From a consumer’s POV, there’s no better feeling than when your favorite brand slides into the comment section of your own post. But what exactly is it that they’re trying to accomplish here?
Proactive outreach is a strategy that brands use to stay top of mind, as well as engage with users. On top of being one of the easiest (and free!) ways to get a brand’s name out there, content consumers always get a kick out of it.
How does proactive outreach work?
Proactive outreach is a strategy where brands comment on content that is relevant to their audience’s interests. Having a strong social listening strategy is crucial to understanding your audience online. Knowing what your followers are searching for can help a brand better tailor content to better perform with consumers. While there are a number of strategies for helping the organic growth of a brand online, proactive outreach is definitely one of the most simple ways to get started.
At Likeable, strong proactive outreach is consistent in the voice and tone used across all social media content. This consistency makes it clear that, even when the content isn’t your own, it’s still relevant to your brand and allows users to make a positive connection. When it’s clear that the voice and tone aren’t aligned with what it usually sounds like, users will feel less inclined to engage with the comment or view your pages. Proactive outreach is as simple as commenting on a relevant TikTok or Tweet, which will keep your brand top of mind to existing and new consumers.
Why would a brand conduct proactive outreach?
Simply put, it’s free and easy. Consider this a “you miss 100% of the shots you don’t take” moment for your brand.
It’s important to keep in mind that not everything will go viral, but any new, organic reach can be a win. Especially for smaller or newer brands. If one comment could get an extra hundred thousand people seeing your page, isn’t it worth it? In general, proactive outreach increases your chances of finding new audience members without having to create more content. When these outreach comments take off on viral posts, the number of people viewing your commentary increases astronomically—expanding your visibility past your current audience and breaking into new markets and content niches.
It’s also helpful during a lull of sharing content, as an easy way to continue keeping your audience active and engaged with your comments. By giving users something to interact with, they can continue to like, share, and start conversations.
What does successful proactive outreach look like?
We have a ton of examples! As long as your comments are true to your brand values, all outreach comments are successful, whether they yield one or one hundred thousand return engagements. That being said, we always love to show off our clients’ names in the spotlight.
Outreach can, and should, be conducted across all social platforms, but TikTok is where we typically see the highest number of return engagements. 56% of users say they feel closer to brands they see on TikTok, so being present in the comment section is a beneficial tactic for forming that relationship with your audience. In fact, there are a ton of ways to make sure your brand is making the most out of TikTok. That being said, wherever your audience is, is where you should be.
Not only are we social experts, but our team of social media managers never miss the mark when it comes to diving into exploring your brand’s voice for outreach. If you’re looking for some help getting this organic strategy up and running, the Likeable team is ready. Reach out to us here, and we’ll get your brand in tip-top social shape.
