• More and more people are discovering brands via social media. 
• This level of brand discovery allows an excellent opportunity for digital marketers. 

The tide is slowly turning, and consumers are discovering brands via social media rather than search engines and TV ads, and marketers need to adapt. According to a GWI report, 38% of consumers now discover brands through social media, 37% through search engines, and 35% through TV ads. Such statistics explain the paradigm shift in consumer behavior. 

Several factors contribute to this shift. Unlike search engines or TV ads, social media facilitates laser precision. It facilitates targeted content and ads based on demographics, interests, and online behavior. It also allows influencer marketing and User-Generated Content (UGC), interactive and engaging content, and community building. 

However, search engines and traditional television advertising still hold the ground. Search engine optimization is crucial for users with a specific purchase intent and also caters to specific interests. TV ads provide a broader reach and are effective for generating brand awareness, especially among older demographics. 

Marketers need to understand that the future of marketing might involve a multi-channel approach, and they must leverage the strengths of each platform. Social media is likely to have a greater impact, but search engine optimization (SEO) and well-placed television ads would still play a major role in amplifying reach and driving conversions. 

How Brands Can Capitalize on the Scenario? 

The rise of social media has positioned it as the king of brand discovery and presents a golden opportunity for brands and marketers. According to Edelman, 86% of consumers assert that authenticity is more important when deciding which brand to support. Social media provides credible grounds for this authenticity. 

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For example, Patagonia ➖ a famous outdoor apparel brand well known for its environmental activism. It intelligently and constantly uses social media platforms to share its sustainability efforts, which allows it to resonate harmoniously with eco-conscious consumers. 

Cone Communications, a survey focusing on building communities, says that 76% of consumers believe brands must invest in social causes. For example, Dove’s “The Real Beauty” campaign skillfully leveraged social media to celebrate body positivity and diversity. It encouraged UGC with #RealBeauty, fostering a supportive community and brand loyalty. 

They can invest in high-quality, engaging content. According to Wyzowl, videos are the most famous content type on social media, and around 87% of marketers actively use them. Leveraging UGC, Stackla suggests that user-generated content is considered 9.8 times more trustworthy than influencer content by consumers. 

Plus, marketers have the opportunity to partner with the right influencers. Influencer Marketing Hub says that micro-influencers deliver higher engagement rates than macro and mega influencers. Utilize social listening tools. Socialbakers says businesses that respond to social media comments within an hour see a 70% boost in customer satisfaction. 

Here are some additional tips that brands and marketers can use to capitalize on the premise of brand discovery via social media overtaking search engines and TV ads. 

1. Intelligently Leverage Content

Content is the undisputed king of digital marketing. Brands can respect it and skillfully use its prowess to capitalize on the premise of brand discovery via social media, overtaking search engines and TV ads. According to Socialbakers, social media content with visuals gets 80% higher engagement than text-only content. 

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For example, Red Bull ➖ a famous energy drink. They sell more than just energy drinks; they sell a lifestyle. Their social media content is a captivating and engaging mix of action-packed videos featuring extreme athletes and behind-the-scenes glimpses of high-octane events. 

To ensure brand discovery on social media, marketers need to understand their audience, its pain points, requirements, and preferences. They must not rely solely on a single platform and experiment with a mix of visuals, informative blog posts, interactive pools, live Q&A sessions, etc., to cater to the audience’s different learning needs. 

Note that trending topics and relevant hashtags increase content’s reach. Also, people connect with stories, and when a marketer weaves narratives into your content that showcase the brand’s value, mission, and how it solves problems, it can be a great option. Plus, there’s the option of social listening. 

2. Know Your Audience

Knowing your audience is the foundation of successful marketing campaigns and brand discovery strategies. Unlike search engines and television ads, which take a one-size-fits-all approach, social media thrives on personalization, which is achieved by knowing your audience. 

Evergage says personalized content experiences increase conversion rates by up to 20%. Understanding the audience goes much deeper than knowing their age, gender and location. Marketers must know about their interests and passions, social media behavior, pain points and challenges. 

For example, Duolingo ➖ a language learning application. It understands that users struggle to stay motivated while learning a new language. Their social media content offers tips and tricks to overcome these challenges. They provide inspirational stories of successful learners, use humor to keep things interesting, etc. This addresses the critical point of their audience and makes Duolingo a more discoverable option for learning solutions. 

3. Embrace Visual Storytelling

With an audience attention span shrinking, embracing visual storytelling benefits brand discovery via social media. According to Social Bakers, content with solid visuals receives up to 80% higher engagement than text-only content.  Visual storytelling fuels brand awareness, engagement, and discovery. 

