Social Media Best Practices to Combat Oversaturation

December 27, 2023

You’ve built a solid social media following, yet the engagement rate remains lackluster. Despite persistent efforts to promote your product or service across social media channels, the conversion to sales isn’t quite hitting the mark. Some brands aren’t even on social media yet, but you are — isn’t that enough? On paper, your social media marketing strategy seems sound, leaving you struggling to identify the missing link.

If any of these scenarios resonate with you, it’s likely that your social media approach is outdated. The era of maintaining a pristine and polished online presence is behind us; instead, brands are achieving breakthroughs by embracing spontaneity and authenticity, primarily in the form of “lo-fi content.” While not every social media post may resonate with your audience, the key lies in viewing each post as a valuable insight that informs future strategy. As Sprout Social notes, “Done well, however, the upside of smart lo-fi content is undeniable, from higher ROI to scaling your brand awareness efforts. By striking the right balance of casual and relevant, these posts can humanize your brand and encourage shareability.”

So, where do you begin?

Distinguish Between Paid and Organic Social Media

It’s crucial to distinguish between the two primary types of social media—paid and organic— and to grasp the advantages and drawbacks of each. While paid practices often yield more immediate and flashy results, it’s crucial to integrate a balanced mix of organic content for sustained engagement. Consider this analogy: consumers reached through paid content can be likened to a rented audience, providing temporary engagement, whereas those reached through organic content constitute a loyal and earned audience, fostering lasting connections. Both are crucial in making up a well-rounded strategy.

Consumer-Centric Social Media Strategy

When devising your social media strategy, consider your own consumer behaviors as a guiding principle. Picture this: during a brief lunch break, you find yourself mindlessly scrolling through social media. Reflect on the content that captures your attention. 

This isn’t to say that your achievements go unnoticed, but company-specific content primarily resonates with those already acquainted with your brand. For untapped audiences, more substantial incentives are needed. Consistently engaging new audience members lays the foundation for lead generation, transforming them into loyal brand enthusiasts and potential customers.

Our Recommendations

There is no one-size-fits-all approach to social media marketing; however, these tips, widely agreed upon by social media managers, are guaranteed to steer you in the right direction when it comes to formulating social media campaigns, as well as your brand’s overarching social media strategy with the goal of standing out in an oversaturated market.

  1. Curate a List of Inspo Accounts: Keep diverse accounts on hand for continuous creativity and fresh perspectives. Use these as case studies to support your ideas, providing evidence of what works on social media to gain executive buy-in.

Note: Many brands make the mistake of resorting to purchasing followers on platforms, inflating their following with a multitude of bots. This practice is detrimental, as these artificial “followers” rarely engage with your content and, in fact, can harm your page’s visibility to authentic social media users. 

Ok, that was a LOT of information.

Do not fret – social media is truly its own universe, and many professionals have dedicated their entire careers to master its nuances. This is precisely where Bospar steps in. If you find yourself short on time or manpower to forge your brand’s social media presence, we’re here to showcase the transformative impact a team of specialists can make. 

Don’t hesitate to get in touch with us if you’re eager to delve deeper; we could talk about social media for days!

Share this post:

About the author

Alyssa is a seasoned creative with over 6 years of experience in social media and PR. After kicking off her career in the fast-paced sports industry, she remains firm in the belief that even the most buttoned-up brand can have a little fun on social media. Having weathered the tough Chicago winters for most of her life, Alyssa now calls Dallas home with her fiancé and two dachshunds, Biscuit and Bean (yes, they will be in the wedding). During her free time, Alyssa can often be found reading the latest thriller novel on her Kindle or breaking a sweat in one of Ally Love’s spin classes on her Peloton.