"When it comes to social media marketing, you don’t have to post 3 times a day. It’s never about how often you post but the quality of your content." - Janet Benson Amarhavwie, Social Media Manager
Have you ever sat through a 5-Day Test Match? If yes, you must really love cricket. Unlike our popular T20 matches, Test Cricket involves greater planning and patience. You don’t see Virat Kohli smash every ball to the boundary here. His shots are more calculative and well-timed. Instead of going for quick runs here and there, he will wait for the right shot at the right time.
Like Test Cricket, social media marketing too, is a long game. So, if you actually want to win at this, you need the right game-plan. Otherwise, it is a waste of time, money, and effort.
So, let’s understand 4 reasons why your social media content may not be yielding the right results.
1. Seeking the secret recipe to getting more views, likes, comments, shares, hearts, right swipes, etc.
Wait. Let’s stop here for a moment. Why are you creating social media content at the first place? Is getting maximum likes or shares the purpose?
If yes, you are doing it for all the wrong reasons. As a social media marketer, your job is to create an impact in the minds of your online audience.
In his book ‘The Lean Startup,’ Eric Ries mentions that we often evaluate growth using the wrong parameters. He refers to them as ‘vanity metrics’ – which only make you look good on the surface but fail to accurately assess your performance. Example – in case of a paid social media ad, the number of click-throughs is a better metric for judging the efficacy of the ad, rather than the number of impressions for the post.
Let’s face it, there is no known recipe to create viral posts. The roadmap to virality is too uncertain and complex to decipher. So, why chase it?
The effective approach is to first understand the primary purpose behind your social media strategy and then create an effective roadmap for proper execution. For example, a consistent organic social media content strategy will help you build brand awareness and reinforce your brand’s presence in the market in the long run. On the other hand, strategically designed paid ads can be a more direct method in capturing qualified leads for sales.
Once you have clarity on the purpose behind your social media content strategy, you will be able to evaluate the performance of your content using the right parameters.
2. Mistaking Consistency For Regularity
You must have heard the word ‘consistency’ ad-nauseam when it comes to posting content on social media. But sometimes this term can be misconstrued.
Consistency is often confused with regularity. Let’s deconstruct both. Regularity is primarily about beating the algorithm by periodically posting your social media content according to the optimal timings for maximum visibility amongst your target audience. With the right planning and scheduling tools in place regularity is not hard to achieve. But again, it is not the only factor that directly impacts your reach. This is where consistency joins the conversation.
Consistency is about ensuring that the content you post regularly are coherent in nature. In simpler words, your social media content should revolve around subjects that are relevant to your brand’s positioning.
For example, if you look at Red Bull’s social media pages on LinkedIn or Instagram, you will find their content revolving around adventure sports like bungee jumping, parkour, car races, etc. This content strategy is coherent with Red Bull’s positioning as a sports drink brand. So, the takeaway here is that you should maintain your brand’s personality while crafting your social media content.
3. Not Focusing On Visual Branding
Let’s not forget that, along with a voice, your brand has a face as well. By face, we mean visual branding.
In simple words, Visual Branding means how your brand communicates with your audience using visuals. The visuals or graphic elements that you use will establish your brand’s tone and personality. Therefore, it is important that the visuals always stay relevant with your brand values and personality.
Your brand’s visual identity must stand out from other brands. You can shape a unique visual brand identity by setting the style for the graphic elements you use. The major elements to consider here are colours, font style, and the medium. While it is obvious that the colours and the font style should be coherent with the logo of your brand, the choice of medium often becomes confusing.
The medium of communication depends on the kind of content your brand has in store for its audience. Since we are talking about social media content here, the natural inclination of brands is towards developing short-form content owing to the increasingly short-attention span of their social media audience. So, the choice of medium should be engaging enough to communicate short-form content to the audience.
3D Animated Videos can be a great medium to generate consumer interest, owing to the fact that they are visually immersive for viewers and a versatile creative tool for marketers to get their message across. Besides, 3D Visualization is the helps you portray your product in its most appealing form – a clean, sharp and aesthetic look and feel which directly correlates with a sense of value, durability and craftsmanship.
4. Not Keeping A 'You-Centric' Attitude
Now, this is what social media marketers often overlook. Gone are the days when manufacturers would largely depend on mass-advertising to generate demand for a product. Today, marketing, in general, is becoming more and more customer-centric. That means, you need to think like a potential customer or follower. What kind of content would they want to see? How is your content going to help them?
By developing a ‘you-centric’ attitude, you are essentially creating content that is more relevant, interesting and useful to your target audience. Studying your target market can help you understand the behavioral trends of your audience better, thereby making your social media content more engaging altogether.
Keep in mind that social media is a two-way communication. If you do not respond in the comments section, your audience engagement may deteriorate in the long run. On the contrary, when you regularly reply to the messages and comments, you forge stronger connections with your potential customers. Thus, it is important to engage with your audience frequently to increase brand visibility and credibility.
There is a lot you can do to boost your social media presence, but most of it involves a long-term planning and a minimum time-frame of 3-6 months at the least to start seeing results. Granted that there are no quick fixes when it comes to social media content strategy, you can always make the creative process easier and faster by partnering up with reliable creative agencies.
As you begin strengthening your social media game with compelling campaigns and customer-centric posts – you will require highly engaging product or process visuals to grab and retain your viewers’ attention.
At Sens Visuals, we help brands showcase their products/services in their best light by using 3D Visualization. From real estate to satellites, from electrical switches to electric vehicles, from retail products to retail software - we visualize for a diverse clientele. But our mission always stays the same - helping companies visually communicate better with their target audience.
With your vision and our visuals, conquering social media and more will be a breezy journey!
Are you ready to make your mark on social media?