2 Social Media Marketing Strategies

According to the Data & Marketing Association (DMA), social media spending will account for almost 20% of marketing budgets in the next 5 years.

 

Social is an important part of every business’s marketing strategy. It allows brands to connect authentically with their audience and provides a fun, informal outlet to let brand personality and character to shine through.

 

It’s also an ever-changing medium, and it’s important to stay up-to-date with the ever-changing trends and best practices.

 

Permanent vs. Ephemeral Content

Not all social media is created equal. Different content types and lengths perform better on Facebook than Twitter, and some platforms encourage hashtags while others don’t.

 

And now, in 2018, Instagram and Facebook Stories have created another new type of content: temporary. Instagram and Facebook Stories are photos and videos that live for 24 hours then disappear “forever”. (Not really … there’s an Instagram Archive where all your Stories reside after they expire. But you get the gist.)

 

Kelly Hendrickson, a social media marketer at Hubspot, says: “Ephemeral content versus permanent content is often dictated by the social platform, as well as by the audience’s behavior on the platform.”

 

Take Instagram, for example. “Stories are soaring in popularity, and the user behavior on Stories leans toward playful, low-fi, quick content with heavy use of features within the UX (gifs, boomerangs, polls, etc). Their fleeting design isn’t the only differentiating factor. Instagram Stories can be heavily edited, too, with filters, GIFs, colored text, and more. Because of these fun additions, brands have added a brand new strategy for producing and publishing ephemeral content that varies from their other social media content.”

 

Permanent content is a little different. “Instagram can organically serve up a wall post across a wide span of time, so there is less of an opportunity for brands to be timely (who wants to see New Year’s post when they’ve already given up on their resolutions?!). Since Instagram users are more active on weekdays, during the standard workday, it seems users are looking for a break! It’s critical to use your brand voice and point-of-view to find how you can serve your audience during that break. Should your presence be inspirational? Beautiful? Informative? Playful? Trendy? They all have a place on Instagram’s permanent wall, it just needs to match your brand’s message.”

 

What does this mean for your business? Instagram and Facebook stories are a chance to showcase a little more of your brand’s personality and flair. Kelly says, “The combo of a running clock and a lively audience is a huge opportunity for brands to lean into quick, in-the-moment content that showcases the more light-hearted elements of their brand. Succinctness and clarity are key in content.”

 

Don’t shy away from adding new content just because you haven’t done so before … it’ll expire in 24 hours, anyway! For more information on creating Instagram (and Facebook) Stories, read our guide here.

 

Micro-Influencers

Influencers play a major role in modern marketing, but their influence isn’t limited to major celebrities and big brand names. Micro-influencers have found their niche in the social media world, too.

 

Micro-influencers are social media promoters that have smaller following, typically between 100,000 and 1 million. These folks might have a smaller follower base, but their posts pack more punch due to their engagement levels. Also, because they’re considered “average” and “everyday” people (unlike hard-to-reach celebrities), people view micro-influencers like friends and family — in that they’re more likely to trust their recommendations.

 

Rosie, known as The Londoner, is a popular travel and lifestyle influencer on Instagram. She only has 340,000 followers, but they’re fiercely loyal and engaged with her posts. The below image shows that: with almost 36,000 likes, Rosie is garnering almost 11% engagement.

 

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Source: Instagram

 

Here’s another example: Non-celebrity beauty influencer @ling.kt only has 1.2 million followers … but it’s a much more dedicated, engaged follower base. In the below image, Ling mentions a brand partnership and receives over 103,000 likes — which is almost 10% engagement.

 

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Source: Instagram

 

Micro-influencers are the future of influencer marketing. It’s tempting to look at the number of followers to determine how influential a user is, but the true influence lives in engagement rates. Micro-influencers deliver engagement (read: clicks, subscribes, and purchases), drive social buzz through more personal posts, and are much more cost effective.

 

What does this mean for your business? Don’t be swayed by high follower numbers. Instead, hop on Instagram and do some research on who’s active in your industry or niche. Search your brand hashtag and any generic hashtags related to your product or brand. A micro-influencers follower base might be small, but they’re loyal and interested in what that influencer has to say. Paying for a post or two will go a long way with those users.

Posted on: August 21, 2018admin1

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