Social media evolves every day. To keep up with the latest trends and practices, social media strategists and creative teams must follow and model their strategy to fit customers’ constantly changing expectations. Gone are the days of simple status updates or weekly posts. You need to start thinking about content that will increase engagement and get your customers behind your brand.
Out of all the trends we are seeing from our brands, we’ve learned that consistency is key. No matter how great your content is, if you’re not constantly reminding your customers who you are, they will quickly forget. Algorithms can be difficult to understand depending on which platform you’re using but if you keep your target in mind with the content you’re curating, you’ll start to see your brand ahead of the curve.
Here are some tips and tricks that we see our clients implement that supplement their growth and success.
1. Make micro influencers a priority
Micro influencers are seen as the underdogs of the influencer sphere. When you first start to make content for your customers, it’s easy to assume that collaborating with creators with millions of followers is the obvious way to go. With creators with a large following, their followers are expecting them to work with brands often, which can create mistrust when the products are not up to their standards.
Working with a micro influencers’ platform can seem more organic to a potential customer. For your next campaign effort, try to work with multiple micro influencers instead of one larger influencer. This strategy is cost-effective and will provide you with the results you need to take your brand to the next level.
2. Get comfortable telling your story in a new way
It seems like every day that there’s a new feature that Instagram or Tiktok puts out that surprises us. With Tiktok implementing stories like Snapchat and Instagram, there is a push for daily and organic content. These changes come with a learning curve but once you start testing out what works for your brand, you won’t want to go back. Also, never underestimate going live!
Whether it’s on Tiktok or Instagram, this gives your customers to see your brand in action. These live casts are great opportunities to actively practice “social listening”— which is the process of identifying what your customers are saying about your brand. Nothing like understanding your customers in real-time like going live. It may be nerve-racking and awkward at first if you’re first starting, but the outcome can be better than you’ve ever imagined.
3. Let your brand hang loose
It’s time to let go of your carefully curated content once in a while. More than ever, customers are engaging with content that is relaxed and approachable. When certain social media platforms were created, it was all about having the perfect feed. Social media analysts are seeing a rise in casual content from influencers and brands alike due to a surge in Gen Z's influence. This trend also skyrocketed during the pandemic as influencers were stuck home and had to be creative with how they posted without the perfect location or setup.
If you’re unsure where to start with posting casual content, start simply by giving your customers an intimate side of your brand. Whether that’s doing a “day in a life” post to show what it’s like to work for your brand or doing a photo dump of what your brand is up to lately, do what seems authentic to you.
Amidst all of the constant changes to social media platforms, it’s critical to stay authentic to your brand’s mission. It’s easy to get lost with trends or implementations your competitors are doing. But once you test out varying types of social media trends and strategies for yourself, you will find what works for your brand and market.