The social media landscape is in constant flux, with new platforms and trends constantly coming and going – with recent uncertainty about possible TikTok bans in several countries leaving companies wondering how best to maintain their social media presence. Despite these challenges, businesses need to remain agile and learn to deal with these changes to succeed in their social media marketing efforts.
To help you ensure success in an ever-changing social media landscape, members of Council for Young Entrepreneurs share their tried-and-true social media marketing tips for businesses.
1. Strengthen the organic aspects
Spend time building the organic parts of your business. From great SEO to just plain good mainstream content, having a strong wireframe will matter when popular social platforms inevitably change. If your SEO is strong, your audience will be able to find your product – be it on Instagram or TikTok or whatever platform is next – even if you figure out the algorithms. – Kaitleen Shee, TO GROW
2. Have a direct line to your customers
If your entire brand is built on one platform — social or otherwise — you probably don’t have a real brand or business. We always ask ourselves, “If Instagram, YouTube, Facebook and the like disappeared tomorrow, would people still know we exist?” If the answer is no, focus on building first-hand customer data such as email and SMS. Direct lines of communication with your customers are essential. – Jeff Cayley, Worldwide Cyclery
3. Develop a core strategy
Have a core strategy that keeps your online presence established and active, even as trends and limitations come and go. Keep using platforms and content styles that work for you. Occasionally shake up your audience with unusual viral challenges, collaborations or contests to increase brand, product or awareness and engagement. Influencers and celebrities can help with such tactics. – Bryce Welker, Big 4 accounting firms
4. Establish a consistent brand identity
Building a strong brand presence that transcends individual social media platforms can provide stability in a changing landscape. By establishing a consistent brand identity, companies can create a loyal following that stays engaged regardless of the platform. This includes developing a unique brand voice and delivering consistent messaging across all social media platforms. – Candice Georgiadis, Digital day
5. Diversify your presence
As with investing, diversification is key. Every business needs to have a presence on multiple social media platforms, not only to capture the differences in target demographics, but also to hedge their bets on a particular platform. While Instagram and TikTok dominate roles, those can also go Facebook. While Facebook performs well with written updates, those can be amplified on Twitter as well. – Joel Mathew, Fort advice
6. Create high-quality content
Focus on creating high-quality content that resonates with your target audience, regardless of the platform. Prioritizing content quality helps businesses adapt to changing social media trends. Authentic and engaging content that resonates with audiences will continue to drive engagement regardless of the platforms or trends that may come and go in the ever-evolving social media landscape. – Abhijeet Kaldate, Astra WordPress theme
7. Build a community
Social media isn’t just about promoting your business, it’s about building a community. By focusing on building a community, you can have a more engaged audience that is genuinely interested in your business. It’s easier to achieve success on social media if you focus on building a community rather than just using it as a marketing platform. – Thomas Griffin, OptinMonster
8. Stay flexible and adaptable
To ensure success, companies must focus on the larger strategy and remain agile and agile in their approach as they anticipate the changing landscape. Work to build a strong brand presence across diversified channels and stay on top of the latest trends and platforms. Continuously monitor your analytics and monitor customer feedback to use as your North Star. – Kevin Getch, webfor
9. Prioritize creativity
Many brands stick to an evergreen format for their marketing assets. While that may work for their primary promotional channels, they need to have an edge and the ability to pivot as social platforms and consumption habits evolve. By prioritizing creativity, companies free up resources to continuously think about new ways to engage audiences and produce exceptional content. – Firas Kittaneh, Amerisleep mattress
10. Focus on your audience
Before launching any kind of presence on social media channels, as a company you need to clearly understand your personas and what social channels they use. When you deliver relevant content to your personas on the channels they love, you don’t have to chase new social media trends and hypes. – Anna Anise, DataScience.Salon
