Gathering digital marketing expertise regarding the ever-changing social media world, we’ve put together some classic topics that basically summarize the points to note for businesses and marketers to navigate the digital landscape:
1. Engagement Always the Key
On social media, it’s all about engagement – getting people involved. So, create content that people find interesting or useful, whether it’s educational, entertaining, newsy, gossipy, or just comforting.
Also, remember that how long people stick around matters. YouTube confirmed that the more time people spend watching a video, the more likely it is to be shared. This rule probably applies to all social media platforms. If people leave your post or story right away, it means they’re not interested. This could mean less exposure for your content or account.
And don’t forget, chatting with people through DMs or comments is a great way to keep them engaged. Instagram’s head, Adam Mosseri, says sparking conversations helps get your content out there.
2. Posting Time Importance Diminished
Lots of discussion about the best time to post for optimal reach were there in the past. However, nowadays, we believe that the impact of posting time has significantly decreased.
The timing of your social post generally has less influence on reach and exposure than you might think – unless you’re posting in the midnight when everyone is asleep!
The true factor affecting dissemination is the quality of the content.
3. Don't Rely on a Single Social Post to Go Viral
Many people managing social media accounts have the fantasy of achieving a massive increase in followers through a viral post or Reels.
Let’s not even get into how challenging it is for a business account to create a highly engaging post. In reality, even if you manage to create a viral post, it’s likely that it will only be a “popular post, not followers growth” (unless you are a public figure or popular influencer). Nonetheless, having a post go viral with high engagement can indeed boost the overall reach of your account during that period.
Also, it’s worth noting that Instagram has officially stated that there is no such thing as shadow banning. Instead, if you notice a decrease in the dissemination of your content, look at the performance data of your recent posts because the probability of your content driving users away is higher, unfortunately.
4. Don't Rely on a Single Social Media Platform
If you’ve been around the internet long enough, you’ve probably witnessed many platforms rise to fame and then fall into decline, such as MySpace, Xanga, Google+, and more recently, Clubhouse, MeWe, and others.
Relying solely on one platform means that if the platform deteriorates, you risk losing all your content and followers, which can destruct the foundation of your business at any moment.
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5. Social Media: Forever Evolving!
It’s a well-known fact that social platform algorithms frequently change. What worked in the past may no longer be effective today, but we believe that the fundamental principle remains unchanged: Audience Engagement!
Sometimes, hearing others cite successful examples from years ago to demonstrate their understanding of social platforms can feel awkward because what they refer to as “non-content strategies” is often outdated.
Moreover, new platforms emerge every year, new features are introduced, and old platforms are replaced. So, accept that this is a constantly changing and evolving world.
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6. Avoid Getting Addicted to Small Tricks
Sharing small tricks for managing social media often receives better response than serious content, probably because they are relatively easier to understand and apply.
Occasionally using social media small tricks to gain some traffic benefits is good, but in reality, these tricks will not help in the long-term management of your account. As the Cantonese saying goes, “It may help you for a moment, but not for a lifetime.”
Do you resonate with any of these 6 points mentioned above? Reach out and let us know!
In addition, continue your sourcing journey while learning the above takeaways:
This article is originally published by MORE Digital:
MORE Digital is a Hong Kong-based digital marketing agency. Our clients include real estate developers, media companies, utilities, record labels, and more. In addition to the examples mentioned above, we have also helped various clients establish and grow their Instagram accounts to achieve various goals. If you have any challenges or questions regarding promotion, feel free to reach out to us on our website or on Instagram (@moredigitalhk) for direct conversation.
