Brand engagement is when a brand connects with its consumers. It’s really important when trying to build a brand because for it to be successful it needs to have loyal consumers who engage again and again, but also those who, because they love it so much, they share it with their friends. In an article in Forbes, it says “Engagement with the brand – real emotional engagement with the brand – should be the ultimate objective, since it’s the point where the consumers “see” the brand as better meeting the expectations they hold for the Ideal in the category where the brand competes.” They also found direct correlations between positive brand engagement and positive consumer behaviour, profitability, and sales.
Oreo had a campaign where they shared a new image every day for 100 days using their Oreo biscuits. Each new image was representative of an event, either historical or current, for that particular day. It encouraged people to share the images, people tried to recreate them or make their own and it was in the news.
In this day and age, brand engagement is important and a really great tool to utilise in is social media. Brands want their customers to like, comment and share their products. So it’s important when creating an ad to ensure it will encourage engagement from its customers. I found some tips for increasing brand engagement from Think with Google:
- Make it topical. Make it relevant to consumers by using current or historical events. People will talk about it, share their opinions and thoughts.
- Make it personal. Get people talking about it, sharing their own experiences with the product.
- Make it sharable (customisable). Be on numerous social media platforms and allow/encourage consumers to engage.
I am currently working on the branding for a new café. When I need to start advertising for this, with the hopes of developing and sustaining brand engagement (and ultimately brand loyalty) these are the types of ads I will use for Instagram or Facebook:
Caption: Any day that starts with coffee is a good day. #grinderscoffeehouse #coffeetime #allthetime #latteartisonpoint
I think with Instagram it’s a mixture of just posting photos with a simple caption, one that asks a question and one that has a call to action (like, comment and share for a free coffee – only the first 10 or something like that). When someone posts a photo and tags the café, that’s always a good opportunity to repost their photo onto your feed too – makes the customer happy to see their photo has been reposted and can build relationships and loyalty.
The main types of social media I’d use for the café would be Facebook and Instagram. They are great for sharing pictures of the café, the staff, new items on the menu, providing opening hours, pictures of the menu, and the list goes on. There are a number of ways customers can engage with the café on these social media platforms – they can check in, share their own photos, leave comments, like photos, leave reviews and more. Facebook for businesses is also really handy because you can now promote the page and individual posts directly to the surrounding area of the café (costs money but it is a great way to get the business out there).