Marketing Mix: Facebook & Instagram tools to know your audience & build your brand image


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Since 2019, overall engagement on Facebook and Instagram has declined dramatically. With new platforms like TikTok taking center stage and less than favorable algorithm updates on Instagram, small businesses face the challenge of gaining substantial organic traction on both platforms.


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Nonetheless, both platforms provide a unique environment where you can build relationships with consumers and increase brand awareness using the right tools.

Get to know your audience with social media tools

Before we discuss how to increase story views and post engagement, you should know your public. Everyone has a different audience and your content should take that into account. When creating content, focus on creating a recognizable brand that will appeal to your target audience to deliver the best and most interactive experience. Here are two ways to get to know your audience:

Ask your subscribers

Ask your followers what they like, what they don’t like, or what types of content they like the most. If your goal is to create a brand image and increase engagement, you need to know your audience; the best way to do that is to ask them.


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Here are some tips to keep in mind when using stories to get to know your audience:

Polls: You can use history polls in a number of ways. You can ask for feedback, ask questions, and educate your audience about your brand.

Quiz: You can use Facebook and Instagram quizzes in your stories to familiarize your audience with your brand. Some quiz options include Three Truths and a Lie, a Winning Challenge (i.e. free prize or tips), guessing games, and more!

Use your knowledge

Try to use the free tools that Facebook and Instagram provide with your Insights. The insights allow you to visualize and analyze different metrics to determine which of your posts is driving the most engagement. Insights is an objective, data-driven tool to help you understand what type of content you need to create more often to drive brand growth. Here are some useful metrics you can use to measure and monitor your account engagement:


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To reach is the number of unique users who viewed your post or story on any given day.

Impressions are when a user views one of your content. Impressions don’t tell when someone is interacting with your content or if it’s a new viewer.

The higher your reach and impressions, the better. They mean that you have piqued the curiosity of your audience.

back are story specific and indicate increased interest in your previous post, perhaps something you need to develop.

Forwards, next story and exits are all indicators that your audience doesn’t find your story interesting. The higher these numbers, the more interest you lose.

Calls, emails, driving directions, website clicks and link clicks are important steps to consider for small businesses trying to divert social media users to another platform such as a website.


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You know what your audience likes: what now?

Once you understand what your audience wants to see, the next step is to embed your branding. How you brand your content is up to you, but it needs to be consistent across all channels for a high-quality omnichannel branding experience. You want your content to stand out when people are scrolling. Here are some ways to include your branding in your social media content:

Establish your color scheme and fonts

Here’s a tip: Use Pinterest for inspiration with color palettes if you haven’t established a color palette already. Always use one or two fonts: one for headings and another for body text.

Create days (or events) your followers can expect

Consider creating something that your followers can look forward to (for example, Question Thursdays where followers have the opportunity to ask questions about your brand through stories). Giving your followers something to look forward to means they’ll be watching your posts on these days.

Look for collaboration opportunities

Explore partnership opportunities with brands that target similar audiences. Partnerships are a great strategy for acquiring new customers and building engagement.

When using Facebook and Instagram tools, you have the ability to get to know your audience and create content that matters while increasing brand awareness.

Contact Northern Commerce for unique information and advice on your digital marketing plan.




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