{"id":12866,"date":"2024-09-10T09:49:52","date_gmt":"2024-09-10T08:49:52","guid":{"rendered":"https:\/\/www.brainlabsdigital.com\/?p=12866"},"modified":"2025-06-19T17:22:20","modified_gmt":"2025-06-19T17:22:20","slug":"if-your-brand-isnt-always-on-it-could-be-missing-out","status":"publish","type":"post","link":"https:\/\/www.brainlabsdigital.com\/if-your-brand-isnt-always-on-it-could-be-missing-out\/","title":{"rendered":"If your brand isn\u2019t always-on, it could be missing out"},"content":{"rendered":"\n

Always on…<\/p>\n\n\n\n

Well, think about the last time you bought something online. What influenced you to make that purchase?\n

Seen creator promoting<\/h2><\/p>\n\n\n\n

You may have seen a creator promoting the product, researched the reviews, or maybe bought from a brand that you feel connected to. Chances are you bought it because that brand is probably at the top of your mind in some way. If brands adopt an always-on approach, they can be at the top of consumers\u2019 minds consistently. Not just when they release a new product.<\/p>\n\n\n\n

Building a community is more important than ever with so much social noise out there. Studies show that 76% of consumers<\/a> will choose a brand that connects with them over a competitor that doesn\u2019t.<\/p>\n\n\n\n

But how do brands achieve this crucial customer connection?<\/p>\n\n\n\n

Charlotte Littlewood, Account Director at Brainlabs, explains the importance of building and maintaining a social media presence and why brands should approach it with an always-on strategy.\n

See many brands neglect social media<\/h2><\/p>\n\n\n\n

We see many brands neglect their social media until they\u2019re ready to sell something and then push paid influencer campaigns to promote a new product launch. Or, brands will repurpose content across channels but only create original material when it\u2019s time to sell.<\/p>\n\n\n\n

Of course, pushing during a launch is important, and repurposing content can be a fast and easy way of building out content. But in reality this is no longer enough. TikTok and Instagram are very different platforms (despite what you might think) and what an Instagram audience wants to see differs from a TikTok audience. Content made for one will not always directly translate to the other, and likely won\u2019t do as well on both platforms.<\/p>\n\n\n\n

Brands should post year-round to develop and maintain an online presence. By posting content that doesn\u2019t <\/em>focus on product promotion, brands will build organic engagement. And, most importantly, connect and build trust with their audience, which will, in turn, drive better revenue and profit for your paid activations.<\/p>\n\n\n\n

We all know the rule of seven – a consumer needs to hear or see an advert seven times before they\u2019ll take action to buy a product.\n

Now, let\u2019s say it\u2019s the same for brand visibility<\/h2><\/p>\n\n\n\n

Now, let\u2019s say it\u2019s the same for brand visibility. Customers need to see brands seven times on social media before committing to a purchase. This could be through organic brand or influencer content, or a comment on a viral video.<\/p>\n\n\n\n

By creating an always-on approach, brands build trust, increase visibility, and foster community. And arguably, that\u2019s more powerful than any advert.<\/p>\n\n\n\n

And yes we know, \u201cbuilding trust\u201d may feel like old news. But here\u2019s why it matters more than ever.<\/p>\n\n\n\n

The age of \u201cunderconsumption core<\/a>\u201d is upon us. People are tired of constant product pushing, and many Gen Z and Millenials are promoting underconsumption on social, going against mass consumerism. This means it\u2019s even more competitive to get people to purchase..\n

Brands need rely fact<\/h2><\/p>\n\n\n\n

Brands need to rely on the fact that they are at the forefront of their consumer\u2019s minds. So when it comes around to a product launch, customers will feel connected and be more likely to engage and spend.<\/p>\n\n\n\n

But what type of content should brands be creating?<\/p>\n\n\n\n

Charlotte says, \u201cAlways on content doesn\u2019t always have to be product-focused. Content can just be based on brand awareness. Behind-the-scenes footage works really well on TikTok. People want to see the bakers making the cakes in the kitchen or learn more about the team.\u201d<\/p>\n\n\n\n

How to implement an always-on strategy <\/strong>\n

Many brands focus on the top and bottom funnel customers<\/h2><\/p>\n\n\n\n

Many brands focus on the top and bottom funnel customers. And while this is crucial, the middle of the funnel should not be forgotten. An always-on strategy nurtures the customers in the middle of the funnel, meaning brands who adopt this approach will maximize their bottom line.<\/p>\n\n\n\n

Let\u2019s look at three ways brands can set themselves up for success.<\/p>\n\n\n\n

