3 underused Social Media posting strategies
The marketing world is ablaze with the resounding importance of online brands and businesses capitalising on the use of social media. Though we’d argue this may shift slightly in time, social media platforms aren’t going anywhere for the moment and the big 3 (Facebook, Twitter and Instagram) will be a focus for a significant time to come. There are a few insanely simple strategies many brands don’t employ, yet could yield big rewards for minimal effort in your social media posting.
Social Media posting at weekends and late evenings
The typical approach for smaller brands is to hire content teams or a social media person to help keep interaction and posting via social platforms going during the week. They will usually work on a quota of X amount of posts per platform, per day as well as some degree of community management.
Whilst this is great and there is of course a need to be present throughout the week, many brands don’t extend this kind of approach in to the evenings when the office is closed, or at weekends. Social media is a 24/7 role. In fact some of the heaviest social media consumption slots during the day happen around late evening and over the weekend. Not only are these peak times for social use, but at these times most users aren’t bound by other distractions such as the ongoing demands of their working day. This means they are more likely to engage more profoundly or follow a greater portion of your sales funnel.
Many social media management agencies recognise this need and will contract a set number of hours per week to evening and weekend posting and community management. If you’re not far along enough to look at hiring external help to take care of your social media, there are alternatives. The Facebook post interface for example will allow business accounts to schedule posts by date and time. This means you can produce posts during the week and set them live at night or during the weekend.
Sponsor your best content for an exposure boost
Leaving the more complex benefits of sponsoring/boosting your posts aside for the moment, have you ever stopped to consider what the best content to boost is?
Most marketers will make the assumption that boosted content should be promotions or product announcements. Something actionable, something with a direct response that can be measured in a straightforward sales ROI model. While this has its place, is it always best?
When you look at your own online consumption habits or even the interactions you get on social media from your non sponsored posts, you’ll likely notice that less direct posts which have a narrative or engaging piece of content will receive far better audience engagement, likes and ideally shares. Social media platforms are cluttered full of posts that are direct and 'overly salesy'. They also come across as being more obviously sponsored and this can be a turn-off for some audience members.
Consider boosting some of your best engaging and less direct-response-focussed content like exclusive interviews, news stories, behind the scenes videos and similar. This is the kind of content users love social media for. The results may be less directly tangible, but you’re creating a better brand advocacy with your potential audience instead of just selling to them.
Use 3rd party social posting
We’re big advocates of this piece of advice across all digital marketing in general but social platforms are placed where third party posting is even more applicable. Modern day consumers don’t react as well to direct brand messaging as previous (and arguably more highly brand loyal) generations did. Shouting about yourself and your products and preaching that you’re the best at something holds far less weight than being recommended by a source that a given audience already trusts.
Evaluate your audience and who they are, then find associated brands, groups or personalities on social media and approach them to either produce and post content for you, or would be willing to post provided content about you to their audience. The good old fashioned referral technique made modern on social media. So very simple yet so underused.