Social Media Hard Truths
Hard Truths About Social Media
Social media has forever changed the way we communicate and interact with each other. Because of platforms like Instagram and TikTok, we can connect with friends & family around the world, discover emerging brands and new content creators, and even learn a new skill in a way that was never possible before. As a business owner, social media has become an essential way to stay connected with your customers -- but social media is only effective if you approach it in the right way. So in honor of Social Media Day, we are exploring some hard truths about social media and how to leverage it for your marketing strategies.
Authenticity Over Automation
Long gone are the days of social media “hacks”, such as batch scheduling content or only engaging on your Instagram 30 minutes before you post. The truth is, there is no secret formula to beat any social media algorithm. The only way to attract your target audience is to consistently engage with your community and create authentic content that shows your brand values. So watch Instagram Stories, leave meaningful comments, engage with content using relevant hashtags & geotags, and create fun & interactive content (more on that later!).
Lastly, and perhaps most importantly, stop sharing/scheduling Instagram content to simultaneously post to Facebook and Twitter. It’s important to create content that matches the platform you are posting to -- for example, your Instagram audience may be interested in beautiful imagery, while your Facebook audience is more interested in educational content. So it’s crucial that you are mindful of the audience you are speaking to on each platform and that you schedule your Facebook content using Facebook Business Suite and Twitter content through Twitter itself (or a compatible scheduling tool).
Key Takeaway: Engage, engage, engage!
Value Is More Important Than Perfection
It’s a hard pill to swallow, but it’s true; people are now very selective of who they follow on social media. Your content strategy should respect that by making sure you only share posts that bring value through inspiration, aspiration, education, and entertainment. In this post-pandemic era, consumers have become much more conscious of the brands they support. So your content should reflect who you are as a brand and what you stand for. People value authenticity over perfection, and so should you.
Key Takeaway: Stop posting just to post and start posting with purpose.
Vanity Metrics Are Dead
Social media KPIs have changed quite a bit over the years, and it’s no longer all about your follower count. There are actually multi-million dollar businesses that have less than 10,000 followers, and there are companies that are struggling financially but have 500,000+ followers. In this day and age, community is much more important than your follower count. Building meaningful relationships with the audience you do have and creating purposeful content will drive reach and engagement for your brand, and over time, that will translate into traffic and sales.
Key Takeaway: Put meaningful content and authentic engagement at the forefront of your marketing strategy.
Adapt or Be Forgotten
Social media is very fluid and is constantly evolving. You and your team must be willing and equipped to adapt quickly as platforms release new updates. Think of it as an opportunity to refresh your content and engage with your target audience in a more creative & innovative way. So don’t be afraid to dabble in Instagram Reels, use all of Instagram’s Story features & stickers, or post to Facebook Stories. You must adapt to the ever-changing landscape of social media, but remember to be strategic about it.
Key Takeaway: Let your marketing + content strategy be fluid.
It’s Not Going Anywhere
The world of content has been shifting to digital for several years now, but the pandemic really fast-tracked that shift. As we all adjusted to self-isolation and working from home, digital media became the main source for us to consume content. So in this post-pandemic era, traditional media and marketing tactics will no longer cut it. We can expect to see significantly fewer print ads, TV commercials, direct mailers, and radio advertisements. However, we will definitely see an increase in social media content (TikTok, Instagram, Facebook, etc), influencer marketing campaigns, digital & paid social ads, video marketing, and digital media placements.
Key Takeaway: It’s time to rethink your marketing budget and invest in social media experts who can support your marketing needs.
Although social media is no longer a new concept, it is still changing every day. The strategies that worked a year ago are radically different from what works now. The rise of conscious consumerism has paved the way for both small & established businesses to reach new heights through authentic and creative content, meaningful engagement, and value-driven marketing strategies. It may be difficult to stay on top of the ever-changing social media landscape, so if you have any questions about strategy, social media marketing, or content creation, contact The Nix Company.