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How to Make The Most of Social Media
Clayton Pantano • March 16, 2024
Recently, Hootsuite published a wildly informative and interesting study titled “The Social Media Consumer Report.”
As I read it, I was blown away by the depth of the analysis being provided. It both proved and disproved theories that I’ve been guilty of holding. As I walked away from it, I felt this was worth sharing to anyone willing to read my takeaways.
What are the 5 Worst sins a brand can commit on social media?
I love the drama added by calling mistakes “sins.” I think that it adds a level of severity needed to grab the attention of the reader while encouraging them to take these insights seriously.
Boring content!
Well, no duh! 68% of consumers have unfollowed a brand in the past 12 months because of boring content.
What’s my opinion on this? The next time you’re thinking about “Just posting something on social media… Don’t. Your following will only tolerate your half-*ss efforts for so long. When posting on social media content, whether personally or professionally, put some thought into it.
Repetitive content!
Be honest, how many of you have followed a brand that continues to post the same posts over and over again? It gets old, quickly. If you can’t come up with original content, refrain from posting.
Inauthentic content!
This one is pretty self-explanatory, and if you don’t get it, then you should probably take a long, hard look at yourself. You put in all of this effort to start/run a business, and you’re not going to show up authentically? You probably deserve that unfollow.
If you’re posting on social media, be authentic! Be yourself!
Clickbait/Angling for Metrics!
I’ve lumped these two together because, well, they’re similar engagement-baiting tactics. People are over the “Like react for ‘x’ Heart react for ‘y”” posts. It’s cheesy 2020 nonsense.
When posting, you’re there to add value to the consumer. They don’t owe you anything.
How does Social Media influence buying behavior?
Ask a room full of social media managers if they’ve ever received the question “What’s the ROI on social media?” and you’re sure to see 100% of the hands go up.
Truth be told: We’ve all struggled with answering this question! Unfortunately for any of us in the organic social media space, we can’t create a solid attribution from “feeling.”
70% of people who follow brands on social media have plans to buy from them in the future!
What does this mean for you? If you create enough meaningful content that provides value to your following, you could reasonably expect about 70% of them to buy from you in the future. How cool is that?!
59% of people have already purchased from companies they follow!
This serves more of a reminder to you than anything else: When you’re posting, 60% of people seeing your content have purchased from you in the past! How do you want them to feel?
Show them you care and appreciate them by respecting their choice to follow your brand and purchase from you by creating meaningful content that serves them.
58% of people say that following a brand impacts their purchasing decision!
This is right in line with everything else outlined above. Building an audience that truly gives a sh*t about your brand is one of the most effective ways to grow your business!
If your customers care about you, and you care about them, you can’t lose.
So, how the heck do you even build a following?
Let’s explore the 3 most appealing factors that lead people to follow, along with the 3 least appealing factors.
Most Appealing:
- Communicating relatably and authentically
- Posting content that inspires them (Followers)
- Having a compelling point of view within the brand’s area of expertise
Least Appealing:
- Having “Good Vibes” or a “Nice Aesthetic”
- Having interesting views of the world beyond the business
- Maintaining a consistent and active presence
So, what does this all mean?
Well, to put it simply: People don’t care about pretty canva templates, how often you post, or what you think about the state of the union. They’re there for themselves.
Your followers want you to communicate in a way that they can relate to. Can they see themselves buying from your business? Are you authentic? Will they be duped or misled with a purchase from your business?
They want to feel inspired! Again, people are selfish. They want to see how your product or service can make their lives better!
The last point, they want to know your compelling point of view around what you do/sell. There are a lot of companies out there that do what you do. How are you different from the rest? Be opinionated!
An important note: If you provide a product that requires an emphasis on visual elements, like clothing or retail tech, Gen Z wants to see aesthetically pleasing content around your product since over half of Gen-Z shops for those items online.
Let’s talk a little bit about paid social media…
We’ve talked a lot about organic social media so far, but where do paid ads come into play?
A lot of brands focus on paid advertising, and rightfully so. As mentioned at the onset of this article, it’s nearly impossible to quantify the ROI of organic social media. It’s far simpler to prove the ROI of paid social media with the plethora of pixel data you can receive when running ads.
Paid Ads fuel discovery
61% of consumers reported finding new products, services, and brands from paid ads on social media. While we LOVE to think that everyone should know about our brand, the truth is that 3 out of 5 people have no clue we exist.
One of my favorite tactics we deploy for some of our customers is to run hyper-specific ads to our client’s target markets with the goal of page likes or follows. We aren’t artificially inflating their following, instead, we’re inviting our ideal audience to join the community around the brand.
It’s nothing more than essentially saying “Hey, we really think you’d like what we do. Follow us for a bit to find out if you do, and we’d love to serve you some day.”
Isn’t that so much more meaningful than “Hey, buy my stuff even though you’ve never met me.”
A lot of times I feel like brands go straight to the marriage proposal without ever taking the customer on a date first.
Organic and Shared content lead to sales
Would you believe me if I told you that over 80% of people have purchased from a brand in the past year based on organic social media posts? I’m not kidding.
Why is that? Well, I believe it’s because the people who follow you and see your organic posts are the people that are most familiar with your brand, and are positioned to buy when the time is right.
Conclusion
Social media has rapidly evolved and revolutionized the marketing space. Whether you think that is good or bad isn’t up for debate, as there’s no denying the power of social media for businesses.
If I were to leave you with any parting words, it would be this:
Care about your customers. Be willing to put a relationship first. Create an immense amount of value for them, and in time, they will return the favor to you.
Sincerely,
Your favorite opinionated marketer - Clayton.
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Entrust Marketing helps service-based businesses grow with high-value, results-driven marketing. From social media and SEO to paid advertising, we handle the details so you can focus on what matters most. No confusion, no hassle—just real marketing that works. Let’s talk!
clayton@entrustmarketingwa.com
253-455-3273