If you’re not marketing your brand on social media, you’re doing marketing all wrong. Considering there are over 2.38 billion Facebook users worldwide, 1 billion people who use Instagram every month and 77% of consumers are more likely to buy from brands they follow on social media, brand awareness on these platforms should be a large slice of your marketing pie.

However, marketing on social media isn’t the same as marketing via other channels—and your customers will quickly lose interest if you don’t hit the mark. So with that in mind, let’s take a quick look at the basics of social media brand awareness—what to do and what to avoid.

Don’t sell your stuff—instead sell your brand.

Social media marketing is about building brand awareness through connections. Trying to sell your stuff constantly will just come off as spammy so think content, not advertising. It’s important to note also that just building your following isn’t enough. You need engagement—as in, you need people commenting and sharing your posts, not just looking at them. This is what makes the quality of your content so important. Here are some tips for nailing your content marketing strategy if you know this is an area you need help with.

Don’t be a robot—instead humanise your brand.

Unless you’re selling robots to robots, your brand voice matters. Consumers are more likely to engage with posts that have personality and character or use humour and emotion in ways that simulate a human being. This aspect of social media brand awareness is about connecting with your consumers in a more personal way in order to (hopefully) retain their loyalty.

Don’t rely on one approach—instead mix it up.

Social media users aren’t silly. They know that your constructed brand personality is an avatar. Yet they still have a basic urge to connect with like-minded people and they can’t resist a bit of banter. Still, the best way to build and maintain social media brand awarenessis to diversify your approach. Write and post helpful blogs, chat with them through Instagram stories, share that funny meme and talk to them about how your products can help them. This is what will essentially help you build momentum with your brand on social media and keep it firing.