Social media promotion isn’t an exact science. What works for one brand may be different than what your customers want or need. Platforms and behavior change, so marketers adapt social media campaigns to fit the latest trends.
Yet, some things are here to stay. Even with the popularity of social media detox, people still flock back to various channels. Consumers use social media to de-stress and play games. Others catch up with long-distance family members. And plenty of people research brands and products.
You’ve heard about the common myths that have been debunked. However, what about myths that also have a bit of truth to them? The thing is — you need to take all advice with a grain of salt. Manipulate it to fit the needs of your brand and use analytics to test what’s working for your campaigns. Learn why a few social media promotion myths include a grain of truth. Then use that information to your advantage.
1. Myth: Post on Every Social Media Platform
You need to go where your customers are while making the most of your resources. It doesn’t make sense to stretch yourself thin to market poorly on every platform. Instead, use channels where you have the best chances of success and the largest market of ideal customers.
So, no, you don’t need to be on every social channel. But, the habits of your audience shift over time. Different platforms fall out of popularity as well. Facebook or Twitter shows no signs of heading the way of MySpace or Google+. Yet, you never truly know what’ll happen.
At a minimum, reserve your business user name on each platform. Marketer Neil Patel recommends:
- Facebook with 2.45 billion users
- Twitter with 330 million users
- LinkedIn with 310 million users
- Pinterest with 322 million users
- Instagram with 1 billion users
- Youtube with 2+ billion users
But, if your target audience is Gen Z, then you may want to consider TikTok. Other fan favorites include Snapchat, Reddit, and Tumbler.
How to Choose Channels for Social Promotion
For most marketers, one of the top five channels will deliver the best return on investment (ROI). Consider creating accounts on all social platforms. Then research your market to weed out the least performing channels.
Just because your audience uses Instagram doesn’t mean that they click and interact with accounts. Instead, they may hold conversations on Twitter and shop on Pinterest. So, it’s essential to figure out where your ideal customers are active.
GlobalWebIndex reports, “The number of those citing researching products as a main reason for using social media has risen from 23% in 2015 to 31% in 2019.” Go ahead and ask your customers which channels they use for product research.
- Do your customers shop on Facebook or Pinterest? Develop a quiz that includes questions about how your audience uses social media.
- Is your audience familiar with a new social media platform? Create a poll and see which channel interests your fans.
You may not stay active on every social platform. But don’t forget about it. Instead, talk to your audience and go where your social media promotions garner the most interest.
2. Myth: Social Media Promotion is Free
With all the time you spend on social media, you know it’s not free. Your time costs money. Plus, as organic reach dropped across channels, more brands find a need to use ads, like interactive Facebook advertising, to promote posts or boost campaign visibility.
So, social media will never be totally free to marketers investing hours. Yet, social media differs from other marketing channels because you can still develop a following and engage your audience without paying for advertisements.
How to Promote Your Brand on Social Media With a Small Budget
If you’re working with a low budget, then it’s crucial to get the most out of your time spent on social media. Having a promotion strategy with daily or weekly steps is the leading way to grow a following and gain brand visibility. Invest your resources in these tactics for social media promotion:
- Devise a social media strategy
- Develop an editorial calendar
- Create graphics and videos that you can repurpose
- Use free social media apps from schedulers to image programs
- Monitor social channels using the site’s free analytics
- Invest the majority of your time into engaging with your audience
- Share social media promotions that help you meet your goals
For example, adding polls, quizzes, or UGC contests are a great low-cost way to hit your goals, fill your calendar, and interact with your audience. Plus, don’t discount the power of inspiration. Social media promotions influence an audience as they scroll. The right combination of captivating images and inspiring copy itches the fear of missing out (FOMO).
3. Myth: People are Tired of Advertisements
Consumers avoid spam emails and ads using whatever methods available to them. After all, content and ads flood our inboxes and screens. But, your audience still clicks when it’s relevant and meaningful.
In fact, when ads directly match search intent, people click because they need a solution. If your ad hits home, then your audience wants to learn more. But, creating blanket ads that are too general results in people scrolling past your social promotion.
You have to be compelling to get a click when they aren’t ready to buy. By targeting those who are searching social media for products like yours, you’ll see better results.
How to Create Ads That Fans Love
Turn your ads into relevant social media promotions. An excellent way to do this is by simply promoting a post on a social channel. So, if you’re hosting a fun poll or sharing a trivia quiz, boost that post to a lookalike audience. Other key trends of what people want to see in ads include:
- An interactive element. Get your audience involved with an interactive ad that delivers an experience, not just a button to click here.
- Intent-based and benefit-driven copy and graphics. Do more than hit “promote a post” with your advertising dollars. Choose content that adds value to your customer’s life, and they’re more likely to click.
4. Myth: Don’t Get Personal
Place a logo next to a photo of a person. Then ask folks which image inspires trust. Your audience wants to know there’s someone behind your tastefully designed logo. Moreover, the rise of bots and fake accounts adds to wariness about social media promotions and brands.
However, context is important here. Think through the eyes of your brand, not yourself or the business owner. Instead, review your mission statement and key messages. Create a brand character to help fans recognize and trust your company. Then, come up with ways to personalize your social media promotions with a consistent voice.
How to Show Personality That Builds Trust
Inject your brand’s personality into each of your social media promotions. Good ways to do this include:
- Adding a brand backstory that shares lesser-known information.
- Highlighting your founders or executives in a social media post.
- Creating a poll where users vote on which product or action your brand would take if it were human.
5. Myth: Every Post Should Be a Social Media Promotion
No one wants a constant barrage of sales promotions. People unfollow brands that only post social media promotions and don’t deliver extra value. But, every message is an opportunity for your brand to engage and build relationships. You can develop content that promotes your campaign without sounding like an advertisement.
Any post that increases brand awareness or helps you reach your goals serves as a form of social media promotion. With relevant content and consistent branding, your company delivers value and avoids irritating followers.
How to Deliver Social Media Promotions Without Being Salesy
Each of your posts should help your audience. Popular brands don’t name their product in every social media promotion. Instead, they use key messages to educate fans. Their social media posts provide real-life solutions and examples.
- Share a behind the scenes look at why you chose a particular promotion. Use a story from a team member or add social proof with a comment from a recent contest.
- Create a launch sequence for a new product that includes several informative posts that lead up to your social media promotional offer.
- Find unique ways to generate interest in your brand without using the names of your product or company in your social media post.
- Host a contest that supports a charity or a community cause for an extra dose of goodwill and brand awareness.
Social Media Promotion: Find What Works for Your Brand
No matter how many myths get debunked, or solutions experts offer, you get results by personalizing social media promotions for your fans. Test what works, drop what doesn’t, and be prepared to pivot strategies to maximize ROI.
Need Help Planning Your Social Media Promotions?
Learn about and engage your fans with help from Woobox. Woobox Support is available from 8 am to 5 pm PST, Monday through Friday at 1-360-450-5200 and firstname.lastname@example.org.