Producing high-quality social media content that helps your brand stand out can feel like a never-ending job.
Yes, consumers are spending increasing amounts of time on social networks. And in theory, this should make capturing their attention easier for your business. Nevertheless, they’re also interacting with more and more brands. Plus, they’re actively using these platforms for product and brand research, as well as shopping.
Most brands are aware of these consumer behavior trends. And they’re significantly increasing their marketing budgets. According to the 2025 State of Marketing report from HubSpot, 92% of marketers plan to maintain or increase investment in brand awareness.
With all this in mind, it’s safe to say that cutting through the noise will take much more effort than ever before. Fortunately, you can reach, engage, and even convert customers via social media. However, the only effective way to do so is to focus on brand and product differentiation.
So, if you wish to use social media to showcase your unique selling points (USPs)—the specific customer-focused benefits that set your brand and products apart—and convince your target audience to choose your brand, here are the best tactics to incorporate into your social media strategy.
Produce Content That Discusses Your Product’s USPs
There are many ways to go about brand differentiation. While some require complex tactics and involve several constituents, others are quite simple.
When looking for ways to stand out on social media, the best way to start is to invest in content that directly discusses your product’s unique selling points.
Keep things simple. Directly address product standout product features and benefits. Say why they’re different from anything else currently available in your target market. And talk about how your offer aligns with your target audience’s pain points.
This may seem like a superficial way to market your solutions. Nevertheless, it works — primarily because 73% of consumers want brands to show they understand and care about their needs.
For instance, check out how Topview AI does this on YouTube. Knowing that its audience needs an effective and budget-friendly way to shoot product videos, it created a 46-second video that highlights the unique ways its solution removes this pain point. The video is concise and straightforward, yet it does a marvelous job of elevating product understanding, highlighting Topview’s unique selling points, differentiating the product from other options in the market, and incorporating an effective CTA into the video to encourage free trial sign-ups.
Still burning money on models for product shooting?
Source: youtube.com
Tastefully Compare Your Products to Competitors’ Solutions
Focusing on unique product characteristics can help you stand out on social media. However, it may not be enough to differentiate your brand — especially if you’re targeting consumers populating the mid stages of the buyer’s journey.
According to consumer behavior data, people are actively comparing solutions before buying. And they’re not afraid to dig deep.
But, while you could wait for them to visit a price or product comparison website (between 19% and 33% of people do this when researching purchases), there’s a much better way to establish your offer as the best one for their needs.
By tastefully comparing your products to competitor solutions with social media content, you can easily point out unique selling points that align with your audience’s wants and needs.
For instance, check out how SodaStream does it on Facebook. Knowing that its target audience appreciates that its product provides an environmentally friendly way to enjoy delicious sparkling beverages, the business created a series of images highlighting the positive impact consumers can make by switching from bottled soda to SodaStream.
Source: facebook.com
Humanize Your Brand
Most consumers follow brands on social media. Seeing as these platforms have become an integral part of people’s buying journeys, that doesn’t come as much of a surprise.
But while your audience may be happy to keep in touch via social networks (primarily to keep up with new products and exclusive offers), they’re not that interested in being bombarded with sales-oriented content.
Instead, the 2023 Sprout Social Index discovered that consumers want businesses to be authentic, human, helpful, and transparent.
So, if you want to differentiate your brand or products, it might be a good idea to invest in social media content that features a human touch. The good news is that there are two different yet equally effective ways you can do this.
On the one hand, if you want to highlight your brand’s humanity, it’s always beneficial to place the spotlight on your team — not least because research shows that consumers trust brand experts with experience in their field of interest.
This social media tactic can also help you associate your business and services with real people. This can be a great way to build relationships with future customers.
For instance, if you check out Armra, you’ll see that it uses LinkedIn to do precisely this. The brand’s Employees tab is well-populated, showing what role each person plays on the team. But, perhaps even more impressively, the content it shares regularly features employees, highlighting their role in the company and emphasizing their expertise.
Source: linkedin.com
On the other hand, you can also humanize your brand by focusing on your audience and describing your relationships in an authentic way.
Somewhere, for example, regularly shares video interviews with its candidates. Sure, this allows the brand to emphasize the quality of service it offers. But much more importantly, it differentiates the brand’s services from all other options in the outsourcing industry. It clearly shows that Somewhere treats its candidates as valuable team members rather than faceless remote workers.
Source: instagram.com
Interact with Followers in a Meaningful Way
Another excellent way to differentiate your brand — especially if you’re looking to emphasize its humanity or dedication to customer experience — is to invest in community building.
Ultimately, building and nurturing relationships with your prospects is more than just a great way to convert new customers. It’s also the key to earning their loyalty, which is particularly important considering that 71% of people are actively changing their spending habits.
While there are several ways to build a strong community that will transform buyers into champions, the easiest way to do it is to interact with your followers in meaningful ways.
According to Hootsuite’s latest report, 41% of organizations have been testing proactive engagements. The returns of such a social media strategy include increased brand visibility and strong growth in terms of community.
So, if you want your business and products to stand out, explore opportunities to communicate with your followers.
