Social media can be a powerful yet tricky tool when it comes to marketing. Algorithms are constantly changing on platforms, and while many companies insist on the need for a “magical formula” to be successful, good social media strategy really boils down to how adaptive and relatable your brand can be.
Let’s take a look at what people want to see on social media—and what they don’t want to see.
Too much promotion can be a bad thing
According to Sprout Social, 57% of people are more likely to buy from a brand that they follow on social. However, people are most likely to unfollow a brand when they have too many promotional messages, non-relevant information, or post too often.
Sharing sales, promotions, and information about your brand is important to boost awareness about products and offers, but you need to find a sweet balance between promotional content and content that your audience will find entertaining and/or useful.
Promotions should not be your social media foundation. Instead, being informational, relatable, and entertaining should be your foundation.
So, what should social media be about?
Humor and recipes can be great filler content to win shares and likes. But, to really bring in the gold, go for more localized content. Relatability is one key aspect to bringing people together on social media.
Your audience wants to see the “human element” in your content, so be on top of sharing your employee of the month, that casual team potluck, or a charity event you do every year.
Customers care about their community and many want to shop and support local businesses. Get in-tune with what your community is about. This ties back into Community Investment Marketing, which is a great strategy to base your social media in.
Become active in giving back to your community through charities or sponsorships. Remember to ask yourself: what is my community all about? Is the rodeo your town’s main tourist attraction? Do you belong to a boating community? Or maybe your town has a rich historical history.
Think outside the box (while staying inside your county lines) when it comes to creating localized content.