• Just like in most professions, the skills and experience that landed you a role in 2018 are not enough to excel in today’s ever-changing landscape. The same applies to your social media strategy.
• It’s important to remember that social media is a dynamic landscape. What works today might not work tomorrow, so continuous experimentation and adaptation are crucial.
• It takes years of experience, constant research, and an open-minded approach to truly master the art of social media. If you’re looking for a place to start, these five tactics aren’t just pieces of advice—they’re a social media manager’s lifeline.

If there’s one thing we can guarantee about social media is that it’s always changing and will continue to evolve at a rapid pace. With new trends and platforms constantly emerging, it’s easy for brands to get left behind. The real challenge lies in embracing this evolution. Just like in most professions, the skills and experience that landed you a role in 2018 are not enough to excel in today’s ever-changing landscape. The content and capabilities that were “scroll-stopping” even one year ago are far different from today.

The shift in consumer preferences is starkly evident. While photo-sharing platforms used to reign supreme, short-form videos are now the most sought-after social content type. Campaigns that include video have 66% higher engagement (likes, comments, shares) and almost 600% more impressions. This trend underscores the necessity for brands to adapt and innovate continuously.

Navigating the social media landscape requires more than just a basic understanding of platforms and trends. It takes years of experience, constant research and an open-minded approach to truly master the art of social media. If you’re looking for a place to start, these five tactics aren’t just pieces of advice—they’re a social media manager’s lifeline.

Say it with us—not every post needs a link or CTA

If you’ve scrolled through LinkedIn in the past few months, you may have noticed the change in images on posts with a link included. This was no accident on LinkedIn’s end.

Calls to action (CTAs) have long been the bread and butter of social media posts. For many businesses, social media has been a tool to drive sales, spread brand awareness and grow their community. A call to action is the easiest, most straightforward way to direct consumers to your business.

“Read more,” “Dive into our insights,” “Check out our podcast,” “See how we did it,” “Buy now,” “Contact us for more information.”

You’ve probably seen these CTAs every time you scroll through social media, no matter the platform. However, just as the priorities of social platforms evolve, so too must our social strategies. What used to be a tool to direct consumers off the platform is now seen as a way to keep users engaged on the social platform. In 2024, CTAs are not as critical as they once were.

As media marketers, we must grab users’ attention within seconds. With the wrong CTA, you could confuse customers or, worse, they might spend too much time searching for it.

So, what do you do instead?

• Educate: Focus on creating content that provides value and informs your audience about your brand and its offerings.
• Engage: Connect with your audience on a personal level. Consumers love when their favorite brands engage with them, whether through comments, likes, or shares.

The worst thing you can do for your content is take it too seriously

If there’s one takeaway from this article, let it be this: Taking your social media content too seriously is one of the most detrimental things you can do for your brand. In order to break through the noise on social media, connection with your audience should be a two-way street. The most successful brands don’t create strictly self-motivated content and expect people to care; they create content that people care about. This content is relatable to their audience’s ever-evolving interests and involves some sort of creative spin to tie it to the brand.

It’s easy for people to open their phones and immediately be met with heavy content ranging from current events to politics and more. There is no shortage of serious content around. If you want memorable content that attracts consumer attention, think of your content as endorphins. People chase things that make them feel good; social media content is no different. In fact, science tells us that when a brand makes you laugh, you’re more likely to remember it.

One of the biggest misconceptions about social media is that high-production content with big dollars pumped into it is necessary for success. However, studies say just the opposite, with lo-fi brand content, or “perfectly imperfect” content, being proven to enjoy, on average, 40% more views than hi-fi visuals.

Taking social media content too seriously can make your brand seem distant and unapproachable, deterring potential customers who crave authenticity and relatability. Overly serious content often lacks the human element that helps forge connections. Remember, social media is about being social. Sharing moments of humor, behind-the-scenes glimpses or even lighthearted failures can humanize your brand and make it more relatable.

While it’s important to maintain a level of professionalism and clarity in your messaging, don’t forget to inject some fun and relatability into your social media content. Your audience will appreciate the authenticity and be more likely to engage with your brand. Remember, the goal is to create a community where your followers feel connected to your brand on a personal level. So, relax, have fun and let your brand’s personality shine through.

Choose quality over quantity, always

The principle of “quality over quantity” applies to social media, too!

There are benefits to posting frequently. You want to maintain a consistent cadence to ensure your followers remember you, maintain visibility and expand your reach online. These are all important components of a successful social media campaign.

However, there is no secret recipe for success when finding the balance between quality and quantity on social media. Creating quality social media content is not just about engagement; it also increases your brand’s awareness and drives traffic to your website.

When sharing content on your social media channels, keep a few things in mind:

• Know your audience: Understand your audience and their habits online to create content that caters to them.
• Post with intention: Posting just to have something online is a waste of time. Instead, focus on creating engaging content that your audience will love.
• Social platform matters: Different social platforms cater to different audiences. What works on LinkedIn might not work on Instagram. These social platforms evolve over time, so keep an eye on what works and what doesn’t—what worked six months ago might not work now.

Consistently delivering high-quality content builds trust and a following. Think about it: When you’re scrolling through social media and see the same brand or influencer repeatedly with content you enjoy, what do you do? You follow them! The same will happen for you if you focus on creating quality, engaging content for your channels rather than just hitting a certain number of posts per month.

Remember, social media requires trial and error. It’s okay if a post flops every now and then. Just keep experimenting with different content types to see what works for your audience.

Don’t overdo the hashtags

#Too #many #hashtags!

We’ve all seen it—the cluster of dozens of hashtags at the bottom of a post. It’s time to stop the hashtag madness!

Hashtags aren’t inherently bad, but you need to use them strategically and with intent. They serve a purpose, after all. Hashtags are a great tool for reaching a specific audience and increasing searchability on social media. The best way to use hashtags in your posts is to focus on keywords that target the specific groups or industries you’re trying to reach.

When you use too many hashtags, you run the risk of overloading your post and potentially getting shadowbanned for spamming. This might sound dramatic, but platforms like Instagram do this to keep users safe and prevent spam content.

Algorithms are always changing! As they evolve, platforms are deprioritizing content with too many hashtags to ensure content is on a more even playing field. Keep an eye out for algorithm updates because that can be the key to success on each platform.

Experimenting Is your best friend, not your enemy

While it’s important to create content that caters to your target audience or customer base, ensure you aren’t being pigeonholed by your niche. Hyperfixating too much on one specific content type can be counterproductive to your goals, especially if your KPIs revolve around growth and reach. This is where the concept of “social testing” comes into play—a popular practice among social media professionals.

Social testing is the process of conducting experiments and analysis on social media posts and social strategies to determine which elements or variables perform best. By experimenting with different types of content, tones, visuals and posting times, you can gather valuable data on what resonates most with your audience.

There are three main types of social tests:

• A/B test: The most common form of social testing, where the results of two posts are compared side-by-side, often with one differing variable. For example, this can involve analyzing a post with a link versus one without a link.
• Split test: A bit more generalized than an A/B test, the split test determines the impact of two significant changes across posts. For example, social media managers might use split testing to determine which version of a video performs better.
• Multivariable test: Unlike A/B and split tests, this type tests multiple variables simultaneously to see what your audience is most responsive to. For example, one post may have a CTA, link and image, while the other post has none of those elements.

It’s important to remember that social media is a dynamic landscape. What works today might not work tomorrow, so continuous experimentation and adaption are crucial. By embracing social testing, you not only avoid the pitfalls of being pigeonholed by your niche but also open up opportunities for growth and increased reach. This approach ensures that your content remains relevant, engaging and aligned with your overall business goals.