Pick any social platform and you’ll find that as it grows older users come and users go. New features are launched, while other features are removed. As these platforms age, it can be challenging to figure out how your business brand or personal brand can get the most out of them.
To help, I reviewed 2019 trends in social media marketing and came away with some key insights for one-stop reading for 2020:
Instagram: hashtag strategy + fan engagement
Wally Koval, former CMI team member, Content Marketing World presenter, and owner of the popular Instagram account @AccidentallyWesAnderson and has 857,000 followers), Wally shares photos and commentary that recall the visual style of Wes Anderson’s films.
Though some Instagram users use the up to 30 allowed hashtags in a post, Wally recommends creating an intentional hashtag strategy.
Pursuing too many audiences at once will dilute your content’s impact and diminish returns. I recommends aiming for five to 10 of the most relevant hashtags – including two or three unique to your brand.
Two other social media tactics from Wally caught my eye. First, the comments showed him that fans wanted to contribute their ideas, which led Wally to invite them to submit their photos for posting consideration.
Next, Wally chose to forgo automation (e.g., Instagram scheduling tools) which I’ve always recommended. This forces the influencer to be present and respond to comments right away. If you are a fan of a popular Instagram account and receive a quick reply to your comment, you’re probably going to pay more attention and be more likely to comment again.
Organic data can inform paid social strategy
CMI’s 2020 B2B Benchmarks, Budgets, and Trends – North America found that 72% of B2B marketers used social media advertising in the past 12 months. This was the most cited category of all paid content distribution channels, exceeding sponsorships (66%) and search engine marketing (61%).
If you’re gonna do it right, I highly recommend a data-driven approach to social advertising. First, evaluate the traffic coming to your site from organic social media traffic. It’s like having your own focus group. For instance, if a blog post is getting a lot of traffic from Twitter, then it would be a good idea to run Twitter ads to give that post a further boost.
In other words, use the data from organic social posts to inform your paid post strategy. Instead of spending a little on everything, you can spend more on the content pieces most likely to drive your desired results.Facebook ad placement and your campaign objective
Facebook Pages with over 500,000 ‘likes’ have an average organic reach of 2% or less for each post, according to research from Social@Ogilvy reported by HubSpot.
Considering that post was published at the beginning of 2019, I would assume by now average organic reach was even lower. What’s one way to combat that downward trend? Facebook Ads. To reach your target audiences on Facebook, you need to spend money on Facebook advertising.
You can run Facebook campaigns to attract and convert them, but the question becomes are you making the most of your investment? You can if you follow Brad’s tip – select ad placements that align with your campaign objective.
For example, to drive traffic to a blog post (i.e., a low-value conversion in your content marketing strategy), a News Feed ad may not be worth the cost. As Brad writes, “Facebook News Feed placements often come at a premium. They’re front and center, where people can’t miss them. That makes them great for conversion-based campaigns. However, they don’t make as much sense for content promotion for the same reason: You’re overpaying for what you need.
Thanks for taking the time to read my 10 minute post. Let’s get savage with social.