Strategies for Integrating Social Media into Brand Experiences

In our hyperconnected world, crafting engaging brand experiences has become more crucial than ever. Social media stands at the forefront of digital activations, serving as an essential tool for brands aiming to engage meaningfully with their audiences. By the end of 2024, over five billion people will use social media worldwide, with projections indicating this number will surpass six billion by 2028. The ever-expanding audiences on social media offer brands a unique opportunity to integrate these platforms into their customer experiences seamlessly.

Social Media Integration Explained

Social media is an essential part of an omnichannel approach to digital marketing. Incorporating platforms like Facebook, Instagram, LinkedIn, TikTok, X (formerly Twitter), Pinterest, and Snapchat into your brand experiences ensures a cohesive and compelling narrative across all customer interactions.

By leveraging the tools that keep everyone connected, brands can spark conversations, extend explorations, and craft service experiences. Integration amplifies reach, deepens customer engagement, and allows opportunities for measuring customer experiences.

How to Integrate Social Media into Experiences

Incorporating social media into your brand experiences involves a series of deliberate steps. Below are key strategies to create memorable and impactful events and campaigns.

Share a Pre-Event Countdown

Building anticipation is critical. In the days leading up to the event, share a countdown on your social media platforms to build excitement. Link these posts to your event registration page, enabling viewers to sign up for reminders effortlessly. The countdown clock and automated event reminders help keep your event at the top of everyone’s minds.

Link to Socials on the Event Landing Page

The landing page for your experience is a crucial touchpoint in setting your event's tone. Ensure your social media buttons are prominently displayed on the landing page and invite users to share the event with their networks. This simple step significantly amplifies your event’s visibility and attendance by encouraging organic reach. Additionally, consider integrating social media feeds directly into the landing page, allowing potential attendees to see real-time updates and buzz around the experience.

Create an Event Hashtag

Something simple, clever, and easy to remember helps gather content related to the event. Activate your hashtag for before, during, and after the event. Offer sneak peeks before and during event experiences, and keep the buzz going afterward. Invite attendees to share photos and videos of the experience for an opportunity to be showcased during the event. The goal of event hashtags is to cultivate excitement in the community that extends beyond the scope of the event.

Encourage and Showcase User-Generated Content (UGC)

User-generated content (UGC) is a goldmine for brand authenticity. Leverage your event hashtag to identify UGC and showcase it during the event on a display screen or social wall. Repost your content as stories on Instagram to further amplify its impact and reach. Curate and share UGC that aligns with your brand’s values and exudes the spirit of the experience, allowing those who could not participate to engage vicariously through the attendees.

Partner with Influencers

Influencers can add substantial value to your event by contributing credibility and reach. Research influencers who resonate with your target audiences, reach out and invite them to collaborate with you on unique experiences. In addition to financial compensation, consider offering exclusive content or behind-the-scenes access for them to share with their followers, fostering a sense of exclusivity and anticipation around the experience. Invite influencers to host live sessions or question-and-answer segments, providing their audience with interaction opportunities.

Live Stream the Experience

Live streaming offers an exceptional opportunity to expand your event's reach beyond its physical attendees. Consider live-streaming special elements like guest speakers, a guided exhibit walkthrough with an influencer, or hands-on product demos. These activities facilitate real-time conversation and enable remote participation for those unable to attend in person.

Create Post-Event Highlights

Don’t let your content get lost in the feed after the event. To maintain excitement and share thrilling moments from the event, create Instagram highlights to keep your content accessible and engaging. Additionally, consider repurposing event highlights across other platforms to extend viewership. For example, share key moments and testimonials in a LinkedIn post, create a Pinterest board with images and infographics from the experience, and make a Facebook event album where attendees can tag themselves.

Share Event Surveys

Gathering feedback is crucial for continuous improvement. Share post-event polls to gauge attendees’ thoughts and opinions. Include closed- and open-ended questions like “What was your favorite part of the event?” to understand what resonated most with your audience.

Social Media Integration with Hamilton

Incorporating social media into your brand experiences is a powerful way to create lasting connections with your audience. To take your brand experiences to the next level, consider partnering with experts who understand how to blend social media with immersive event strategies seamlessly.

Hamilton is a full-service event marketing agency with a 75-year legacy creating immersive brand experiences for companies throughout North America and around the world. We design, produce, and execute integrated experiences – exhibits, events, environments, and digital solutions – that drive meaningful connections between your brand and your audience.

Written by Taylor Bisson, Hamilton Senior Marketing Strategist