Social media platforms are constantly evolving. And it can sometimes be a little tricky to keep up. One week you may notice new audio features. The next, you’ll see creator collaboration tools – but which trends should your business use to improve your social media marketing?
Here’s a roundup of social media marketing approaches that are worth exploring to help your business.
By working across social media platforms, Creators – who you may have once called influencers – can help promote your business, and there certainly isn’t a one-size-fits-all approach. From Gen Z to Gen Y; casual to professional; each creator is different, so the first step is identifying which influencer/s speak to your target audience.
Try partnering with a few local or micro-creators to start building better brand awareness – and increasing sales too. Micro-creators aren’t people you might think of as traditionally ‘famous’. Rather, they have engaged followers, interested in the content they share – whether that be related to fashion, cooking or sustainability, for example. You’ll need to put some time into searching for creators relevant to your business’ niche, and further time reaching out to secure a partnership. And if you’re lucky enough that your product/service is used regularly by someone with a large following, make sure you explore that partnership too.
Here, you’ll need to also decide how you want to pay for a creator’s service. Whether you offer direct payment, gift your product/service for them to experience, or offer them a discount code, decide what form of payment you can offer before reaching out.
While photos are faster and easier to generate, you should carefully consider how video marketing could benefit your business. In fact, 85% of marketers say short-form videos are the most effective format on social media.
And video marketing doesn’t need to be complicated. You can begin by using your smartphone to film product teasers and how-to guides to build brand awareness. Or you can encourage your audience to share user-generated content for you to repurpose too. Whether it’s a video of them using your product/service or a video of them sharing a review, you can share these videos on your own channels. Just don’t forget to tag each customer.
Did you know, on average, only 1 in 19 followers see organic content – posts shared for free – on Facebook? So, it’s no surprise that paid advertising is important for not only reaching new customers, but connecting with existing customers too.
And paid advertising doesn’t have to be expensive; you can sponsor organic posts directly within your Facebook or Instagram feed, adding as much or little budget as you like. Small budgets can go a long way, especially if your targeting is right – so set a plan first, and make sure you really know your audience. No matter what budget you use, you’ll be able to leverage each social media platforms’ algorithm and internal data to reach new audiences. So, paid advertising is an easy, cost-effective way to connecting with a wider audience, before you’re able to hire a dedicated marketing team.
New content formats appear constantly on social media. Keeping an eye on up-and-coming updates – and finding out to best use them – will help your business make the most of what social media has to offer. Here are a few platform updates you can explore right now:
Pinned posts aren’t new on Twitter, but other channels are following suit. Now, you can pin up to three posts at the top of your Instagram grid, to give you more power over your content’s display in an effort to create a more customisable grid.
Since the launch of Instagram Guides, Instagram is no longer the place for only short-form content. With the inclusion of blog-like pieces right within the platform, users can scroll through a seamless flow of content, accompanied by commentary. So, this format provides an opportunity for you to share product/service highlights, FAQ guides and so much more.
If you’re looking to gather your community in one place, Facebook Groups are the way to go. By creating a Group for your business, you can gain valuable insights and engage with your customers in one place. And Groups are optional to join, so they’re an effective way to speak to people who are genuinely keen to connect with your business.
With social media platforms rolling out new updates all the time, how can you keep up in the future? https://www.socialmediatoday.com/ is a great place to keep an eye on how the social media landscape’s changing. And, even better, you can subscribe so important updates are delivered straight to your inbox.
Just getting started advertising on social media? Read our top tips for a successful launch.