From Facebook to Instagram, Pinterest to YouTube, social media has taken the world by storm. But have you ever wondered how can your business can leverage the power of social? It’s one thing to create a business account, but then what? There is an art to cultivating a loyal audience and constantly creating new content, not to mention, understanding the ever-changing algorithms. Here are five social media secrets you need to know.
1 It works differently for everyone
While many claim to have a silver bullet for gaining followers and creating a huge social following, there is no golden rule. The truth is, social media works differently for everyone, depending on the industry you are in, the budget you have, the amount of time you can invest and the audience you are chasing. What you need to focus on is creating and posting the right content, whether it’s words, video, images, podcasts, gifs or memes, for your audience at the right time.
2 Engagement rules
Gone are the days when everyone was chasing the biggest reach and the largest following. Now, everyone wants what it is hard to find – engagement. This metric is often used by popular platforms like Facebook and Instagram to describe how your audience interacted with your content. Did they like it, comment on it, share it? Or did they just scroll past it? Your aim shouldn’t necessarily be to reach the most people, instead you want to create content that resonates with your audience.
3 Your strategy will always change
There is no hard and fast rule when it comes to posting to social media, thanks to the changing algorithms. Even when it feels like you’ve got it all figured out, the platform can change, and you can find your strategy isn’t working anymore. That’s why you constantly need to review your strategy. Dig into your analytics and find out when your audience is online, see what your best (and worst) performing posts are, and check out what your competitors are doing. Unfortunately you can’t just set and forget when it comes to social media.
4 Create a brand personality
At the end of the day, you want people to interact with your small business on social media, in order to grow your digital footprint, your website traffic, your sales and your brand. In order to develop a relationship with your target audience, you need to create a brand personality. This will influence the type of content you publish, the way you write and even the colours, fonts and logos you use. It will largely depend on the type of business and audience, but you need to make sure it’s consistent across all social platforms and your website.
5 Watch for algorithm changes and trends
Social media is a moving object. It’s important to keep up to speed with what’s happening, including current trends and algorithm changes. The better you can understand the different platforms, the most robust social media strategy you’ll be able to create. Each platform will be unique and you’ll need to do your research regarding the types of content, including the optimal sizes and file types, when to post and how often. There are plenty of social media websites and groups that keep on top of this information that you can follow.