Social media marketing is a great digital marketing tactic to grow your brand online. But, there are some simple social media marketing mistakes that you can avoid in order to take full advantage of what social media platforms can offer.
Social Media Marketing Mistakes and How to Avoid Them
Not Having a Plan in Place
Having a plan in place is always a good idea for any marketing strategy. This helps with aspects such as:
- Setting the brand tone
- Creating a uniform look for the brand’s social media presence
- Understanding the target audience and their behavior
With a plan in place, brands will be able to create a more efficient social media presence. This will help the brand’s social media pages gain better engagement.
Having Too Much Content on Images
As per Facebook’s algorithm, an image that consists of more than 20% content/text will see a decline in organic reach. That’s why, the more the content, the lesser Facebook’s algorithm will push the posts.
In a report by Statistica, “As of January 2019, some 61 percent of users in North America accessed social media via mobile while the global mobile social penetration rate was 42 percent.”
With over half of the US population using a mobile phone for social media, brands need to keep in mind that a decent number of followers are likely seeing their posts via a smartphone. That means that the more the text, the smaller it will look on a phone, hence increasing the chance of a potential customer scrolling past it without reading.
In order to check if a social media image falls under Facebook’s best practices when it comes to the amount of content on it, brands can use Facebook’s Text Overlay Tool.
Focusing Too Much on the Brand and Not the Industry
One of the key reasons why people follow a brand on social media is because of the content around the industry they are in rather than specific content about their brand. Here is an example of a brand that received love on social media because of their posts:
Amul is a well known brand of butter in India. But, another reason why people love the brand is because of the witty social media posts that the brand posts where they take a trending topic in India and giving it a “buttery” twist to it. Many people follow their social media profiles not because they want updates about the brand, but because they love these posts from their social media team.
Not Defining the Target Audience
Before creating social media content, it is important to have an understanding of who falls under the target audience umbrella. By understanding the target audience, brands will have a user persona in place, which can be used to understand customer behavior. Having this template ready before creating social media content will go a long way in creating a successful social media strategy.
Posting Content That is Irrelevant
Posting irrelevant content is a big no – no. That’s because, for a successful social media strategy, quality always outperforms quantity. Continuously posting irrelevant content can lead to:
- Lower engagement rate
- Reduction in followers
- Potentially hurting sentiments of the target audience (depending on the type of post)
Buying Social Media Followers
Buying 1000 followers from third-parties for $5 can be tempting. But, this is of no use to brands. That’s because it is very likely that these accounts are fake. Because of these, these accounts will never engage with the brand’s content. For all we know, they will probably never see the social media posts in the first place since the accounts do not belong to a person.
Not to mention, brands can not choose the subset of followers – they can only choose the country the followers belong to. For example, let’s suppose a luxury fashion brand buys 1000 Instagram followers from a third party. The third-party will only provide an option of the location these accounts belong to, nothing else. But, not everyone in a country will fall under the target audience of a luxury brand. There’s no point in having 1000 more followers if the followers can never afford to buy the product the brand is selling.
Using Irrelevant Hashtags
While using broad hashtags on Twitter and Instagram can help improve reach, not all of them may be relevant. For long term benefits, aim for broad hashtags that are relevant to the brand. This will help with things like:
- Reaching more people who fall under the target audience definition
- Increase in social media engagement
- Better brand awareness
- Long term conversion options