Social media is a constantly shifting landscape. Due to this the marketing tactics associated with these platforms must also frequently evolve. Failure to do so can result in loss of followers, with your brand ultimately becoming irrelevant. Although this may sound rather dramatic, it is a scenario that numerous smaller brands are all too familiar with.
So, how can you avoid such a fate? Well, the simple answer is to be aware of the obstacles on the horizon so that you can adapt accordingly. Fortunately for you, this article outlines both the solution while also offering a solution. On this note, here is what you should understand:
Platforms Catering to Different Audiences
In the beginning, there were so few social media platforms that it most people simply congregated there. This is why Facebook boasted billions of users. These days, though, there are more and more platforms and this number seems to be growing each day.
As a result, you will find that people (your target audiences) are breaking off into separate groups. For example, while Facebook does still hold a record number of accounts, they are largely made up of Generation X. The younger generations, on the other hand, appear to prefer using Instagram. Then, there is some discrepancy in gender as well. Women are more likely to use Pinterest but there is a greater percentage of men on Twitter.
To make sure that you are on the right platform, it is important to stay on top of trends. Keep in touch with your followers and gauge where their interest is headed. This will allow you to be where your audience is. Since trying to keep track of all of this can be mind-boggling, you will find it easier to simply hire Shout agency. This company, and others like it, are able to look at the right data and predict trends before they begin to take effect.
The Waxing and Waning in Popularity of Platforms
Now, it isn’t just variety that has people scattering in different directions. It is also fads and popularity. For instance, Facebook isn’t considered trendy anymore. This is why you will be hard pressed to find individuals younger than 19 there. However, because the older generation is slower to go with trends, they have remained on the platform.
Keep in mind, influencers also play a huge role in what is considered popular. After all, when Kylie Jenner asked a throwaway question about whether anyone still used Snapchat online, the company’s stock actually plummeted.
Once again, to avoid staying on a stagnant platform, you need to keep your ear to the ground. Here, too, employing the right social media agency can really make all the difference to your brand.
Growing Mistrust in Brands
Social media users these days are increasing tech savvy. This, and past violations of privacy and data have managed to ensure that most people distrust brands. The direct result of this is that they are less likely to share information with you. Or, they imagine that you are collecting data that you have no right to. As you can imagine, this is a rather tricky issue to navigate, particularly since the problem didn’t start with you.
Nevertheless, it is only transparency that will get your followers to trust you. This means assuring your followers that you aren’t collecting their information. You can follow this up by also mentioning when cookies or any other monitoring tactics will be used on your followers.
Increasing Cost of Ads
It isn’t just brands that have realized just how good social media marketing is for businesses. Those that own these platforms have been aware of this for quite some time. And, they have been taking advantage of the situation by slowly but surely increasing the cost of ads. This means that if you want people to know about your brand, you are going to need a sizable budget.
Now, this may seem that smaller businesses are being left out in the cold by these prices but fortunately for you, there is an alternative. So, rather than relying on ads, focus your efforts on interactive content. This includes live video, ephemeral content, and story formats. Doing so will boost follower engagement without you having to spend too much money.
As you can see, while there may be quite a few issues to deal with, there are also appropriate solutions. It is all about being forewarned about what may be coming.