By Steph Jones

Navigating the Social Media Landscape: Challenges and Opportunities for Large and Small Brands

January 2nd, 2024
4 min read

There's enough space on social media for both large, well-known brands, and smaller newcomers to flourish.

In the vast world of social media, both large and small brands face their unique set of challenges and opportunities. While larger brands have the advantage of already being well-known and popular offline, smaller brands have the chance to carve out their niche and connect with a targeted audience. Let's explore how these factors play out and the tactics that can lead to social media success for both types of brands.

Large Brands: Making Waves in the Social Sphere

Established brands have a head start when it comes to growing their social media presence. Their existing reputation and loyal customer base provide a natural boost to their online following. Some key advantages large brands enjoy include:

Big Marketing Budgets:

With well-established marketing collateral and the ability to invest heavily in paid promotions, large brands can make a significant impact with their content and reach a broader audience.

Loyal Fan Base:

Having a strong community of loyal followers provides an edge in achieving organic reach and engaging a wider audience.

Focus on Creativity:

Large brands don't need to spend time introducing themselves to the audience. Instead, they can concentrate on creating captivating and inventive content that resonates with their followers.

Let's take a closer look at two prominent examples:

Dove, a beauty product company, leveraged its established reputation to gain over 27 million likes on Facebook. They connected emotionally with their audience through powerful beauty campaign videos, sparking widespread sharing and engagement.

Nike, an iconic brand, has embraced mobile and social media to maintain its position as a leader in the industry. With a sizeable market eager to identify with the Nike identity, they focus on segmented strategies tailored to different groups within their diverse market.

However, managing such a massive community requires careful timing and well-crafted strategies for each social platform. While large brands have their advantages, keeping up with the ever-changing demands of social media remains a challenge.

Small Brands: Embracing Social Media Opportunities

For smaller brands just starting on social media, building a following from scratch can be a challenge. But, with a clear understanding of their target audience and compelling, shareable content, they can thrive and establish their unique identity. Key tactics for small brands include:

Shareable and Value-Adding Content:

Great content that resonates with the target audience is vital, whether it's humorous, informative, or thought-provoking.

Embrace a Human Voice:

Smaller brands can stand out by adopting a friendly and approachable tone, creating genuine connections with their followers.

Utilise Social Media Tactics:

Competitions and boosted posts are effective tools for generating engagement and increasing visibility.

Hyper-Targeted Marketing:

Narrowing the audience to a specific group allows smaller brands to reach a relevant and engaged audience effectively.

Innocent Smoothies is a prime example of a small brand that flourished on social media by embracing a chatty and down-to-earth approach. Their unique identity and engaging content quickly set them apart and drew a large following.

Final Thoughts: The Right Strategy for Success

Ultimately, the key to social media success lies in understanding the audience and crafting tailored strategies. Large brands can capitalise on their reputation and budgets to reach a vast audience, while smaller brands can create intimate connections and engage with their targeted market. By adopting the right tactics and consistently delivering valuable content, brands of all sizes can make a lasting impact on social media.

Steph Jones.
Steph Jones

Head of Social

A hands-on Head of Social, with extensive experience across Charity, Retail and eCommerce, both agency side and client side, with brands such as WWF, Virgin Pure and Purity Brewing. Steph considers all facets of the customer journey through social and paid media, as well as creating engaging content in line with the business goals to capture attention and convert audiences.