It’s not hard to get lost in social media. Is its purpose solely for memes and wipeout videos? Is it a business tool that should be taken seriously? Or could it be an entirely alternate reality from the one we live in?
The short answer is “Yes.” Sorry to hurt your head, but it’s true. However you choose to use social media or let social media use you, is your reality. But when it comes to marketing, social can be fun, it should be taken seriously, and it is a powerful tool that can lead to real sales.
Everyone’s doing it. Social media users on every platform have increased over the last five years. The number of adults ages 18-65 that use Facebook has increased from nearly 50% in 2012 to 68% in 2018, according to Pew Research. While Facebook and Youtube are two of the most popular online social platforms, Instagram, Snapchat, and Pinterest follow behind with nearly 30% of individuals actively using these applications.
Among the variety of social media outlets, some of the less used platforms are much more pervasive when it comes to their influence in specific age groups. For example, 78% of adults ages 18-24 use Snapchat several times per day. Knowing information about demographics of users on each platform is key to starting a social media campaign.
It’s easy to say, “I’m going to use all online outlets to market my business.” However, doing so isn’t as simple. Starting a campaign should begin with choosing a social network that aligns with your customer base. For example, a bar or restaurant would be more likely to use Instagram than would an accounting firm. This is true for two reasons:
- Instagram is very visual. So, pictures of food, people at the bar, and videos of chefs preparing dinner are perfect for this outlet. Whereas, an accounting business does not have the same sort of content to blast out.
- Instagram draws a younger crowd; much more conducive when looking for a bar to drink at or searching for photos of food. An accounting company might be better served on LinkedIn or Facebook where there is a larger percentage of older users who might be more interested in that service.
It’s important to base your social media usage around the individuals using that platform to get the highest probability of “organic reach.” All of these social media platforms offer the ability for businesses to pay for advertisements or “sponsored content” to show up on the feeds of unsuspecting users. While this is a great option, planning social content to be meaningful and helpful for those who follow a business’ account will generate free, organic reach.
Most recently, social media companies have installed algorithms that make it harder for companies to reach users if their content is not specifically tailored to that user’s interest.
“You’ll see less public content like posts from businesses, brands, and media,” Mark Zuckerberg announced this year. “The public content you see more will be held to the same standard—it should encourage meaningful interactions between people.”
Facebook and Instagram have very similar stipulations for what posts are “meaningful.” Users will see posts from accounts that have been liked, commented on, or shared by the accounts that they currently follow. So, knowing what your audience wants to see and replicating similar content is highly suggested.
In the end, a combination of organic and paid social media campaigns usually offer the best results. If a page that is already receiving organic traffic runs an ad, that advertisement will do much better than a paid ad from an unknown account.
In contrast to its early days, the world of social media is no longer in its “Wild West” stage. There are rules (algorithms) to follow and the people who understand the rules, their audience, and what makes interesting content will be the ones to succeed. Paying attention to these details will ensure that your marketing plan is valuable for years to come, even as algorithms and social platforms rapidly change.
Still need more help? Drop a line for 20 Lemons Marketing to make sure your social media is in the most equipped and skilled hands possible. Thanks for reading…