Leveraging Social Channels Can Increase Your Visibility and Broaden the Reach of Your Messaging
Brand awareness is the foundation of successful marketing. If people don’t know who you are, they can’t buy from you. In a time when consumers are constantly exposed to content, social media marketing stands out as a powerful way to gain visibility and establish connections.
More and more, marketing agencies push social media marketing strategies because they allow brands to show up in the digital spaces target audiences regularly visit, creating opportunities for frequent, engaging, and meaningful interactions.
After examining the role of social media in brand development and promotion, we’ll take a deep dive into specific tactics and trends.
Why Social Media Matters for Brand Awareness
Social media platforms often serve as a first impression for many customers. Whether it’s discovering a brand through a TikTok video, seeing a sponsored post on Instagram, or reading a tweet that went viral, these digital touchpoints represent the first step in forming a connection.
Social media marketing allows for two-way engagement as well as exposure. Likes, comments, shares, DMs, and even user-generated content create a feedback loop that builds trust, credibility, and relatability. And in 2025, relatability is the name of the game — consumers want to see themselves in the brands they choose.
How Social Media Drives Brand Awareness
Visual Identity Reinforcement
Consistency is key when it comes to visual branding. Platforms like Instagram, Facebook, and Pinterest rely heavily on visual content, so they’re ideal for reinforcing your brand’s identity. By using consistent colors, fonts, logos, and tone of voice, users will start to recognize your posts, even before they see your handle.
Social media marketing agencies can help you create a cohesive visual identity across your social feeds. This helps build memorability, which is one of the most important components of brand awareness.
Viral Content and Shareability
Social media thrives on content that can be easily shared. Viral moments — whether planned or organic — are a fast track to brand visibility. Think short-form videos, meme-style graphics, entertaining or emotional stories, and peeks behind-the-scenes. User-generated content, like customer testimonials or unboxing videos, is another powerful tool that boosts reach and authenticity.
For example, many people across the globe discovered a small used car dealership in New Zealand simply because of a short video featuring dancing salesmen and Beyoncé’s “Partition.” The right content, tone, and format can elevate even the smallest brand to international recognition with guidance from the right marketing agency.
Targeting and Retargeting
Social platforms give brands laser-precise targeting capabilities. Through demographic and psychographic filters, interest categories, and behavior-based tracking, social media marketing agencies can help businesses reach their ideal audience. Custom audiences and lookalike audiences further refine the reach, allowing you to promote your brand to people who are statistically most likely to engage.
This kind of advanced targeting helps showcase your brand to the people most likely to care — a key step in building awareness.
Engagement and Community Building
Brands that engage in real conversation build trust with their audience. Responding to comments, reacting to DMs, resharing user content, and even commenting on other brand posts helps humanize your presence. Community management is more than just customer service — it’s a branding tool. Hashtag campaigns, creator collaborations, and social contests ideated by the right marketing agency can deepen relationships and expand your reach.
5 Emerging Social Media Trends for 2025
1. Short-Form Video is King
TikTok, Instagram Reels, and YouTube Shorts continue to dominate. These snack-sized videos are perfect for increasing brand recall. It only takes a few seconds of entertaining, on-brand content to stick with someone for days.
2. AI-Generated Content
Brands are starting to experiment with AI tools to create branded visuals and animations. When used ethically and transparently with guidance from a reputable social media marketing agency, AI can help streamline production and keep your content calendar fresh.
3. Influencer Micro-Campaigns
Micro and nano influencers — people with smaller but highly engaged followings — are driving major brand awareness results. These partnerships feel more authentic and accessible to consumers, and they typically cost less than celebrity endorsements. A great social media marketing strategy can utilize these influencers to reach their highly targeted, niche audiences.
4. Social Commerce and Shoppable Posts
Platforms like Instagram and TikTok are leaning hard into shoppable features. With built-in product tags and native checkouts, users can discover and buy products without leaving the app. It’s a frictionless journey from brand discovery to purchase, all under the umbrella of social media marketing.
5. User-Generated Content and Brand Advocacy
Nothing builds awareness like word-of-mouth. Encouraging customers to post about your brand — and then resharing their content — creates authentic visibility. User-generated content as part of your social media marketing strategy acts as both social proof and a free marketing tool.
Platform-Specific Social Media Marketing Strategies for Brand Awareness
Different platforms serve different audiences and require tailored approaches. Here’s how brand awareness strategies from a marketing agency may vary.
- Instagram and Meta: Ideal for storytelling, product promotion, and influencer collaborations. Leverage Reels and Stories for short-form content.
- TikTok: Great for trend-based content, humor, and behind-the-scenes insights. Focus on authenticity.
- LinkedIn: Best for B2B visibility, thought leadership, and company culture content.
- Pinterest: A powerful tool for long-term brand discovery, lifestyle alignment, and visual search.
- X (formerly Twitter): Great for building a brand voice, reacting to trends in real time, and engaging in public conversation. However, the marketing ROI for this channel is on the low end.
How to Measure Social Media’s Impact on Brand Awareness
It’s tempting to focus only on follower counts, but that’s not the full picture. High engagement — not just high visibility — is the true measure of your marketing agency’s success for your social media marketing strategy.
Key metrics to track:
- Reach and impressions: Shows how many people see your content.
- Engagement rate: Displays how many Interactions per follower.
- Likes, comments, and shares per post: Signals interest and conversation.
- Mentions and hashtag use: Indicates community participation.
- Video views and completion rates: Tells you how engaging your video content is.
- Follower growth over time: Helps gauge long-term interest in your brand.
The right combination of metrics will depend on your goals, but in general, you’re looking for signs of visibility and interaction.
Meet Your Audience Where They Are
Social media is more than just posting content and hoping it magically turns into sales; it’s about connecting with your audience in a way that’s authentic and showcases your brand. As social media continues to evolve and expand, the part it plays in your brand awareness strategies will only keep growing as well.
Embrace trends and relatability while staying true to your business identity and you will find success in your social media marketing. The right marketing agency can help you achieve your goals and reach your target audience.
Amanda Williams is a digital copywriter with a decade of professional writing experience. After years as an award-winning newspaper journalist in southeast Kansas, she evolved her career into copywriting after moving to Kansas City in 2019. She takes a holistic, user-centric approach to develop content that resonates with client audiences. When not crafting copy, Amanda can be found catering to the whims of her dog and cats or dominating during game night.
