What to Post
Social media is a conversation between your brand and your target audience.
If you have ever found yourself in a conversation with someone who only talks about themselves, you can understand why a lot of beginners fail at social media. If you are only talking about yourself, it’s a bad conversation. Every post you make needs to educate, inspire, or entertain.
Commonly, businesses using social media either posts about why people should hire their brand, or they post things that aren’t at all relevant to their brand. Remember that it is important for your posts to provide value to the people viewing them. For example, as Web Developers, we strive to provide value in our posts by sharing statistics and best practices about marketing and web design. If you are a clothing brand, you might aim to provide value by showing people how they might style your clothes and educating consumers on latest trends. If you’re a bakery, you might provide value by educating people on the benefits of certain ingredients, or entertaining people with your beautiful product photos.
Think about your brand, and identify ways you can educate, inspire, or entertain, while still being relevant to your brand.
Where to Post
There are so many different social media platforms, and it can be difficult to identify where you should spend your time. Here’s a little info on the top 5 social platforms to help you decide:
YouTube: This is the most popular social media channel with 73% of US Adults being somewhat active on the app. However, it requires a lot of effort in order to be successful. One must put out regular, high-quality, unique content which inspires, educates, or entertains while being relevant to your brand. If you have the time and equipment to make quality content, YouTube is a great place to be. If you don’t, you should go elsewhere.
Facebook: 69% of US adults use Facebook and 51% of users say they use Facebook several times a day! Facebook is a platform which requires relatively little effort. You can create posts with free software like Canva, and it’s very easy to find and connect with other businesses and people in your area. Facebook can also act like a mini-website, which allows you to share information about your business, book appointments, share links, and even allow people to shop directly from Facebook. We recommend that most businesses have a Facebook Page.
Instagram: Instagram is owned by Facebook, so you can manage them from the same place, and share your posts from one to the other (though I recommend creating content separately for each, since Instagram looks better formatted in a 1:1 ratio). 37% of US adults use Instagram, and 63% of those use at least once a day. If you have a Facebook page, you should also have a linked Instagram account. It’s just the best bang for your buck. Facebook ads also show on Instagram, and Instagram’s algorithm makes reaching your target audience very easy, with a little research.
Pinterest: This is the 4th most popular social platform with 28% of US adults saying they use Pinterest. Pinterest is a media sharing platform more like a search engine for ideas than a social platform. You can share images you find online or directly upload them onto Pinterest. If you write informational blogs with images, listicles, or create collections, Pinterest may be a great platform for you.
LinkedIn: LinkedIn is used by about 27% of US adults, and is most popular with 25-49 year-olds. If you are a B2B brand, then LinkedIn is a nice place to spend some time. LinkedIn is more for people to network with other people, and a little less for people to interact with brands, so growing a LinkedIn page as a smaller business may be a little more difficult, especially with LinkedIn’s $10/day minimum to run ads. However, Facebook content can be easily repurposed for LinkedIn since they have similar aspect ratios, so posting here when you post to Facebook can be a good way to spread your content across multiple platforms.
How to get discovered:
Hashtags: Your hashtags need to be relevant to the content which you are posting, broad enough that someone will see them, but not so broad that your content will get lost amongst the millions of other posts.
Here’s a bad example: If you own a small bakery in Narnia named Sally’s Cupcakes, a bad hashtag would be #SallysCupcakesNarnia because that’s incredibly specific, and it’s unlikely that anyone will happen upon that hashtag. If yours is the only content in a hashtag, that’s a bad one to use. Similarly #Sally & #Cupcake wouldn’t be great because #Sally has 1,367,401 posts, and #cupcake has 13,141,904 posts. So Sally’s post is going to get buried quickly.
#NarniaBakery #Narniacupcakes would be good because if people are looking for bakeries in Narnia which sell cupcakes, those are what they are likely to search. They are specific enough so that Sally's content won't get lost, but not so specific that her content won't be discovered.
It’s recommended you use 1-2 hashtags on Facebook, 1-3 on LinkedIn, up to 30 on Instagram, and 1-2 on Pinterest. YouTube tagging works differently since you don’t use hashtags in the caption.
Location Tagging: As a rule of thumb, if a platform allows you to tag your location, absolutely take advantage of this! This allows people to view posts related to a specific location. So if people are looking at all the posts which were posted from Narnia, Sally’s posts will be seen.
Engagement: Social Media needs to be social in order to be effective. If you are only dropping your posts and leaving, it is unlikely your posts will be seen by many people. This is because the algorithms favor active accounts, and because people pay more attention to people who pay attention to them. We recommend engaging with (liking, commenting on, and sharing) posts from your target audience for 10-20 minutes before and after you post. This will signal to your chosen Platform that you are active, and also the community in which you are active. This way, the app will be more likely to show your content to the people you have been interacting with, and people who have interests similar to the people with whom you have been interacting.
If all of this seems like too much to handle on top of also running your business, don’t worry! You can hire social media managers to take care of almost any pat of this process. ProFusion can take care of content creation, research, posting, engagement, and on top of that, we give you weekly analytics reports, so you know how your posts are doing, and how your accounts are growing.