Solutions dia gain the most engagement of any type of post . The difficulty , he admits and you will probably agree , is that video is a labor-intensive effort . That ’ s true for power-equipment dealers and for product manufacturers whose social media staff is probably smaller than you think .
What should you do ? Create more videos , yes , but manage your expectations for time needed . Create more reels for Instagram and less image posts . Or make shorts for YouTube and save time by posting less on Facebook . And , yes , you should seriously consider using TikTok .
Increasing Fragmentation Social media experts like Hanson consistently recommend that marketers use the social media platform their audience uses . With the growth of newer platforms such as Discord , Lemon8 , BeReal , and Twitch , social media fragmentation means you need to broaden your search . While the masses might continue to use Facebook , niche platforms allow smaller communities to gather around topics of interest .
What should you do ? Don ’ t make assumptions about any platforms until you do your research . Discord , for example , has earned some negative attention recently , but it still is an active gathering spot for more than just video gamers . It comes down to knowing where people spend their time online . Hanson says you should not be afraid to ditch bigger social platforms if they aren ’ t right for you .
Creators Become the Face of Brands Marketing is shifting away from highly produced corporate messaging to more personal communication created by individuals in real time . Consumers and social media users respond to messages they deem more honest and fun . Kwik Trip , the Midwest-based convenience
@ CarlsMower uses Josh to increase the personality of their Instagram and give shoppers someone to connect with . store chain with more than 800 locations , is gaining attention on Instagram for videos created by “ KT Girl .”
This type of marketing works best when it ’ s hyper local . Your followers will enjoy getting to know your business and the people behind it .
What should you do ? Find the right “ talent ,” an employee or two comfortable being on camera , someone who can represent your brand with fun and integrity . But be aware of potential challenges . What if your “ face ” leaves your company ? Have a plan .
More UGC Remember “ Funniest Home Videos ”? That was a hugely successful version of user-generated content or UGC . From that hit of the broadcast-TV era , the streaming smash “ Fail Army ” was born . Marketers and retailers use similar UGC for product tests , reviews and testimonials , and how-to videos .
What should you do ? Your customers are already making videos , and it should not be difficult to find them . Then , you simply ask if you can use videos they create . Most people will appreciate that you want to share ; this might cost you a t- shirt or a branded cap .
Less Production This last one is less of a trend and more of an opinion , but it ’ s well founded . Heavily produced branded graphics rarely communicate well on social media . With small text on top of a product image , and a company logo in the corner , these designs are seldom optimized for different screen sizes . Some manufacturers like to create these when they introduce new products .
What should you do ? Whenever you post an image having text and a logo , make sure it looks good on a small phone screen . Better yet , avoid these posts .
Post Less , Post Better Social media platform leaders and some social media agency experts will advise marketers to post frequently . Ecommerce giant Shopify advises , “ posting ( on Instagram ) at least once a day to maximize your visibility and engagement . However , if you have more time and resources , you can post multiple times a day , or even several times a week .” Hanson advises otherwise , for the sake of your overburdened social media staff ( which is probably you ).
What should you do ? Focus your social media activity on quality instead of quantity . Spend your time wisely , and that might mean creating videos and less image posts . And amplify those higher-quality posts by testing social advertising . OPEB
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