Social media is a must for any business. We have all heard that businesses use social media to increase brand awareness, connect to their audience and create engagement. But how do you increase brand awareness on social media? How does a brand successfully engage with an audience? How do you achieve these goals simply by posting content on social media? And which one should you target first? In this article, we will review different ways agents can get their name out there and inspire their audience to engage. Why Do Brand Awareness and Brand Engagement Matter? One of the basic principles of marketing on social media is brand awareness. It essentially consists of making sure your audience knows you exist. When brand awareness is talked about the phrase \u201ctop of mind\u201d comes up. This means when your audience decides to buy a product or service, you come to their mind first. In order to achieve this goal, you need to post consistently on social media. Brand Awareness is defined as: How familiar your audience is with your brand. Different Types of Content on Social Media Unfortunately, the amount of organic content on social media is low. Many agents post random content hoping to somehow have a social media presence. They do this because they are told to. However, there are different types of content you can share on social media: Content to Entertain (Engage) Agents can post content that appeals to their audience and entertains them. They share for the purpose of entertaining their audience. And the posts do not necessarily have educational value. They can be about the agent\u2019s personal life and habits, fun facts, memes, etc. This type of content usually builds trust and makes the brand a different type familiar business for the audience. Entertaining content probably will get you likes and shares, increasing Brand Engagement. We all tend to share content we find interesting, funny, or entertaining. This will in turn increase your reach when your audience shares your content with others. However, keep in mind, given the nature of your audience and who is interested in your business, it is unlikely people will continue to follow you for strictly entertaining content. Read More: Understanding Marketing Funnels in Real Estate: How to Differentiate Direct Marketing from Brand Marketing Content to Educate (Awareness) This type of content is actually the most powerful. It is also one of the hardest types of content to make. Educational content is usually used to wrap the pitch in information rather than merely hitting the audience in the face with promotional messages. According to Sprout\u2019s 2018 social index brand awareness is social marketers\u2019 top priority. Although many of your audience might still be able to see the promotional aspect of the educational content, this type of content shows your audience that your account is worth sticking around for. As a result, consistently sharing educational content is a must. It is essential if you wish to get more followers (prospects that stay with you). Content to Inspire (Trust) This type of content is shared so that it resonates with your audience and gains their trust. Customer testimonials as a form of social proof, stories of success and failure, and challenges are all in this type of content. Their main goal is to gain your audience\u2019s trust and create empathy. Content to Convert (Sales) We all are familiar with this type of content. Unfortunately, social media is full of targeted direct sales and promotion. The main goal is to sell. This does not mean you should not have such promotional and direct content But you should not overdo it. In fact, only 20% of your content should be directly related to sales. Consistency with the Educational Content When you start to share some educational content and let it go, you fail to continue the spark you have created in your audience\u2019s mind. You will be forgotten. Irregular sharing equates to being forgettable. However when you share educational content regularly your audience knows you as: A positive sourceA thought leader That's when people decide to follow you for more educational content. Promote a Culture of Engagement In order to get other experts in your field to share your content, you need to do the same with their content. Promote the culture of engagement. You can\u2019t simply expect others to engage with your content. In this way not only you help your audience with more educational content, but you also encourage others to return the favor so that you reach their audience. In Conclusion Successfully creating brand awareness and engagement on social media involves commitment, understanding, and effort. The information provided here gives inspiration and instruction. Hopefully, after reading this, you feel that much more confident that you can rule real estate on social media.