With limited time and a never-ending to-do list, social media content is usually the last thing that a small business owner loses sleep over. However, a social media presence is necessary in today’s business world. You can easily post once or twice a week about promotions or new product launches, but social media is more than just selling – it’s about engaging with your target audience and developing content that matters to them.
How in the world do you accomplish this across multiple platforms? Understanding your target audience is key, but you must also understand each platform’s nuances. Below are the latest insights to create content that will resonate with your target audience across Facebook, TikTok, Instagram, and LinkedIn.
Tell Everyone About Your Brand’s Story
While you may not think it matters, your target audience wants to know why you are in business. Every business owner has a story about how and why they decided to strike out on their own. Keep it positive yet real. Break down the story into several parts so you can create a campaign out of it. An audience likes the elements of anticipation and surprise.
You can tell this story in multiple ways, including videos, picture carousels, and behind-the-scenes material. Add trending music when you tell a story and deepen the human connection to your brand.
Instagram and Facebook do a great job of telling stories through Reels, Stories, and live videos. You can use one or all three to introduce your brand. With LinkedIn, you may consider writing a more professional article and developing a carousel picture campaign to promote it.
Encourage User Participation
Not sure what your target audience likes and dislikes? Ask them!
Using polls is a popular way to drive engagement and gain great feedback at the same time. Facebook and LinkedIn do customer polls really well. Determine the best time to send out polls for your audience. Lunchtime and evenings are when people seem to engage the most with quizzes or polls.
Instagram takes things one step further with quizzes. Use the Quiz sticker within your Instagram story and encourage your followers to share it with their friends. It increases engagement, plus potentially introduces your brand to new followers.
Consistency is key here. Not everyone will respond to polls or quizzes right away. Share them with your followers and use a live video to promote your poll or quiz.
Be Authentic & Use Humor When You Can
Everyone loves authenticity but dislikes a “Negative Nancy” (did I just date myself there?). Even if your day seems awful, try to find the humor in it. Many people can relate to a bad day. Use inspirational posts regularly to help start the week or get over the mid-week blahs.
Is your audience relating to your day by commenting on your posts? Respond back to them. While liking their comment is mandatory, take it a step further. Thank them for the comment. Better yet, write a comment that is unique to them. That person will love the fact that you took time to respond, and they may even share your post!
TikTok videos that are lighthearted, short, and funny are often the most engaging. Instagram does well with short Reels, too. Use relevant hashtags so that your intended audience finds you. Tools like Hashtastic and TikTokHashtags will help you since hashtags are always changing. However, it is no longer necessary to use the maximum number of hashtags allowed. Keywords are the secret sauce!
Write Effective Calls to Action (CTAs)
Don’t be afraid to tell your audience what to do next. Do you want them to like and subscribe to your various platforms? Would you prefer to have them read your latest blog? Writing an effective call to action (CTA) is essential for increased engagement.
CTAs are needed across all social media platforms, but their length and style will differ. For example, an Instagram CTA may read, “Click the link in my bio!” since you cannot post live links inside posts. On the other hand, a LinkedIn CTA might state, “Connect with me and click the bell to receive notifications on my latest posts!”
A CTA increases the chances that your audience will take the next step and engage with your content. Without a CTA, your audience keeps on scrolling to the next post. They may forget about your content, even if it is really good.
Social media trends are always changing, and the algorithm is unique to each platform. Do your best to stay updated on the latest trends and note the content you like to see. Save videos and music clips to use for your posts. While it can be overwhelming, it’s not impossible. Your brand will be better for it! Would you prefer to have an expert help your small business with social media management and engagement? If you said “yes,” schedule a no-obligation call with Cindy at VPS Social today!
