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Brand Voice: Creative Recommendations, What It Is & Why It Matters

Lindsey Pizula

By: Lindsey Pizula

Senior Strategist


Marketers may find it intimidating when deciding which social media sites fit best with their business goals. To make it easier for your brand to decide, Unified offers a campaign management service for advertisers to activate across each of the eight major social media platforms and can help brands create a strategy for each platform. Between the variety of objectives and targeting options, Unified offers a complete social package to meet any brand’s needs.

Due to the unique qualities of each social media platform, it can be overwhelming for marketers to understand the type of brand messaging to communicate on each. It’s important to remember that consumers use each social media site for different reasons and typically have different mindsets when browsing each site. Unified has put together this document to help brands better understand the advantages of each platform and the types of content that does well on Facebook, Instagram, Twitter, Snapchat, Pinterest, LinkedIn, Reddit, YouTube, and TikTok.


Facebook & Instagram

Facebook & Instagram

Whether the objective of your campaign is geared more toward softer objectives such as Brand Awareness and Video Views, or to lower-funnel metrics like product sales and conversions, Facebook and Instagram are advertisers best bets for successful full-funnel efforts: they are the platforms with the most robust targeting and largest daily active users.

Advantages in the Market:

  • Large user reach
  • Robust targeting options
  • Sophisticated advertising tools and advertising units
  • Can push larger budgets due to audience size

Brand Voice on Facebook

  • Keep content and copy conversational yet informational

  • Creative Recommendation:
    Showcase brand testimonials and feature new products through advanced units such as Dynamic Product Ads. Leverage Facebook’s lower-funnel strengths and promote your brand’s App through an App Installs campaign or drive users to visit your store locations through a Store Traffic objective (or website, through the Traffic objective).

    Brand Voice on Instagram

  • Content on Instagram is often polished and aspirational
  • It’s important to keep a cohesive “theme” to your images

  • Creative Recommendation:
    Showcase behind-the-scenes footage of your brand through Stories, user-generated content featuring your brand, and beautiful product photos.

    Twitter

    Twitter

    People on Twitter are looking for great content and stories from the people, businesses, and brands that they're interested in, but they also use the site to discover new topics and engage in conversations.

    Advantages in the Market:

    • Live events, real-time activations and conversations
    • Community and keyword associations for targeting
    • Twitter #trends give a clear picture into what users are talking about

    Brand Voice on Twitter

  • Brand voice should be conversational and timely on Twitter, much like the platform’s user behavior
  • Twitter is a great platform to showcase your brand’s unique personality

  • Creative Recommendation:
    Showcase your brand’s live events and sponsorships on Twitter

    Pinterest

    Pinterest

    For marketers trying to reach users during the discovery phase of making a purchase, Pinterest is an ideal platform. The site allows users to curate and explore aspirational ideas, compare different styles and visuals, and connect and share with their friends and family. Users are often in a mindset open to advertising and willing to discover new brands.

    Advantages in the Market:

    • Rich lifestyle targeting
    • Captures users in planning phases:  life events, holidays, DIY projects
    • Users are in a discovery-mindset and open-minded to brands’ content
    • Sophisticating “Shopping”-centric advertising units

    Brand Voice on Pinterest

  • Keep content aspirational yet realistic and approachable so that Pinners feel like they can take action on what a brand is sharing

  • Creative Recommendation:
    Showcase your new products within the context of events your users may be planning for (i.e. holidays, birthday parties, weddings, etc.)

    Snapchat

    Snapchat

    People use Snapchat to connect with friends, build relationships, play games, and learn skills. Because the app is mobile-first, advertisers should tailor their messaging and desired results to be compatible and easy to reach from a phone or tablet.

    Advantages in the Market:

    • Geo-targeting
    • Cutting-edge, interactive ad formats
    • Event/Brand partnerships

    Brand Voice on Snapchat

  • Brand content on Snapchat shouldn’t feel too produced; keep content authentic and relatable

  • Creative Recommendation:
    Showcase your brand’s live events, real time partnerships and local offerings. You can also feature new products through cutting-edge ad formats like Snapchat’s AI Lens

    Youtube

    Youtube

    YouTube is the second largest search network in the U.S. only behind its parent company Google. With the expansive amount of content and searches, the platform is essential for video marketing. Using Google’s robust targeting and algorithms, advertisers can use YouTube to reach both large broader audiences and small niche consumers.

    Advantages in the Market:

    • Large user reach across many different demographics
    • Content targeting
    • Long-form video capabilities

    Brand Voice on Youtube

  • Content on YouTube should be exciting and entertaining as users will likely be watching your ad in between their preferred curated content

  • Creative Recommendation:
    Showcase creative videos featuring your products - automotive companies can showcase a new car model driving through a beautiful winding road, or a CPG brand can showcase customers testing out new products

    LinkedIn

    LinkedIn

    LinkedIn is unique because it’s the largest professional social network. It was created as a platform to bring together colleagues, help develop careers, grow professional connections, and partake in industry discussions. Because of the professional atmosphere of the site, most consumers will be in a business-related mindset making LinkedIn a perfect environment for marketers interested in B2B sales.

    Advantages in the Market:

    • B2B Marketing
    • Role and industry-specific targeting

    Brand Voice on LinkedIn

  • By nature, LinkedIn creative and copy has a more “professional” feel, but this does not mean your branding needs to be dry
  • Keep content on LinkedIn professional while also feeling approachable, so users are encouraged to engage with your brand

  • Creative Recommendation:
    Showcase your brand’s thought leadership, such as blog posts and case studies. LinkedIn is great platform to promote your brand’s core values and culture

    Reddit

    Reddit

    Reddit is a perfect marketing opportunity for companies to speak directly to their target audience. Reddit’s scale, self-segmented, and highly-engaged user base make marketing on the platform a great way to engage with consumers as they browse or contribute to the online communities they are passionate about.

    Advantages in the Market:

    • Network of 130+ thousand interest-based communities
    • Niche communities
    • Highly engaged users

    Brand Voice on Reddit

  • Users on Reddit are highly engaged and passionate; keep content informational and specific

  • Creative Recommendation:
    Showcase specific products and product details

    TikTok

    TikTok

    TikTok is a social discovery platform for short-form mobile videos. The app relies mainly on user-generated content, often 15-second videos involving popular music, dancing, or creating challenger content to send to their friends and customize. The app’s popularity has grown exponentially over the past two years, reaching  52.2 million US users, 41% of which are between the ages of 16 and 24. While the app is still a relatively new environment for advertisers, its explosive popularity makes TikTok a perfect environment for marketers to reach Gen-Z.

    Advantages in the Market:

    • Brand new to paid ads, large brand opportunity
    • Highly engaged, young audience

    Brand Voice on TikTok

  • Users on TikTok want authentic content - it is also an “anything goes” type platform
  • Content should be creative, original, and involve music

  • Creative Recommendation:
    Showcase “TikTok influencers” using your product in a fun and creative way that will also inspire users to create the same video




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