Social Media Strategy
Remembering the good ol’ days of social media
There was a time when brands would share a piece of content on social (e.g. a single lifestyle image on Instagram, a blog post on Facebook, a case study on LinkedIn) and the majority of their followers would see it.
They would include relevant hashtags to expand the reach and hundreds, or thousands, of people see it, like, comment, share. The post would gain a life of it’s own and in some cases go viral, driving referral traffic to the site.
Those days are long gone
The social game has changed.
After the big algorithm change in 2018, organic reach on Facebook and Instagram died.
Now, most of your followers will not see your post. Relevant hashtags have become saturated. It’s becoming increasingly more difficult for brands to stand out, and even more rare that they will go viral.
It’s clear the old way no longer works. We need to deploy new strategies.
The new age of social media is video
Most social platforms are social based.
Tiktok is not. Tiktok is interest based.
Think about your friends on Facebook and your connections on LinkedIn, both are predicated on people you know. But the people you know may not have the same interests as you. Therefore, their content may not be relevant or engaging to you.
Tiktok de-emphasizes your following and instead learns about your interests and serves you content you are likely to enjoy. This can evolve over time. Today you may be into sneakers and travel, tomorrow you may be into real estate and conspiracy theories.
This is why they have two feeds:
- Your following (accounts you follow)
- For You (accounts that match you interests)
Free Social Media Strategy
Here’s a free social strategy you can use:
👉 Think about your brand. What do you stand for? What is your brand about if you can’t talk about, or show, your product? Once you identify what is core to your brand, create 3-4 content pillars, and go deep on each pillar.
👉 Think video-first. Other mediums are important, but they are secondary. Creating compelling video is an art form that takes a lot of practice. You also need to be well-versed at editing, sound, framing, lighting, pacing…
👉 Think about the story. How do I hook the viewer? How can I make this more interesting? How do I make them emotionally invested? How do I deliver a payoff?
👉 Increase your posting frequency. If you post 3 times per week, how can you increase that to 80 times per week? Of course, do what you can, but the more you post, the more ‘at-bats’ you have to hit a homerun, and you will develop your skills faster.
👉 Social media is not an afterthought that you hire a part-time intern to do. Make it a priority! It requires a team of skilled and socially obsessed people working full-time. It’s the most cost-effective way to scale a business in the digital age.
👉 Social media is equal parts consuming as it is posting. You need to know what is contextually relevant to post on each platform, you need to understand and shift with the ever-changing trends and what people are paying attention to, and you need to listen to what people are saying.
👉 Adapt. As with evolution, survival goes to the species who is best able to adapt to changing environments. If something isn’t working, pivot. It most likely means you aren’t posting good enough content, you aren’t posting consistently enough, and not enough time has passed.
Continue Reading: This is Storytelling Marketing
Storytelling. Storytelling. Storytelling.
If you take anything away from this page, it should be this: You need to tell stories on video.
53M Views & Counting
How did this creator get 53.2M views on a single video?
She told a story.
She brought us into a super relatable scenario with universal appeal, made us feel some kind of way about it, and gave us a ‘promise of a payoff’.
This is how you hook, retain, and deliver a fun storytelling experience.
This is storytelling. No heroes, no trusty guides, no villains, just traditional setup, conflict, and resolution.
Now, think about how your brand might use this approach with your social and content strategy.
Continue Reading: What is Storytelling Marketing?
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