Your social media strategy is entirely dependent on your objectives and end goal. The strategy itself is a detailed outline that preemptively answers the big questions regarding the content and the timings. When are you going to post? How are you going to communicate your content with your audience? Which platform will you use? Why this piece of content and why now?
A social media strategy is a thought out plan requiring purpose, but to select and hone a particular strategy, you have to start with one question; what are you trying to achieve from your social media campaign?
Whether it is follow, or subscribe, getting someone to commit to your brand, to the content you post on social media has become the epitome of status.
A risque strategy was adopted by Instagram meme accounts like Pubity, who set their pages to private. Their content which was topical, relatable and hilarious was quickly shared among friends, but the problem arose when people who weren’t following Pubity and the like, were blocked from viewing their pages.
Naturally, people were so frustrated with missing out, that they ended up clicking follow, and felt part of that inner circle these accounts had created. The wave started in 2018, and at the time Pubity had 5.1million followers on Instagram. Today they stand at 27.2 million.
Pubity has set their account back to public, but as you can see from the growth above, their strategy to gain more followers was more than successful.
Getting your content seen by the billions of people currently connected through social media is both a tall order and a broad one.
One way to assure the bulk of those eyes end up on your brand is to go viral, but this is a plan that rarely has the sort after results. One tactic that you can control is staying viral adjacent, whereby you spin the narrative of a preexisting trending topic. Join the conversation and incorporate your brand or product in a way that feels authentic.
In the same vein, be reactive to the conversations taking place with other brands, even your competition, it allows for an audience to weigh in on interactions, share your humorous twist and will organically expand your reach.
For some, social media is a means to an end, that end being your website. Therefore, if your aim is to lead your audience from social media to your main website, then you might want to focus your campaign strategy on a platform that allows you to embed links.
It’s all well and good asking people to ‘click the link in the description’ or use a flashy gif to tell them ‘link in bio’ but the likeliness of the unassuming scroller taking those extra steps are slim.
However, if you were to utilize a platform like Linkedin or Twitter then you are more likely to receive a higher click-through rate, solely for the sheer ease.
On Instagram, if you have over 10,000 followers, you can include a swipe up link to your website in your stories, or if you run an ad, you can include a direct link to the source on the image itself.
Getting an audience to engage with you past a quick double-tap, retweet or a pin can be tricky. In 2000 the average human attention span was 12 seconds. Now it’s 8 seconds, and each one of them is precious if you want someone to not only stop but also engage with your content.
One of the top ways to encourage people to react to your content is to ask questions. This can be done in the description of your post sparking a barrage of comments, or it can be done in the form of a poll - a functionality supported by Twitter, Facebook and Reddit among others.
Another method of increasing engagement is to encourage your audience to tag and share their supportive posts. For example, Soho bakery Crumbs & Doilies, make bake along videos on their YouTube page and ask those watching to share their recreations on Instagram with the hashtag ‘CupcakeJemma’. This cross-platform interaction allows them to develop a relationship with their viewers and it also forms a community amongst the at-home bakers.
A direct call for engagement works just as well. Posts from brands will simply say ‘Tag a friend below’ which is aided by the lure of winning a competition; ‘To enter tag two friends below’, or this can sometimes just be funny; ‘Tag that friend you would slap for £1,000,000’
Each of the above show there exists a range of ways to boost engagement from your audience if that is the primary objective of your social media campaign.
Those are few of the questions you can ask yourself before embarking on setting up a social media strategy, but there are a lot more. Questions can focus on brand awareness, educating your existing audience or even trying something new, and it’s up to you whether you keep it generalised or brand specific.
It’s okay if you have more than one social media goal, a lot of the above work well in conjunction with one another. For example, educating your audience will produce engagement as there is a back and forth of questions and answers. Think about what you want to achieve from your social media strategy, then use the tools and skills you have at your disposal to make it happen.
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