On Brand by Aliza Licht

Author:Aliza Licht [Licht, Aliza]
Language: eng
Format: epub
Publisher: Union Square & Co.
Published: 2023-04-04T00:00:00+00:00

THE OTHERS

YouTube is a great but mature platform, which means that it’s very hard to grow organically there anymore. In my view, having an effective YouTube strategy is too heavy of a lift for an individual who doesn’t want to be a full-time content creator. Even though YouTube has added short-form vertical video to compete with TikTok, its main offering is still longer-form horizontal vlogs. “How-to” or product review type of content works best here.

I barely use Facebook, and most brands today primarily use it as a paid strategy, not an organic one. That said, Facebook groups are still a thing, and if your brand or product makes sense to be consumed in that type of community, then it can be effective.

Pinterest is your online mood board, and they’ve been making moves of late, acquiring different companies and perfecting their game of pinned aesthetic. Many people use Pinterest to repurpose content they have already posted elsewhere and then drive organic traffic back to their other accounts (backlinking each post). But honestly, there are only so many hours in a day, so unless you have a social media team handling this for you, it’s not realistic.

You can also have a paid social plan on any of these platforms without really having an organic presence. Both Pinterest and Snapchat are great examples of this type of strategy. This means you can run ads on the platforms but don’t actually post organically.

There are, of course, other platforms like Twitch, Discord, Clubhouse, Be Real, and the list goes on. Decide where your time and effort are best invested. But if you build your personal brand on one platform, you’re putting an incredible amount of trust into that platform. (Cough, cough MySpace.) Remember that the more control you give these social media platforms over your personal brand, the shakier the ground you’re on. Too many people I know have been locked out of their social media accounts for days, or their accounts have been disabled for some unknown reason. Imagine that you’ve spent years cultivating a community only to one day have it disappear in a second. Don’t risk that happening, so make sure your personal brand on social media is diversified.

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