Becoming a social media challenger brand

In reality, every brand wants to be a challenger. The idea of doing more with less appeals to everyone - whether you are a start-up or a category leader. 

But, to punch above your weight you need to behave in a way disrupts the category. In product development, in how that product gets to your customers and in how it is communicated. 

Our focus is on the latter, specifically, how challenger brands should behave on social media to make sure they win more attention than their budget could buy. 

When we hear the term 'challenger brand' we think of brands that are young, loud and maverick. That may be the case, but more importantly each challenge the conventions of their category. 

They offer a new paradigm. A change in business model that is disrupting the old order. Uber brought taxis to your door, Dollar Shave Club introduced a mail subscription service - challenger brands change their category. 

Finding your compelling point-of-difference is the foundation on which your challenger brand behaviours are built.

A common characteristic of challengers is the strength of their brand narrative. To win customers from the category-leader requires a clear story about what you offer that no other brand in the category does.

If you can communicate that proposition in simple terms that clearly communicates value to the customer, it will help in building trust and encourage trial.

Challenger brands naturally have smaller budgets than the market leaders they are taking on. So, when it comes to marketing, every communication needs to tell that story with ruthless consistency.

Make sure that your brand's visual language and tone-of voice is delivered in every execution, ensuring the brand is immediately recognisable in every touchpoint.

People don't fall in love with brands that just sell. In order to inspire fandom with your audience, your story needs to be delivered in content that feels authentic and real. 

Think about what you can do as well as what you can say. Often the strongest social content is created off-the-back of a disruptive IRL stunt. 

Challenger brands who win are those who spend their limited time and resources doing the right things. If you do try to do too much, you'll likely come up short. 

Be prepared to sacrifice the social media channels least likely to win for you. Then focus all of your energy on those as your absolute priority.

Legacy brands tend to confuse influencers with media space - resulting in bland 'brand-out' messaging that doesn't flex for each influencer's particular talent and audience. 

Rant over. 

Think carefully about how each collaboration could communicate the brand story in a way unique to that individual. From giving them the keys to your social media channels for a takeover to them co-leading your next NPD, there are options a lot more interesting than a giveaway. 

Challenger brands tend to illicit stronger 'fandom' relationships with their audience. Social media channels offer the ability to nurture that devotion.

Consider conversation and engagement with your community as a daily priority. Be proactive, eye-level and honest when speaking to them and that energy can drive your growth. 

One of the advantages challenger brands have over more established competitors is a low centre of gravity - smaller, more nimble marketing teams enable quicker decision making and speed of creativity to social media. 

Make the most of that advantage by reacting with urgency to cultural moments that resonate with your audience, taking every opportunity to land your brand message in cultural spaces that feel relevant.

Identifying brand partners who share a challenger outlook can enhance your visibility and credibility. Collaborations can open doors to new audiences, extends reach and strengthens brand positioning.

Approach brands that are complimentary in terms of product or service, then work together to find a creative execution that brings value to both brand communities. 

Social media moves rapidly. Challenger brands can make gains by being nimble and regularly adjusting their strategies in order to continue reaching and engaging with their fans. 

Regularly review social data, draw insights and redirect where you need to be spending time if that is necessary.