Providing visible social support — like Topicals does by answering customer questions on Instagram — can be one of these tactics. It’s an exceptional way to emphasize your dedication to customer satisfaction. Plus, it can be a great differentiation method, considering that 60% of consumers have purchased from a brand solely based on the service they expected to receive.
Source: instagram.com
But, of course, you can get much more proactive, which will give you greater returns.
You can take inspiration from brands like Victoria’s Secret, which regularly leave comments on relevant creator videos. VS knows that it’s an excellent opportunity to build relationships with its target audience — even when the posts themselves have nothing to do with the brand or product it sells.
Source: tiktok.com
Give Your Customers a Voice on Social Media
Incorporating social proof into your social media marketing strategy is an exceptional method of brand and product differentiation.
After all, research clearly shows that user-generated content (such as reviews and user mentions) is far more trustworthy and authentic than branded content. But it’s also worth noting that your audience will actively seek out this type of content during the evaluation and purchase stages of the buyer’s journey to check whether your solutions fit their needs.
Consider giving your customers a voice via social media. This can help you emphasize the quality of your products and CX as well as establish your reputation as a credible and user-first brand in a sea of competition.
The easiest way to incorporate this tactic into your social presence is to allow (and encourage) your customers to upload photos and videos along with their reviews.
For instance, WholeWoodPlayhouses understands that its target audience wants real-life product photos to gauge which of the brand’s products meet their needs best. By encouraging customers to upload multimedia content along with their feedback, the brand is effectively creating a library of authentic UGC. This is a great way to differentiate its solutions and encourage potential prospects to convert. Take a look at the example below:
Source: facebook.com
Of course, there are other ways to give your customers a voice.
For example, Little Spoon understands how important customer feedback can be for product development. So, instead of making guesses in the dark, it proactively asks social media followers to send in their opinions on potential smoothie flavors. This allows the brand to test new ideas with minimal risk. It also makes the brand’s customers feel appreciated, as they play a direct role in developing new products that match their expectations.
Source: instagram.com
Alternatively, you may opt to go all out. Brands like Equator Coffees regularly allow customers to “take over” their accounts, creating a beautiful community-building opportunity for people to share their coffee rituals. This engaging tactic is a great way to build relationships. Much more importantly, it differentiates the brand from its competitors by showing that it understands the diverse needs of its audience and is fully dedicated to creating a high-quality product anyone can enjoy in their preferred manner.
Source: instagram.com
Create Visual Uniformity Across Your Content
Although a lot of the tactics discussed so far rely on investing in the right type of content to showcase your unique selling points via social media, it’s important not to forget about the role of visual branding in brand and product differentiation.
Essentially, getting consumers to choose your brand and products over your competitors necessitates some degree of familiarity. (In fact, high levels of familiarity can allow you to always win in races against competitors due to the mere-exposure effect).
Sure, you could try to build that familiarity via a rich social calendar or heavily investing in paid ads. However, you might be able to achieve equally impressive results simply by creating visual uniformity across your content.
By creating visual patterns with your social presence, you won’t maximize your followers’ chances of memorizing your brand and content. But much more importantly, you’ll create a type of familiarity that will make them biased toward your brand — especially if your competitors don’t have such a structured approach to your content.
For instance, check out how Eden Emerald Buyers Agent employs this tactic in its social strategy. By adapting all of its posts to align with a specific template (which includes recognizable visual branding elements), this business makes it super-easy for followers to recognize its content. Furthermore, it’s worth noting that the brand’s memorability significantly boosts its trustworthiness. That’s a great way to encourage conversions through differentiation — especially in highly competitive markets like real estate.
Source: instagram.com
Create Video Content Featuring Your Products
Lastly, if you want to stand out on social media — especially in 2025 — you will have to invest in video.
Ultimately, video content has been the most effective social format for the past few years, and research shows that consumers want even more of it.
Fortunately, if it’s differentiation you’re after, video can be super-effective at helping you reach your goals. It’s engaging. It’s great for maximizing product understanding. Plus, it can help you highlight your brand’s personality, allowing you to project an authentic and relatable persona your audience is bound to remember.
Of course, how you incorporate video into your strategy will hugely depend on your budget.
For example, you might opt to do something similar to SopranoVillas. This business regularly takes its followers on “tours” of its properties on Instagram and Facebook, knowing that these types of videos do a far better job of depicting the experience the brand offers compared to both images and text.
Source: instagram.com
But remember, you can do just as much with a far lower budget — especially if you invest in unboxing video content or resources that educate your audience on how to use your products.
If you check out the Fibery YouTube channel, you’ll see that it’s filled with such videos. They all aim to position the business as a customer-oriented brand by helping customers extract more value from their purchases.
Source: youtube.com
Final Thoughts
At the end of the day, standing out on social media is one of the best ways to grab and retain your ideal customers’ attention.
By incorporating the tactics discussed in this article, you’ll have a much higher likelihood of differentiating your product and brand. You’ll also gain priceless opportunities to address your USPs in a way that aligns with your target audience’s expectations, making it easier to build relationships and boost conversions.
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Featured image by Freepik.
