In the last decade, social media has become both the easiest way to reach your audience and the trickiest to maintain. With oversaturated social media feeds, it’s difficult to find ways to stand out from the noise.

Some companies try to outnumber their competitors by posting multiple times per day. Others will maintain a reserved, professional brand voice, using social media strictly as an advertisement. We believe that developing an active audience who advocates for your brand is the most effective way for our clients to establish themselves as industry leaders.

Fan activation looks different across industries, so testing different strategies will help you determine what sparks engagement with your audience. To help you get started, here are some of our favorite tactics that we’ve successfully tested with clients.

How to Create Brand Loyalty and Raving Fans on Social Media

1. Host a Giveaway or Contest

Giveaways are effective on social media, and because they require people to take specific actions to enter, they boost engagement on posts and increase brand awareness.

For example, if a plumbing tool company is looking to boost its reach, it can host a giveaway on Instagram for a new pressing tool. This is a low cost to the company but incredibly valuable for the tradesperson who wins. To enter, the company may ask for people to like, comment, share and follow. The shares will boost reach, and the rules for entry will boost following, making the contest mutually beneficial for both parties.

Product giveaways are typically lighter lifts to facilitate, designed to quickly increase followers and reach. However, some of the most effective contests we’ve held involve creating events. These events generate lasting buzz around the brand, from the application process all the way through to the event itself.

One example is our work with Western Star, a client in the trucking industry. To build community and raise brand awareness, we launched the Star Nation Experience, an all-expenses-paid trucking trip to Bend, Oregon. To enter, participants submitted user-generated content (UGC) and shared why they loved Western Star trucks. We leveraged this UGC on social media to promote the community and share user stories. Winners were then chosen to attend the event. This initiative significantly boosted brand awareness and community engagement, and we continue to grow this community year after year.

2. Actively Engage with Your Community

At Adcom, we believe proactive community management is crucial for activating brand fans. This involves active social listening and then responding to comments, sharing user posts, and interacting with relevant content. When brands are active with their community on social media, it encourages more frequent engagement. This approach can not only increase your following but also build loyalty and trust.

We’ve found that this approach can also encourage more UGC, which brands can then share on their own profiles. Posting UGC provides authentic content that reflects real user experiences. When followers see genuine usage of a product, it helps them visualize how they can incorporate it into their own lives. Fans across industries value this authenticity, which helps build a positive reputation.

3. Develop Strong Influencer Relationships

Leveraging influencers is one of the best ways to activate your fan base. Influencers can bridge the gap between your company and potential consumers. They have a pulse on what users want to see, and they can help amplify your brand to their audience.

Here are a few tips for working with influencers:

• While you are community building, keep an eye out for potential influencers that your audience is following. Listening to what resonates with your target audience can help you select the right influencer.
• Some influencers may have a larger audience on Meta, while others are more popular on TikTok. Take notice of which platforms your fans use.
• People trust influencers for their authenticity and trusted opinions. When partnering with an influencer, give them creative control to best engage their audience and promote your brand.
• Maintaining influencer relationships is essential, even without active campaigns. Engage by commenting on their posts, sending swag, and reposting their content. This strengthens their bond with your brand and encourages ongoing support.

We’ve seen a lot of success with influencers in our Star Nation Experience campaign for Western Star. By researching individuals our audience follows and trusts, we contracted influencers with high engagement rates among our target demographics. Their videos reached audiences beyond our followers, and as a result, we saw a substantial increase in link clicks and applicants.

Developing an Engaged Social Presence for Your Company

Getting followers to actively support your brand on social will take your accounts to the next level. There are many ways to mobilize your fan base, but building a community within your current followers should be your first step. Then, consider leveraging influencers and hosting contests to grow your audience and increase brand loyalty.

While there are countless opportunities for growth on social media, it’s essential that your company has a strategy for it. Once you have built a passionate audience, make sure that you have a plan to amplify their voices so everyone can see them raving about your brand.