Just like all things these days, the world of social media evolves daily. As marketers, it’s often difficult to keep up with the trends, stay ahead of your competition and talk to your audiences– not at them.
The most valuable currency for any brand is authentic content engagement. Engaging with audiences across the marketing funnel has become crucial in helping a brand create awareness, drive conversion and build loyalty. If you’ve been thinking about putting more of your marketing energy behind social media but aren’t too sure where to even start, don’t worry, we know you’ve got questions, and we’re here to help.
What Platforms Should My Brand Lean Into?
Facebook remains one of the most widely-used online time-sucking platforms out there, in fact 69% of all adults say they use it regularly.* So if you’re a brand looking to talk to the masses, Facebook is still a good place to start. But what many marketers don’t realize is a growing share of Americans say they also dabble regularly on Youtube, which is actually the second most utilized search engine behind Google. So it’s important to know that people aren’t just googling for information on brands anymore, they’re looking for content they’ll relate to (or laugh at…or cry at…) on Youtube, too.
If you’re looking to expand your brand’s social ecosystem even further, it’s also important to think about other platforms, most notably Instagram and Tik Tok, the latter boasting 1 billion monthly active users (100 million active users in the U.S. alone)!
How can I think social-strategically about my brand?
When consumers interact with your content on social media there’s lots of different ways to engage, so it’s important to first put the work to understand your audience’s behaviors. A smart social media strategy starts with building audience personas. Think about who you’re talking to now, who’s aspirational and what makes them tick. For example, if you’re talking to a young, digital native whose entire life revolves around social content then think about what they’d like and how they’d engage. Your goal for analytics (and ROI) is a combination of engagements, including likes/favorites, mentions, comments, DM (direct messages), replies, clicks, shares/retweets, and saves.
Should my brand really be considering Tik Tok?
During the global pandemic, Tik Tok took the social media world by storm, becoming a favorite platform for quarantine-ers looking for entertaining content all around the world. If you’re not on the platform you’ve probably still heard about it, and so have the 48% of U.S. adults between 18-29-years-old who use Tik Tok regularly. The platform provides a new space for users and brands to creatively express themselves through 60 second (or up to 3 minutes for those with good attention spans) videos. Users “subscribe” to certain hashtags based on their interests and intent on the platform, the algorithm is more likely to push the type of content that a user often explores.
So if you’re marketing to Gen Zs or Millennials and looking to be known for your authenticity or edge –– you’ll definitely want to consider adding the platform to your video content strategy, if you’re willing to experiment and test new methods. It’s become an essential part of any social media marketing strategy for brands of all sizes, including big names like NBA, Amazon, Chipotle, The Washington Post who are crushing it on Tik Tok via the most popular influencers and the most current trends.
How do I create social media content that stops traffic?
The higher engagement on a post, the greater the reach for your brand with your audiences, and the greater potential for more convertible leads. Make sure your voice is consistent across all your platforms, all the time. This doesn’t mean you have to post the EXACT same content everywhere, it just means you need to establish a tone of voice that feels authentic & unique, and then keep that thread going through everything you write and every image or video you produce & share. Facebook posts with images see twice as much engagement than those without, so make sure you’re putting in the time to do it right, whether you’re educating, entertaining or inspiring.
The minute your community starts to grow, make sure you embrace it. Respond to comments, reply to DMs, follow similar brands and like relevant posts. Seamless conversations in real time will help you be a bigger part of the conversation within your community, and remind people you’re always there.
What if I don’t have the time to manage my social platforms?
Try using a scheduling tool like Hootsuite or Later to help you schedule posts, and then go live your life. These platforms are super intuitive and definitely help make consistent posting a reality.
We’ve Got Your Back
Our marketing team at Koi-Fly works with brands everyday to help increase their engagement on social media. With our years of experience, we can enhance your strategy and take your social media presence to the next level.