Amie Caswell is Head of Social Media and Creators at the DTC paint brand, Lick. As well as taking the interior design world by storm, Lick’s mission is to make decorators feel confident. To do this, they produce fun, engaging and educational social content which has helped them build a loyal, vibrant online community.
On our podcast, Ecommerce Marketing 101: How to Scale Your DTC Brand, I spoke to Amie about how she built Lick’s organic, community-focused social presence. We discuss how they successfully launched on TikTok, why they use in-house influencers and how they were approached by Heinz for a partnership. Keep reading to find some tips that you can use to start building your brand’s community on social media.
🎧 Listen to Amie’s original interview on our podcast: Ecommerce Marketing 101
🎥Watch Amie’s full interview on YouTube.
Amie’s key takeaways from the podcast
Here are some of Amie’s key takeaways for building a community on social media:
- Become a knowledge hub for your audience: Become a knowledge hub for your industry and create content that’ll genuinely help your audience.
- Use internal influencers: Use the expertise of your team to create social content. This puts a face to your brand and strengthens trust between you and the consumer.
- Build a community on TikTok: This is arguably the best channel to quickly build a community. It’s cost-effective and TikTok champions authentic ‘unpolished’ content—meaning you can easily test what does and doesn’t resonate with your audience.
- Balance brand and entertaining content: Strike a balance between brand-focused and entertaining content (like funny trends and memes). You can continuously evolve content based on your audience’s response.
- Incorporate customer feedback: Listen to customer feedback and make adjustments to your products where necessary. Your community will appreciate the fact you’ve listened to them.
- Partner with community creators: Collaborate with creators already using your products and help tell stories that align with your brand.
- Partner with other brands: If it's relevant, look out for brand partnership opportunities. These will be mutually beneficial to you and your partners, and might help you pick up some media coverage—perfect for raising brand awareness.