As a business and that too, a growing one, it is understandable that one may not be able to invest as much in social media. This has become a necessity, however, ever since the Facebook algorithms changed and organic reach now seems impossible. In 2016, the number of organic reaches on Facebook declined by 52%. This means one cannot reach the number of customers it did before only base on your content. Every post which appears on your timeline has to be boosted by some amount so that it reaches the audience it is supposed to. If you are facing a rapid decline in the number of organic reaches for your company, here are some pointers to help you come back in the race.
Unique content for each platform:
Understand where your audience is. It makes no sense to take your audience away from a social media that they love interacting in. Reports show that more and more consumers share media on their favorite social media platforms and network communities. Delivering them with the content directly in their comfort zone is one way to ensure organic growth.
This is also commonly known as distributed content strategy. Create unique content for each platform. Instead of redirecting the customers to your blogs on the website each time, create a visual image with the basic gist of the link if they wish to see more. This works tremendously for platforms like Snapchat and Instagram. For other platforms like Twitter and Facebook, one can use the blog links to redirect them as it does not really take them away from their network.
Every once in a while feature someone else’s content:
The traditional belief is that if you constantly keep sharing your own content and push it across, your consumers will finally be attentive to everything you have to say. This is somewhat wrong. Social media is all about being social which means the users expect their brands to be social as well. The key is to understand what clicks with your customers and sharing or featuring that content every once in a while. As long as the curated content does not go against what the brand stands for, it is okay to look at what others are posting that is liked to buy your consumers. Sometimes, it is okay to share an article or blog of some other company that has valuable information about the industry, it showcases your thoughtfulness and willingness to stay up to date with the industry.
You must have noticed that once you log in to any social media platform, the news feed contains posts and content based on the previous engagements you had on the social media. As a marketer, it is useful to understand just how these algorithms work to be able to provide a specific strategy that increases your customer base. Algorithm insights for some of the platforms are:
- Facebook posts are ranked such that posts by family and friends are featured first followed by information posts and then entertainment.
- For Instagram, the posts are based on your interest in a particular content, how likely you are to respond to a particular post, your relationship with the user who posts and the regular timeline.
- The feed is customized based on your preferences and features the best tweets on the news feed while you were away from the app. The company is still working on how to make the algorithm perfect for recognizing the best tweets for an individual user.
Keep your content budgeted:
Social media ads, sponsored and boosted content are the best way to reach your audience as the organic reach decreases. A report by Nielsen Brand Effect found that among the 475 social media campaigns they evaluated, Instagram proved to be a better choice of an ad as much as three times. It showed that the ads on the app were more memorable for people thus making them far more likely to click on the ads. Here are some reasons to use advertising on social media.
- Get higher conversion rates:
Ads help you target the people to whom the ads must be sent to. With greater options on the area, demographic and when it goes out, it is easier to send ads to specific groups that can potentially buy your product.
- Create different ad types:
Facebook provides us with a range of ad types to produce like the slideshow; carousel, video etc. use every ad type and see which one works best for you.
- See results:
Get specific data on which ads are giving the most leads and which are engaging for your customers. Get a report on metrics that are important and your top performing ads.
- Make it mobile friendly:
About 80% of the social media users access them through their smartphones. Create ads that are friendly for the website as well as mobile.
Use these tips to tweak your social media a little here and there and you will find a considerable increase in the engagements of your customers with the brand.
About the author:
Win Infosoft is a digital marketing agency that provides marketing services in SEO, SMM, PPC and services in Mobile app development and website development.