    \n \t
  1. \n
      \n\n
    1. Consistent influencer activations<\/strong>While you might typically associate influencer-made content with paid campaigns, it\u2019s actually effective in an always-on approach to increasing sales (see the above examples). Crucially, it builds trust. Consumers simply do not trust influencers anymore. They are used to seeing influencer activations when a brand is trying to sell. But if you work with influencers as brand advocates on a longer-term basis, you\u2019ll build a more trusted influencer voice for your brand. Plus, if an influencer loves your product long-term, their audience will, too.<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n\n\n\n\n

      Organic influencer activations can also help you measure content success so that when it comes to doubling down on paid promotion, you know what works and what doesn\u2019t.<\/p>\n\n\n\n

        \n \t
      1. \n
          \n\n
        1. Community management<\/strong>\n<\/strong><\/li>\n<\/ol>\n<\/li>\n<\/ol>\n\n\n\n\n

          We keep talking about building community, but how do you actually do it? Engagement and involvement are key – brands should be part of trending conversations.<\/p>\n\n\n\n

          It\u2019s rare to see brands respond to comments, but the ones that do foster that sense of community. Feeling seen is feeling valued, and people will be more likely to buy from companies that recognize and care for their customers. Duolingo is an excellent example of this. The brand, known for iconic TikToks and not taking themselves seriously, frequently posts mocking or witty replies to comments on their videos.<\/a><\/p>\n\n\n\n

          The comment section on viral videos has become its own strategy to increase brand engagement. Even if the post isn\u2019t directly related to them, brands are showing up and starting conversations. The recent \u2018demure\u2019 trend has seen brands like Max Factor and Palmers flocking to the comments on Jools Lebron\u2019s TikToks,<\/a> the creator of this viral trend.<\/p>\n\n\n\n

            \n \t
          1. \n
              \n\n
            1. Join conversations early<\/strong><\/li>\n<\/ol>\n<\/li>\n<\/ol>\n\n\n\n\n

              But this doesn\u2019t mean that brands should join just any conversation. The right conversation at the right time is crucial for success. TikTok Creator Insights gives users a look into trending topics, but it\u2019s limited to each individual\u2019s feed and niche. It\u2019s also slow. And no one wants to hop onto trends after they\u2019ve happened. If you\u2019re late to the party, there isn\u2019t much point in showing up at all when it comes to social.<\/p>\n\n\n\n

              So, how do you find the trends before they happen? Answer – social listening tools. At Brainlabs, we use our Bytesights 2.0 tool to find the popular conversations around smaller niches and creators, before they blow up. So brands can get onto a trend while it\u2019s still a ripple, ride it through the wave, and be part of a cultural tide.<\/p>\n\n\n\n

                \n \t
              1. \n
                  \n\n
                1. Test and learn<\/strong><\/li>\n<\/ol>\n<\/li>\n<\/ol>\n\n\n\n\n

                  The time in between promotional launches can be used for testing and learning. Not just for influencer activations (as we mentioned before) but also for underutilized platforms. You may have widespread communities on Reddit and Snapchat, but putting all your eggs into the Meta or TikTok basket might not be the most effective way forward.<\/p>\n\n\n\n

                  Use an always-on approach to assess different, lesser-used channels and learn from your results.<\/p>\n\n\n\n

                  Influencer activations to sell are no longer enough. If brands want to truly cut through the noise on social, they will have <\/em>to adopt an always-on approach. But this doesn\u2019t mean just posting anything. Building out the right content with the right influencers around the right topics (and doing this consistently) will be crucial.<\/p>\n\n\n\n

                  Sound a little overwhelming? That\u2019s where we come in. It\u2019s our job to get brands to achieve significant cut-through with influencer marketing all the time, not just during product launches (although we do that remarkably well too). Have a chat with us<\/a>– we have the tools and the knowledge to make these strategies simple.<\/p>\n","protected":false},"excerpt":{"rendered":"

                  Always on… Well, think about the last time you bought something online. What influenced you to make that purchase? Seen creator promoting You may have seen a creator promoting the product, researched the reviews, or maybe bought from a brand that you feel connected to. Chances are you bought it because that brand is probably […]<\/p>\n","protected":false},"author":4,"featured_media":12868,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":true,"footnotes":""},"categories":[110,38],"tags":[],"class_list":["post-12866","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-views","category-influencer"],"acf":[],"yoast_head":"\nIf your brand isn\u2019t always-on, it could be missing out<\/title>\n<meta name=\"description\" content=\"The always-on approach is the most important tool in your influencer marketing strategy. 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