Build Your Social Media Strategy On The Age-old Principle: Less Is More

  • — December 21, 2016

    Social media campaigns are effective tool to reach out to the target audience for all marketers and brands. No matter what the size of your budget is one has to assign a chunk to the social media promotions. Recent presidential elections in the USA have seen excessive use of social media channels; so much so that political pundits believe that social media have played pivotal role in Donald Trump’s victory in the elections.

    Reason behind this extensive use of social media is its ability to influence users, who consume content in different formats. They watch videos, listen to speeches & anecdotes, read interesting stories, see pictures and photos etc. Behind all this is personalized content.

    The changing dynamics of the game have also changed the way people consume content. This has forced marketers to generate content in a different way altogether.

    One-to-one communication has seen a steep rise; people have begun to share stories with their peers on small screens of smartphones and tablets. They are no longer interested in sharing stuff on their timeline for general viewership. Since brands create personalized content, people know who to share the content with. If audience find anything funny on politics, they know this audio/visual content should be shared with a group of people interested in political events.

    Among all this razzmatazz, one thing remains common: less is more. The minimalist approach is applicable to your social media campaigns. If you are posting 8-10 posts per day and not able to generate enough awareness for a product, service or your brand, you should stop this activity and need to run a reality check.

    Where does your social media strategy stand today?

    This is the first job of any social media manager or the owner (if you are running a small business and cannot afford to hire any expert). Remember that you need to make the most of the medium. You have got huge audience, who are using all the devices. What you are supposed to do is to create an engaging content that captures attention of people for whom you have designed a product or service. If 10 posts per week bring you enough traffic and awareness, you should appreciate the efforts of content creators in your team. A single video, article or a graphic can create a hype that 10 posts fail to do.

    Once content is created, share it with your peer group and ask for their feedback. This will give you a clear idea of where to share the post. Moreover, the feedback may give you an opportunity to change the content before you select the medium.

    Create unique posts for each platform

    Every social media platform is built with a unique selling proportion. Therefore, marketers need to create unique content for each channel. Look at the content consumption habit of your consumers. Do they like to watch videos on Twitter? A micro blogging site may not be a good choice to publish long stories or videos. Each social media channel has its own character; content creators should understand the personality and profile of users using the media. Moreover, nature of your content also decides the platform on which you should upload the post. Does your content have fun or is it serious? The quality surely dictates your decision to select the channel.

    Tell Compelling Stories

    From time immemorial, people are interested in stories. Weave your marketing message in a story and serve the same on social media. Wait for some time and see the magic. This practice of creating great stories is religiously followed by film directors and producers to promote their films. They create several stories to promote a single story. The purpose of creating stories to market a movie is to bring viewers to the multiplex cinema. When the movie becomes a hit on silver screen, makers broadcast the movie on TV channels and rake in money from small screen. Here too, they create behind-the-screen stories for TV viewers so that they get uninterrupted attention even during commercial breaks.

    Give behind the door glimpses

    A great product is designed by many talented people. Each one has a unique concept, which they bring to the table. For example, a restaurant owner can create a video of how the master chef along with his/her team cooked cheeseburger. And in the video, master chef can narrate how s/he collected all the ingredients to make a lip-smacking cheeseburger. Publishing behind-the-door glimpses can be a great marketing strategy for start-ups. Create some viral effect in your content and it will spread on media on its own. Ask a simple question: will my audience share the post?

    Once you publish the content on different social media, it’s time to measure the results of your efforts. Use the best social media management tools so that you can change your strategy for the next campaign.

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    Author: Arpan Shah

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