What does “Brand Awareness” mean?

Brand awareness is the extent to which people can identify or recall a brand by its name, logo, product, or messaging. It plays a critical role in influencing consumer trust, loyalty, and buying behavior—especially in crowded markets.

The more recognizable a brand is, the more likely people are to choose it over unfamiliar competitors, even if the alternatives are similar.

Example

"Our campaign focused on brand awareness to make sure people thought of us first when shopping for skincare."

What are ways to use “Brand Awareness” on social media?

Social media platforms are ideal for building brand awareness through consistent posting, visual identity, storytelling, and engaging content. Campaigns focused on reach, impressions, and viral trends are typically aimed at boosting brand visibility.

Influencer partnerships, hashtag challenges, and behind-the-scenes content are also popular strategies to increase awareness and familiarity.

Pro Tip

Use top-of-funnel strategies—like paid reach campaigns and shareable content—to build brand awareness before focusing on conversions.