Branded Posts Are Owned Media With No Advertising Costs
Branded Posts Are Owned Media With No Advertising Costs To You Wherea
Branded posts are owned media with no advertising costs to you whereas ads on social media platforms are paid media, such as pay-per-click or sponsored posts, which have a cost. For this assignment, focus on branded posts and select two different social media platforms to construct a specific branded post for each. What is the user persona for your venture in the context of social media? Keep your user persona and SM target audience in mind when crafting these branded posts. Next, complete a media plan for each, to include choosing the media mix and creating a schedule for postings.
Paper For Above instruction
Introduction
In the digital age, social media marketing has become a pivotal component of brand engagement and customer relationship management. Among the various strategies employed, branded posts—organized and consistent content published directly by brands—serve as a low-cost, highly targeted form of owned media. Unlike paid advertisements, branded posts incur no additional costs for placement, which makes them a strategic asset for businesses seeking organic growth and authentic engagement. This paper explores the creation of effective branded posts across two social media platforms—Instagram and LinkedIn—by tailoring content to specific user personas and designing comprehensive media plans that maximize engagement and outreach.
Understanding the User Persona and Target Audience
An essential phase in developing effective content is understanding the target audience through detailed user personas. For this venture, the primary target includes young professionals aged 25-35 with an interest in health and wellness, residing in urban areas. These users are digitally savvy, active on social media, and responsive to authentic, visually appealing, and informative content. The persona, “Emma,” exemplifies this segment: a 29-year-old marketing executive committed to a healthy lifestyle, interested in sustainable products, and seeking inspiration from social media to incorporate wellness habits into her busy schedule.
On Instagram, the primary audience consists of millennials and Generation Z users who favor visual storytelling and influencer marketing. Contrarily, on LinkedIn, the demographic comprises professionals and business leaders who value thought leadership, industry insights, and professional development content. Therefore, the branded posts need to be crafted specifically to appeal to these distinct yet overlapping groups, aligning with their preferences and behaviors.
Branded Posts Development
For Instagram, the branded post centers around a visually compelling image of a sustainable yoga mat paired with a caption emphasizing eco-friendly practices and a call to action encouraging users to share their wellness routines using a specific hashtag. This aligns with Emma’s interests in sustainability and fitness, leveraging aesthetic visuals and inspirational messaging.
On LinkedIn, the branded post involves a professional infographic highlighting the benefits of corporate wellness programs, featuring statistics and testimonials. The accompanying text promotes thought leadership in employee health initiatives and invites engagement through comments and shares, appealing to Emma’s professional environment.
Media Plan and Schedule
Media Mix and Allocation
For Instagram, the focus is on organic content, supplemented with user-generated content (UGC) and periodic stories. Engagement will be driven through hashtags, mentions, and collaborations with micro-influencers in the wellness niche. The frequency is planned at three posts per week, alongside daily stories to maintain visibility and interaction.
On LinkedIn, the content strategy emphasizes original articles, infographics, and industry insights. Company page updates will be scheduled twice weekly, with engagement encouraged via comments and group discussions. Thought leadership articles will be published bi-weekly, fostering credibility and professional sharing.
Posting Schedule
The schedule for Instagram begins with a new branded post every Monday, Wednesday, and Friday at optimal engagement times, typically late morning or early afternoon, based on platform analytics. Stories are posted daily at midday to capitalize on peak user activity.
For LinkedIn, posted content will be scheduled on Tuesdays and Thursdays mornings, aligning with professional users' typical browsing habits. Articles and infographics will be distributed every other week, ensuring sustained engagement and positioning the brand as an authority.
Evaluation and Adjustment
Monitoring engagement metrics such as likes, shares, comments, and follower growth will guide ongoing adjustments to the media plan. Feedback will be incorporated to refine content strategies, optimize posting times, and enhance audience resonance.
Conclusion
Branded posts offer a cost-effective avenue for building brand presence and audience engagement on social media platforms. By understanding the distinct user personas and tailoring content accordingly, businesses can maximize the impact of their owned media. A well-structured media plan with targeted media mix and strategic scheduling ensures consistent outreach, brand loyalty, and organic growth without additional advertising expenditure.
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