Building A Brand

In this blog, I’m going to share my journey of building a brand and how I’ve come to realise the importance of marketing and showcasing your brand through content creation. In today’s world, with the influence of technology and AI, it’s more crucial than ever.

During my internship and first full-time role in digital marketing, I was tasked with developing strategies to showcase a variety of brands and products to the public. At first, I thought it would be simple: photograph the product in a way that appeals to the target audience and post it online. But I quickly realised there’s so much more to it. From SEO and using trending keywords in captions, to choosing the right hashtags, location tags, posting times, and platforms — every detail plays a crucial role in getting your product noticed.

Through trial and error, I quickly realised how important all those factors are in driving engagement. When I followed the criteria — rather than just scheduling posts — I saw a significant difference in the results. I've always been passionate about technology and have witnessed the evolution of platforms, like how Musical.ly transformed into TikTok, which has now become one of the biggest platforms for showcasing content. This shift in the digital landscape sparked my interest in the field as I grew up. So I was more than eager to get involved and create content when I landed my first marketing job.

Curated content feeds.

In this digital marketing role, I was responsible for content across four different businesses, each offering a unique range of cosmetic or holistic products. I created a variety of content tailored to each demographic, adjusting the approach based on the platform. For example, TikTok's audience tends to be younger, while Facebook targets an older demographic, so the content had to be adapted accordingly.

TikTok content performance results.

One brand I particularly focused on was The Ear Seed Co, a holistic ear seeding company that sells ear seeds — acupressure beads applied to pressure points in the ear. These pressure points are linked to different areas of the body and can be used to target and alleviate health conditions like migraines. I chose TikTok as one of the primary platforms to promote this product, and as you can see from the results, the videos performed exceptionally well in terms of brand visibility and engagement.

Even though the content was filmed on my personal phone, I managed to make the videos feel personal from a buyer’s perspective. By combining this approach with current trends and content I personally enjoy watching, I was able to achieve great results. One video reached 5 million views in just over a week, and several others even appeared under the search bar. We received all sorts of comments, from curious inquiries to people who simply found the product entertaining.

One key takeaway I learned from this role is that all engagement is valuable. Whether people are commenting negatively or out of curiosity, every interaction boosts the engagement rates, allowing brands to get noticed. This is a lesson I’ll carry forward as I create future content, using these principles to elevate brands.

Overall, this experience has strengthened my understanding of digital marketing and highlighted the power of social media, trends, and engagement in building and promoting a brand. This is why I believe social media to be one of the most effective methods for marketing products and connecting with a wider audience.