Effective Social Media Strategies to Foster Customer Loyalty and Engagement

Overview of the Webinar

On July 13, 2026, NAVICUS, a Tokyo-based company specializing in communication support services for businesses and local governments, hosted a free webinar titled "Harnessing Social Media for Continued Purchases: Building 'Familiarity' to Enhance 'Expectations' and 'Trust' with Fans." This event aimed to explore the impact of social media on building relationships with existing customers and its essential role in encouraging repeat purchases.

Background of the Event

Social media has emerged as a crucial tool not only for attracting new customers but also for fostering deeper connections with existing clients. According to NAVICUS's research, 30.1% of individuals who follow official brand accounts have been making continuous purchases for over a year. This statistic indicates that about one-third of existing customers are already connected with brands on social platforms.

However, many companies express doubts regarding the effectiveness of their social media operations in driving repeat purchases. The webinar addressed this issue by presenting research data and successful case studies to illustrate how social media can enhance relationships with existing customers.

Two Critical Functions of Social Media

The webinar emphasized two primary roles of social media: attracting new users and deepening relationships with existing customers. By focusing on communication with established customers, brands can nurture understanding and loyalty, fostering a strong connection through consistent interaction.

Approximately 70% of users who follow a brand's official account engage with posts by liking, commenting, or reacting in some way. This highlights the importance of treating social media as a platform for two-way communication, not just one-sided information sharing.

Building Expectations, Familiarity, and Trust

One of the key themes discussed in the webinar was how continuous interaction on social media cultivates "expectations," "familiarity," and "trust" with the brand, ultimately encouraging further purchases. It was stressed that brands should not limit their social media efforts to merely broadcasting product information but should aim to build long-lasting relationships through consistent communication with their audience.

Practical Insights Into Instagram Operations

The latter part of the webinar provided valuable insights into using Instagram effectively. Attendees learned about designing posts that encourage interaction with users, key points for managing corporate accounts, and planning content strategies that align with predicted social media trends for 2026.

NAVICUS suggested a posting balance as a guideline for nurturing customer relationships: 3 posts aimed at enhancing expectations, 4 posts designed to build familiarity, and 3 posts focused on fostering trust, forming a ratio of 3:4:3. The emphasis on posts that build familiarity is essential as they encourage comments and direct communications, laying the foundation for continuous engagement.

Conclusion

Social media serves as a vital communication channel for not only acquiring new customers but also for enhancing relationships with existing ones, facilitating repeat purchases and building brand loyalty. During the webinar, NAVICUS shared insights based on research and practical success stories on how companies can effectively utilize social media to cultivate relationships with their fans.

Moving forward, NAVICUS will continue to host webinars focused on social media marketing and community building, providing valuable support to social media managers across various industries.

For more information on the webinar, visit NAVICUS Event Page.

About NAVICUS

NAVICUS is dedicated to supporting companies and local governments in communication strategy design, focusing on creating 'fans'. With expertise in consumer business sectors like manufacturing, retail, and gaming, as well as navigating complex corporate approval processes, NAVICUS enables customized strategic planning and operations. As of May 2025, the total number of followers across client accounts surpassed 101 million. In December 2023, NAVICUS joined the PR TIMES group, expanding its support capabilities significantly.

Services Offered

- Communication strategy design
- Campaign planning and execution
- Management and support for social media accounts (X, Facebook, Instagram, LINE, TikTok, YouTube, Discord, etc.)
- Web advertising operations
- Planning and execution of fan events (offline events and live broadcasts)
- Hosting marketing seminars
- Effectiveness analysis of communication initiatives
- Community support tailored to gaming and entertainment industries
- Hometown tax marketing support
- Social media promotion for local governments
- Support for Instagram recruitment endeavors
- Comprehensive consulting for IT and web services