Let’s start with a straightforward question: does your brand create content for social media? Probably yes. The posts, stories, and reels published by your brand compete with millions of other content for your audience’s attention. But, in this battle for reach and impressions, you lose the true essence of social media, which is establishing a dialogue with people and creating a relationship with your consumers.
Today we leave aside the traditional KPIs used to calculate engagement and focus on the value that drives sales and increases loyalty: brand love.
What is brand love and why it is important
Brand love is the culmination of a company’s efforts to prioritize an emotional connection with its customers. It is about creating experiences that resonate deeply with the audience and leave a lasting impression. When customers feel an authentic connection with a brand, they become more than just consumers, but loyal advocates of the brand’s message and values. Having a psychological connection with your consumers not only helps build the consumer/brand relationship but also drives sales across the organization.
From Simple Brand to Love Brand
At Territory, we deal with metrics and measurement every day. After careful selection, a thorough brief, and meticulous content and community management, measurement is a key part. We provide the brands we work with with key data to understand and improve their strategy, as well as valuable insights into their consumers.
Engagement, reach, conversions, and increased followers are important metrics to understand campaign performance. But one of our number one goals has always been to transform the clients we work with from mere brands to love.
Want to learn more about becoming a love brand? Watch our comprehensive webinar on the subject!
How to measure consumer’s love: True Brand Engagement
That’s why we at Territory felt the need to create a new KPI, which could give us a reliable value on consumers’ love for that particular brand. This KPI is called TBE – True Brand Engagement. A qualitative metric that quantifies the emotional value of a post, campaign, or profile.
The TBE measures the emotional connection between sender and recipients using a meaningful value scale and can be calculated individually for each brand and channel.
To find out how we calculate TBE, download our new eBook now for free!
What are the levers to grow True Brand Engagement
There are three main levers to increase your brand’s TBE:
- Investing in scalable Influencer Marketing: influencers have become powerful allies in the quest for brand love. By partnering with influencers who align with their values and target audience, brands can amplify their message and reach new heights of engagement. However, the key is to focus on scalable influencer marketing strategies that prioritize authenticity and long-term relationships over quick deals.
- Engage in active community management: Building a thriving community on social media is not limited to posting content, but requires active engagement and genuine interaction. Brands that invest in community management initiatives, such as responding to comments, hosting live Q&A sessions, and facilitating user-generated content, foster a sense of ownership among their audience.
- Valuing relevant social media content: In the age of information overload, quality trumps quantity. Brands should focus on creating content that resonates with their audience on a deeper level. This means understanding their preferences, pain points, and aspirations and adapting content to authentically address them. By providing relevant and compelling content, brands can capture the attention and affection of their audience, sparking brand love.