Note that visuals have an inherent power to capture the audience’s attention in a flash in the vast sea of content. They convey complex ideas more straightforwardly, as a picture is worth a thousand words. They evoke emotions and build connections with viewers. They spark curiosity and encourage engagement. 

For example, Slack ➖ a workplace communication platform that uses humorous illustrations and relatable comic strips on social media to depict the challenges of office life and how the product helps overcome these challenges. This visual storytelling approach resonates with target audiences, sparks conversation, and positions Slack as a solution. 

4. Partner with Influencers

Partnering with influencers is entering a strategic alliance that catapults the brand to new heights. Influencers with their established audiences and reputations act as social proof and considerably amplify brand discovery efforts. According to Edelman Trust Barometer 2023, 82% of consumers trust recommendations from friends and family, while 70% trust influencer recommendations. 

Choosing the right influencer is crucial, and brands must consider these points. The influencer must align with brand values and have considerable audience relevance that matches the target demographic. Marketers must focus on their engagement rates and decide between micro-influencers and mega-influencers according to their budgets and requirements. 

For example, Away, the famous luggage brand, partnered with micro-influencers who are travel enthusiasts. These influencers then create content showcasing Away’s suitcase on their adventures, highlighting the product’s functionality and durability. This targeted approach resonated harmoniously with the target audience and led to brand discovery for Away. 

5. Run Paid Social Media Ads

Running paid social media ads has always been a powerful tool for businesses to reach new audiences and achieve long-term objectives. These are sponsored posts or content on social media platforms like Facebook, Instagram, and Pinterest. Marketers pay the platform to showcase the brand to targeted audiences based on demographics, interests and behaviors. 

Unlike traditional search ads, where users actively seek information, these social media ads reach people who might not be actively looking for the brand’s offering but are receptive to discovery. Platforms like Instagram excel at visual content, allowing brands to showcase their products and stories in engaging formats. Social media also facilitates user interaction, creating a sense of social proof and encouraging further exploration of the brand. 

According to a report from Marketing Tech News, over 38% of consumers discover brands through social media ads, recommendations and updates. Gen Z, a key demographic for brand discovery, relies heavily on social media, and 42% say they discover new products and brands through social media. 

For example, Dollar Shave Club is a famous men’s grooming brand. The company rose to prominence through engaging and quirky videos in its ad campaigns on YouTube. Although YouTube is not technically a social media platform, Dollar Shave Club’s approach exemplifies the power of online video for brand discovery. 

6. Foster Community Engagement

Social media provides a credible platform for community engagement, where potential and existing customers can connect with the brand. This approach cultivates brand loyalty and increases organic discovery through positive word-of-mouth recommendations and user-generated content. 

People trust recommendations from peers over traditional advertising. Community engagement creates a platform for genuine conversations and positive experiences, fostering trust in the brand. Engaged communities turn into brand advocates who promote the product and services through conversations and online recommendations. 

A report by Sprout Social Media reveals that around 86% of consumers are more likely to trust a brand with a strong online presence. Similarly, in another study, AmbassadorBay states that nearly 92% of consumers trust word-of-mouth recommendations from friends and family over all other forms of advertising. 

For example, GoPro ➖ a famous adventure camera brand known for its adventurous audience. GoPro fosters deeper engagement with them by running contests that encourage them to share their action-packed videos using the hashtag #GoPro. This boost of user-generated content (UGC) showcases the brand’s capabilities and inspires potential customers. 

7. Harness the Power of Social Listening

Social listening emerged as a powerful tool for brands, especially in the context of brand discovery via social media. It focuses on actively monitoring online conversations to understand what people say about the brand, industry and competition. 

Social listening allows marketers to understand what people are discussing, their problems, and the products they are looking for. Careful analysis of these sentiments helps identify gaps and opportunities in the communication strategy. Social listening also helps a brand find people who are already talking positively about the brand and industry. 

According to Social Media Today, nearly 78% of marketers believe that social listening helps them understand customer needs and improve brand strategy. Another study by Brandwatch reveals that companies that excel at social listening witness a 20% boost in customer satisfaction. 

For example, Airbnb ➖the famous travel accommodation platform actively uses social listening to understand travel trends and adjust its offerings accordingly. Through this careful analysis of social media conversations, Airbnb can identify popular destinations and tailor its marketing efforts accordingly to reach potential travelers. 

In conclusion, brand discovery via social media is slowly and actively overtaking search engines and television advertising. This premise is crucial for digital marketers and brands leveraging social media. However, to capitalize on it, marketers need to be vigilant about their approach and tactics.