Unlocking the secret to optimal audience engagement isn't magic—it's strategic. A recent study revealed 75% of consumers prefer brands that interact on their favored platforms. It's not just where you say it, but how and to whom. The trend leans towards personalized and direct engagements, making platforms like Instagram and X (prev. Twitter) invaluable. Even legacy brands are adopting real-time interaction. Be where your audience is, speak their language, and watch the magic unfold.

Think of a brand as a friend. If a friend communicates with you consistently, sharing stories and responding in a way you're familiar with, it creates a comfortable, trustworthy relationship. Similarly, a brand maintaining a consistent tone of voice across social platforms becomes like a reliable friend to its audience, creating a sense of comfort and trust that encourages ongoing engagement and loyalty. For instance, if a brand known for its witty and lighthearted tone suddenly switches to a formal, corporate tone, it may confuse or alienate its audience, much like a friend acting out of character might concern those around them.

Creating and maintaining a clear brand persona influences how your business communicates and differentiates itself. It's important to think of your core values that your brand prioritizes. Is it innovation, tradition, sustainability? You need to think of the target audience as well, because who you talk to will greatly impact your message and tone of voice.

Also - take in account the emotional connection - what kind of emotions do you want to create? Do you want to inspire them or comfort them, amuse them or make them wonder?

So you've started your business and you want to get on social media. What's next?

The first step is figuring out your audience. Who are they? Where do they spend their time online? What kind of content do they like? If you're targeting teens, TikTok might be the way to go. Want a community feel? Check out Facebook. For quick feedback, Twitter is a good bet. If you have a cool cafe or product to show off, Instagram or Pinterest could be great choices. And if you're all about business? LinkedIn is your spot.

Find where your audience hangs out and you'll be on the right track.