What if there were a tool that could give you the potential to access almost 60% of the global population with end-over-end annual growth? An estimated 4.70 billion people around the world use social media, and the average user is active on roughly seven platforms. Posting on social media gives your business a window to the entire world, but only if you navigate it effectively. With 63% of users expecting businesses to offer customer service through social media, it’s an essential part of business in the modern economy.
Today, many tools are designed to make posting on social media easier for busy business owners and managers. From high-powered graphic design apps with great templates to programs that schedule your posts, there’s no shortage of tools out there to help you create great posts. The problem is that in 2023, even the best posting schedule may not get you as much engagement as you expect. This is the era of interactivity, viral videos, high-impact visuals and excellent communication. To make a splash on your socials this year, it’s vital to expand into new territory.
Utilizing Social Media Ad Campaigns
Using a Facebook advertising campaign in addition to traditional posts is extremely important for any business that wants to maximize their reach and engagement. A Facebook ad can target and reach specific audiences, allowing you to customize your content so it resonates more strongly with an intended audience. With detailed metrics, you can track performance of your ads over time and adjust your targeting as needed.
Since ads are more visible than regular posts, they will often get higher engagement rates. This increased visibility can lead to more followers and potential customers who may not have seen or engaged with the post otherwise. By combining traditional posts with a focused and targeted Facebook advertising campaign, businesses can increase brand awareness, generate leads, drive website traffic, and ultimately boost sales while building relationships with current and potential customers.
How Story Posts Help You Tap into FOMO
Fear of missing out (FOMO) is a major driver when it comes to online marketing, and stories are the perfect medium to tap into all that FOMO energy. Because stories are ephemeral by design, disappearing 24 hours after they’re posted, they can be a great tool for inspiring a sense of urgency. You want to turn your audience into clients, and people want to be part of the “in” group. Using your stories to run one-day-only promotional pricing, giveaways, or even pop-up events creates that sense of being accepted as part of the “in” group and can amp up your engagement.
Reels: Why You Should be Posting on Social Media Short-Form Video Platforms
Instagram offers Reels, YouTube offers shorts, and TikTok is a wildly popular social media platform designed exclusively for short-form video. Unlike stories that disappear in a day, Reels, Shorts and TikTok videos will stay active on your profile for as long as you leave them live, giving you plenty of bang for your marketing buck. This is especially true if one happens to go viral, which branded content often does.
Reels give you a chance to showcase your company’s culture and are a great vehicle for everything from comedic content to hard-hitting facts. Utilizing short-form video across a variety of platforms is a great way to get your point across, but it’s also a great way to drive engagement.
Why Engagement Matters When Posting on Social Media
Today’s consumer expects brands to be responsive on social media, from replying to followers in the comments to answering direct messages. The more of a connection your audience feels to your content, the more engaged they are and the more likely they are to boost the signal. It’s not enough to set an auto-scheduler and walk away because prospective clients and customers today are actively seeking a dialogue with the brands they support.
The Overall Impact of Posting on Social Media
At the end of the day, you want to invest time, money and energy into things that have a noticeable impact on your bottom line. Posting on social media as part of a planned marketing push is an immediate way to boost brand awareness. Executed successfully, a social media ad campaign brings more eyes to your brand, but it also brings you a deeper understanding of your audience.
Pre-social media advertising avenues like print and radio ads weren’t always easily quantifiable; unless a customer specifically mentioned your campaign, you couldn’t always gauge its effectiveness. Social networking sites give you more than a megaphone to reach a larger audience; they also give you valuable metrics and more granular data about who is watching.
You want to make sure people who may not yet need your services or be in the market for your products think of your brand first when they find themselves in a consumer position. Brand recognition and familiarity is the first step to boosting engagement. You want more engagement because it drives more conversions; with the data your socials provide, you can learn more about what your audience wants and what they respond to favorably. It’s easy to compare the data gleaned from engagements to determine which campaigns are effective, which ones are connecting with your audience and which ones fall flat.
As a business owner, manager or decision-maker, you are already an expert in what you do. Becoming an expert at posting on social media can feel like a make-or-break proposition, but it doesn’t have to. Instead, call in marketing professionals who are experts in social media, so you can focus on what you do best: running a business. Then, if you’re ready to increase engagement, get more leads from social media, and establish a strong web presence, contact Eviva Media today. We keep up with all the Next Big Things online so you can focus on sales, growth and success in the real world.