Social media is changing. It is getting harder and harder for businesses to keep up with evolving trends and updated algorithms, leading many well-intentioned marketers baffled at what to do next. What’s changed?
According to Brandwatch, 96% of people who talk about brands on social networks don’t even follow them on social media. Due to the sheer amount of content available online, users are more careful about what they choose to follow. Even those who follow your page are not guaranteed to see your content once it’s passed through the almighty algorithm.
Here are some ways you can make your branded content more discoverable.
1. Use Humor
Some of the most successful brands on social media are those that use humor to their advantage. Just look at the Wendy’s Twitter account for example. Some of their snarky responses have been re-tweeted over a hundred-thousand times. And that’s just on Twitter! Their tweets also get passed along on Facebook, Pinterest, Reddit and other social networks as well.
2. Pull Back the Curtain
Social media is trending toward authenticity. Gone are the days of highly produced glamor shots and product pushing. Those types of posts have their use, but those brands that get the most engagement are those who are genuine. People want to see smiling faces behind their favorite brands. So be sure to include some shots of your company barbecue or a Facebook live video of the office.
3. Monitor Trends
Not all trends will fit your brand, but be taking note of what’s happening in the culture. Some trends are just too good to pass up. One such example is the ALS ice bucket challenge that swept the internet in 2014. Many brands jumped onboard and were able to both join the conversation and harvest the goodwill of the online community. One such brand was Old Spice. Always try to find a way to tailor your posts to reflect a current trend or popular hashtag.
4. Team Up With Influencers
Finally, team up with those who already know how to connect with audiences. If you’re a larger brand, chances are there are people online who have a large following and are already using your product. Reach out to them about working together on an endorsement or giveaway. If your brand is smaller, reach out to influencers who you think would fit your brand image. Partnering with influencers is one of the most effective ways to promote your brand because you can utilize the trust and influence they’ve already built with their followers.