Social Media

Building a brand people actually care about.

How to create social media and content that goes beyond attention and drives real engagement.

Marcus Sterling

Director of Brand & Content

14 Nov 2024

5 min read

Key Strategic Takeaways

•Define 3 core narrative pillars that your brand stands for.
•Deliver complete, actionable insights natively inside the feed.
•Build unmistakable visual consistency to drive instant recall.

Attention is fleeting, but affinity compounds. In an era where algorithmic feeds favor outrage and generic content mills, the brands that cultivate loyal followings do so by having a strong point of view, delivering uncompromised utility, and engaging as authentic peers.

1. Cultivating a Distinct Point of View

If your brand’s social content could be posted by any of your competitors without anyone noticing, you do not have a brand voice. You have corporate noise.

Distinct brands take clear stances on industry practices, champion customer realities, and share candid behind-the-scenes perspectives that invite discussion.

“Safe, neutral content is invisible content. Have the courage to express a defined editorial perspective.”

2. Providing Standalone Value in the Feed

Stop treating social channels as mere billboard links back to your website. Format your frameworks, teardowns, and actionable insights to provide standalone value directly within the reader’s feed.

3. Consistent Visual and Typographic Identity

A unified visual aesthetic across carousels, video graphics, and thought leadership assets creates instant pattern recognition in fast-scrolling feeds.

The Path Forward

Social media success is built on mutual respect and shared values. Treat your audience like intelligent peers, not data points to extract clicks from.