Entrepreneurs and business owners, listen up! In the fast-paced digital world, small businesses can no longer afford to cut corners on social media. Want to succeed in an oversaturated marketplace? Your marketing game must be exemplary, and your social media strategy is no exception.
Not sure where to start? Check out the four tips below to revamp your social media marketing strategy in 2024.
1. Revamp your Bio
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Leave dull, buzzword-laden bios in 2022 and consider something more dynamic. For example, technology investor Kris Duggan inspires curiosity on his Twitter bio, which reads, “None but ourselves can free our minds.” This thought-provoking quote is accompanied by a link to his website, which entices the audience to click through and engage with the content.
An effective bio can also include your mission statement. For example, “Delivering ethically sourced coffee beans Palo Alto wide since 2017.” This simple bio tells your audience exactly what you’re selling with no thrills and appeals to time-poor consumers.
Don’t be afraid to inject humor where appropriate – a recent report showed that 90% of people are more likely to recall brands that use humor, while 72% of people are more likely to do business with a funny brand than their more severe competition!
2. Embrace short-form media
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Shortform media, like YouTube Shorts, Facebook videos and TikTok, have surged in popularity. These bite-sized segments are perfect for delivering a concise message to your audience while they’re on the bus or waiting in line for coffee.
To conserve your budget, determine where your target audience hangs out and focus your efforts accordingly. TikTok is popular with the 18-24 age bracket while Facebook videos attract 25–34-year-olds predominantly. Do your research.
Crafting an engaging short-form video can be challenging and choosing the right “sound” is paramount if you want your content to go viral. Take the guesswork out by collaborating with a well-known TikToker or influencer. These social media superstars have experience cracking the algorithm and will ensure that your content achieves the greatest reach possible.
3. Create More Interactive Content
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In 2024, content is king. To cement your brand’s presence online, you must produce content that offers value to your audience. One way to do this is to create interactive content.
Don’t simply post a photo of your new t-shirt line to Instagram. Pair the photo with a caption that challenges your customers to engage. For example, “How would you style this tee? Tell us below in the comments.”
A call-to-action is essential. Savvy brands will often go a step further and make it a competition, where the best outfit mock-up wins a free shirt. The increased engagement with your post will cause it to appear on more users’ feeds, boosting your brand’s reach for the cost of a single t-shirt.
Other ways to interact with your audience include creating polls (most social media platforms have inbuilt tools for this) and replying to comments and tags.
4. Prioritize Authenticity
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Today’s customers aren’t interested in glossy, Insta-worthy photos and slick promotional videos. Now, modern consumers value content that subverts expectations. For example, advertisements that seem to go “off script” and aren’t afraid to make fun of themselves. For inspiration, check out the social media pages of other unexpectedly sassy brands, such as Wendy’s or Merriam-Webster.
Beyond humor, you can humanize your brand using dynamic media with minimal editing. A good example of this is having your own staff or fans showcase your products, instead of employing models for a full editorial photoshoot.
Another way to highlight your authenticity is to interact with consumers via stream. Most platforms, including TikTok, Facebook and YouTube now have a “live” feature that allows you to answer questions and engage with your audience in real-time. Although live content can open you up to unpredictable interactions with customers (such as grievances), research has shown that addressing complaints transparently can actually ingratiate stakeholders by illustrating your willingness to improve the customer experience.
Social media management is a vital part of any successful business’s marketing strategy. Consumers want to purchase from brands that share their values and meet them on the platforms they spend the most time on. For maximum engagement and increased brand visibility, focus on creating interactive and authentic content in 2024.
