Harnessing social media: building your brand from scratch

There's no denying that social media platforms such as TikTok, Facebook, and Instagram have revolutionised the way we market and communicate with our customers.

Harnessing social media: building your brand from scratch

I’ve been fortunate to experience the journey of brand-building in the digital age. In the last three months, through the power of social media marketing and online content creation, Hagley West has gained 800,000 followers on social media, 5,946 new customers, sold 8,888 watches and turned over $1.1m. We’ve obliterated our 2023 targets, and it’s not even Q3.

There’s no denying that social media platforms such as TikTok, Facebook, and Instagram have revolutionised the way we market and communicate with our customers. Businesses need to recognise that these platforms are no longer optional for growth; they’re integral tools for businesses aiming to create a substantial and lasting impact in their respective markets.

Three months ago, I went all in and tried to break into the US market and tested the capabilities of social media to help grow the Hagley West brand. My son and I relocated to New York and spent 12 weeks creating content, going from city to city to connect with our audience and build our platform. The results, as I stated earlier, have been unbelievable. 

Two years ago, I sold my house and moved into rental accommodation to follow my dream of trying to grow a global watch brand from my kitchen. By utilising the power of social media platforms and creating unique content, me and my team where able to achieve exactly this. 

The power of TikTok

Over the past few years, TikTok has emerged as a platform for businesses to engage with customers in a more casual and interactive manner. Short, engaging video content is king on TikTok, and it’s crucial to ensure that content catches the viewers’ attention in the first 3 seconds. We’ve found that developing an emotional attachment between audience and brand has resulted in deep and long-lasting connections, sparking genuine interactions and excitement. The popularity of our ‘Find Tim’ challenges grew rapidly, resulting in our TikTok account developing at an unprecedented rate.

We also use TikTok to share behind-the-scenes content, such as giving followers a glimpse into our business operations, as well as sharing our successes and failures. This helps the audience feel connected to our brand on a personal level. Our ethos is ‘Love Your Journey’, which is all about enjoying the process and overcoming adversity to triumph. My audience love to watch our journey building Hagley West, and I enjoy hearing how our audience connects to ‘Love Your Journey’ on a personal level. The key takeaway from our TikTok strategy is that by being transparent with our journey we have managed to develop emotional depth with our audience.

Facebook: building communities

In the last year, the organic reach of Facebook reels has completely changed, opening up a whole new opportunity for businesses. In the last 2 months, we’ve have gained over 700k followers on Facebook by consistently reposting our TikTok content as reels. The age of the audience on Facebook is broader than TikTok, meaning that we have managed to build a far more relevant following more suited to those purchasing our watches. With almost three billion monthly users, Facebook is a platform that you must utilise.

Instagram: A picture is worth a thousand words

Instagram is the epitome of visual storytelling, and just like Facebook, the recent introduction of reels has expanded our organic reach. Consistently positing content and reels has resulted in our Instagram account growing from 20k to 200k since January.

Each social media platform offers unique benefits and opportunities.  When these platforms are used effectively and cohesively, they can significantly enhance your brand’s visibility and customer engagement, just like they have mine. 

It’s essential to remember that while these tools are incredibly powerful, they are just that: tools. The real magic happens when you stay true to your brand’s values and mission, engage genuinely with your audience, and strive for continuous improvement. As we continue to navigate the ever-evolving landscape of social media at Hagley West Watches, these principles remain our guiding light.

Remember, building a brand is a journey, not a destination. You need to build depth with your audience by offering value, and that will result in growth.

Tim Hayden
Tim Hayden

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