In this episode, Mari-Liis and Laura from Powerful Marketers discuss whether companies with multiple brands should have separate social media accounts or keep everything under one umbrella. The hosts emphasize the importance of considering all aspects of content strategy before making any permanent decision about rebranding. The outcome of creating new channels depends on the target audience and the goals of the brand. The hosts advise listeners to consider several factors before making a decision that has the potential to reduce the current following.
This is not a one-size-fits-all type of situation. If brands have different focuses, goals, values, etc., then it makes sense to separate the accounts for clarity. But if the brands are intertwined or are both connected to a similar topic, then the target audience is most likely the same, and therefore it is wise to pool your efforts.
However, before creating new accounts on social media, bear in mind that starting from scratch TODAY is significantly more complicated than years ago and it requires a proper advertising budget. Organic reach tends to be incredibly low, especially on Facebook. Also, it is important to remember that your workload will most likely increase with more accounts to handle: you need more designs, more posts, etc.
If you decide to separate social media accounts, repetition in communication is key! Announce the launch of the new page and continue sharing valuable posts about that brand on the main company’s account. Keep cross-marketing each page and let new followers know how your communication is structured.
In conclusion, if you have multiple brands within your company, then carefully analyze the target audiences, values, and goals of each brand before you decide to separate their marketing. More accounts mean more confusion for your customers and also more work for you. But if the brands do serve different target audiences, then definitely do it!
Quotes:
- “The first thing to consider is the target audience. If those brands have different target audiences then of course it makes sense to separate them. But if the target audiences overlap then I don't think it is wise to dilute your efforts and separate them.” - 00:02:41
- “If brands have different focuses, different goals, different values, different target audiences then separate them.“ - 00:03:40
- “If the brands are aligned with their values and target audience and goals and everything that we just discussed then it is not wise to separate them because on the one hand, it creates a lot of confusion for your target audience, which channel should they follow, and on the other hand it creates a lot of work for you as a marketer as well. And in addition to competing with all of your competitors, you will now start to compete with your second page on social media as well.” - 00:04:37
- “Starting a new page in social media from scratch today is much more complicated than years ago and it requires a proper advertising budget for sure.” - 00:05:10
- “In marketing, repetition is key so don't be afraid of repeating the same thing over and over again. On the contrary - if you just mention something once and never talk about it again, it will just be forgotten.” - 00:05:52
- “If you have multiple brands within your company then the first step would be to carefully analyze the target audiences, the values, and the goals of each brand before you decide to separate their marketing. Because more accounts mean more confusion for your customers and also more work for you. But if the brands do serve different target audiences then for the sake of clarity definitely separate them.” - 00:06:59
Timestamps:
- [00:02:41] Separating social media accounts according to the target audience
- [00:04:37] The disadvantages of separating social media accounts
- [00:05:52] Marketing strategy when separating social media accounts