With the emergence of new platforms for communication, hosted by the still-expanding world wide web, the way we conduct marketing has changed considerably—and this is especially true for brands. 

Before the advent of the internet, marketing was done primarily through print, television, and radio. Now though, digital marketing in the Philippines has broadened significantly, specifically on social media platforms. And that comes as no surprise since 82.4 percent of the country’s population use social media—and the time they spend on it increases every year. 

Unlike traditional forms of marketing, which can often be restricting, writing on social media is almost unconstrained. However, that doesn’t mean you can just say whatever, especially things that are offensive in nature.

This freedom in writing is what businesses find appealing when marketing on social media as it enables them to connect on a more personal level with users, particularly their target audience. But if you think that simply sharing your thoughts on social media will automatically make people flock to your business page, then you’ve got it all wrong. 

To attract people and effectively persuade users, you need to develop your messaging, which you use on your posts and published content, to one that catches their attention and maintains their interest. In order to do this, you need to follow a certain formula—established by top social media management agencies in the Philippines and around the world. 


Here are the qualities you need for a top-performing social media post:


Be casual.


If you want to connect to as many people as possible on social media, then there’s one thing that you should realize. It’s not meant to be a workplace or a professional setting, which means your approach shouldn’t be stiff, too formal, or authoritative. 

What you need to do is adopt a casual tone when talking to people—be it through posts, captions, videos, infographics, and other types of content. This way, they’ll be able to link with you on a personal level and not just the usual customer-brand dynamic.

Also, don’t post or create content with the aim of promoting your brand’s products or services—that should not be your primary objective. Putting that as the center of your messaging will only put off users. Instead, create to inform and give value. And rather than impress, try to put more effort into developing a relationship with your community. 

Doing the above will naturally increase your engagement, at the same time, it will improve brand loyalty and influence. And those are important when it comes to branding in the Phillippines!


Stay factual. 


As we all know, the internet is full of information. However, not all of what we come across online are factual. That’s why it’s necessary to always fact-check what you find and trace where it comes from. 

Making sure what you find and share online is legitimate and comes from a reputable source is not only a responsibility for individuals but more so for brands. Since brands have bigger followings and their platforms are more likely to be more influential, it’s paramount that they always distribute information that’s been verified and validated.

This will not only help in the battle against misinformation online but will also be beneficial for your brand, specifically when it comes to building brand trust. So, be responsible and don’t contribute to the culture of misinformation!


Add personality. 


If you want to really connect with users on social media, it’s important that you inject personality into your social media posts. Make it so that users are talking to another person rather than a machine or an automated chatbot. 

By doing this, you’ll appear more open, available, and friendly to people. You’ll establish your brand as one that’s easy to connect with and talk to, which will paint you in a positive light and add big points to how you are perceived. 


Be direct. 


If there’s something that social media users hate online, it would be being forced to run around circles. That being the case, you must keep things short, simple, and direct to the point as much as possible. This doesn’t mean that you can’t use words, it just means that you have to keep them at a minimum, or else you’ll lose users’ interest fast. 

What you can do is let the rest of your content do the talking—like videos, infographics, reels, and more. 


Always include a CTA.


If you’re posting on social media with the intent to market, then you shouldn’t forget to include a call to action (CTA). Ask them to like, share, follow, comment, participate in a discussion, or whatever it is you want them to do. 

However, what you don’t want is to appear overly promotional—sales-y as some might say. Keep things light, casual, and relatable as much as possible. Doing the opposite might put you in a bad light, after all. They might think that you have an ulterior motive. 

And another thing, don’t abuse CTA. Use it just once on your post or risk confusing users. 


Get personal. 


Instead of talking to your consumers and target audiences like an authoritative figure or formal establishment on social media, it’s best to communicate with them on a personal level. Always refer to yourself as ‘we,’ ‘us,’ ‘I,’ and your audience as ‘you.’ This gives off a sense of familiarity between you and the user, making it easier to create a bond. 

On top of this, using these pronouns makes the audience feel that they’re not only customers but part of a community, which is important on social media. 


Diversify your content. 


Although words are essential in effective marketing, that’s not all you need. You also have to make use of different media types to properly get your point across and keep your audience interested. 

So, be creative and create using whatever media type is available on your chosen platform. They can be in the form of videos, images, infographics, charts, reels, and more. Written content is also welcome, especially articles and blog entries. 


Wrapping Up


While a lot goes into creating a robust social media marketing strategy, writing is an indispensable part of it. After all, it’s what allows you to interact with your community. That’s why it’s important that you find your voice and continuously improve upon your messaging to better connect and, of course, reach the engagement, lead gen, and conversion goals that you’ve set for your brand. 

But apart from writing, you also have to put attention to other parts of your strategy, which includes search engine optimization, or SEO for short. SEO helps your websites and social media pages rank high on Google’s Search Engine Results Page enabling users to see it first, specifically if it’s relevant to their search. Reach out to SEO services in the Philippines if you need help or assistance with this one as it’s not something you can grasp in just a short time. 

For content help, you can get in touch with a creative agency in the Philippines. They’ll help you craft better content for your brand, at the same time, make you appear more desirable to consumers.