Whether you’re an agent or a business, social media is still the best platform to showcase your expertise, knowledge, and skills. These core platforms (Instagram, Facebook, LinkedIn, Youtube, TikTok, + X) allow you to organically reach a wider audience while staying front and center of your primary sphere of influence.

A big trend this year has been a shift towards personal branding, focusing more on the individual and less on the organization. Personally, for my own brands, I’ve found growth and sales much easier on personal accounts than polished brand profiles. With that in mind, here are a few recommendations on building your brand on social media.

1. Be Unique

Identify what distinguishes you from others in your field. Tailor your content and messaging to revolve around this unique value proposition. For instance, if you’re a real estate agent specializing in Mount Pleasant, your value proposition might revolve around your intimate familiarity with the area. If you have a favorite hobby or active lifestyle, be sure to include that right alongside your business.

2. Be Consistent

Consistency is key, both in your posting schedule and visual branding. Regular posting shows that you care about your clients and business, while also netting you more reach with new prospective clients. Try to make sure your imagery looks polished and intentional, and ensure visual elements such as colors and fonts align with your brand personality.

3. Share Compelling Content

Share content that is informative, engaging, and relevant to your niche. Support and celebrate other local businesses. Showcase your expertise, provide unique insights, and deliver value to your audience. You want to captivate and educate your audience through your posts, stories, and reels while actively participating in the larger community.

4. Engage

Engaging with your audience helps build meaningful relationships. Authentically respond to comments and messages, showing a genuine interest in your followers. Reach out to new subscribers immediately with a thank you and an offer to help. You might be surprised how easy it is to build business relationships or add value.

5. Utilize Paid Advertising

Create at least a few videos every year that are designed to double as a paid ad in our local market. It’s the best way to build brand awareness and the best ROI when it comes to driving traffic and conversations.

Of course you’ve probably heard most of these tips, and realize it’s easier said than done. At the end of the day building something is better than nothing, but not at the expense of your brand. If you are at that point where you are too busy or simply not interested in playing the social media game, hiring an account manager is a great marketing investment. As I always say, “the crazy thing about marketing is that it works.” When your business is humming along, don’t forget to invest back into it to stay top of mind and set yourself up for success for years to come.

Andy Lassiter is the owner and CEO of Keen Eye Marketing. You can find HIS personal brand on Instagram at @lassiter.keeneye.