something out of alignment with your content.
I’ve said this many times, and I’ll say it again. Pinterest is my best friend. Always start off with a moodboard before creating feed graphics. Keep your audience in mind when doing so, don’t just create what interests you. Sure, the content needs to reflect your brand. But don’t pick a purple theme for your feed because it’s your favorite color. I recommend pulling colors from your logo or mood board that you think reflect the values of your target audience. Similar technique for fonts, find fonts in graphics you like and figure out why you like them. Are they bold and loud? Are they feminine and playful? Does this reflect your brand and target audience? Branding should be a mix between you and your audience – a happy medium. If you have a readable font in your logo, I recommend using that in some of your graphics.
Canva pro allows you to create branding kits, which you can use when making content to keep everything cohesive. I also love using Illustrator too. However, Canva is a lot quicker and efficient for some graphics, so if you can, save your time and use Canva. After I create my content for the month, I lay it out and see how it all looks together in feed form. Then I can make any necessary changes I see fit.
Let’s say you run an online sustainable shampoo bar shop. Your ideal audience is women ages 18-24. This current age group is known as the “cuspers” because they share traits of millennials and Gen Z. Cuspers are known as peacemakers since they can mediate the two generations. Your job: attempting to promote content that reflects this. Present your content as a zen and relaxing space. For this vibe, I would recommend sticking to neutral and earthy tones. Script fonts are also great, but readability is vital. See how you’ve catered to your audience while maintaining your brand?
Now let’s say you own a small gym and you’re seeking an audience of people ages 41-56 (Gen X). You find this demographic is more motivated to get in shape and therefore, they make loyal customers. First off, this demographic isn’t as interested in an aesthetic feed (sadly to our agency brand values, lol). Gen X users prefer Facebook over Instagram. Meaning they care about long-form content, including long captions (as long as they provide value). I still recommend instilling a cohesive feed, however, your emphasis doesn’t need to revolve around this.
A lot of businesses struggle with nailing down content that matches their brand and demographic. This is why social media managers are so valuable. Most of my tips I stated are definitely useful, however every brand is different. It takes a lot of trial and error to get it right.
So the moral of the story is simple: rebrands and brand evolutions are a vital part of your business life cycle. If your brand is grounded in value, you will be able to jump platforms, try new content, flow through visual elevations and of course – lose and attract new customers all the time.