By mbretous@hubspot.com (Martina Bretous)

When it comes to social media strategy, most brands know some of the top strategies: Post high-quality content, monitor your brand perception, engage with your audience.

But ever wonder if there are some strategies your social media team has been overlooking?

In this article, we’ll cover some strategies you may not have considered, with some data to support their effectiveness.

1. Leverage small, nano, and micro-influencers.

A 2021 State of User Generated Content report revealed that most marketers (93%) agree that consumers trust content created by people way more than brands.

People trust each other considerably more than they trust brands, and that’s why 75% of marketers are working with small to micro-influencers with followers ranging from 500 to 25,000, according to the study.

Why not mega influencers with millions of followers? Well, besides cost, some brands worry that as influencers become more celebrity-like and grow in popularity, they lose some of their influence – ironically enough.

As a result, brands are working more with small, blue-checkless content creators with great engagement and true influencers in their community. In 2018, an eMarketer study revealed that micro-influencers (between 10K-100K followers) were considered most effective.

User-generated content (UGC) will continue to be a great lead and revenue driver on social media. However, the shift toward smaller influencers may be the more effective (and affordable) way to increase brand awareness.

2. Stick to platform-specific content.

With so many different platforms to post on, it’s very easy to get overwhelmed.

Brands often try to batch-post their content by posting the same content on multiple platforms at once. For instance, the same video may go on Facebook, Instagram Reels, and TikTok.

While it may be a time-saver, it may hurt your brand in the long run. The competition between each social media platform is fiercer than ever before.

In Feb. 2021, Instagram announced it would deprioritize Reels with the TikTok trademark in it.

The trademark shows up when a TikTok user saves a video that was uploaded to the platform. Because TikTok is a direct competitor to Instagram Reels, the brand wants to promote the use of its own short-form software and keep users on its network.

This speaks to a larger effort from social media platforms to differentiate themselves from one another. In that same spirit, brands should follow a specific strategy for each platform, as consumer behavior differs from one site to the next.

3. Show the people behind your brand.

When I went on vacation a few weeks ago, my friends and I spent an hour discussing our favorite Black-owned brands, as Black women do.

One brand I highlighted was the luxury purse brand Anima Iris. I hadn’t even purchased from the brand but I was already loyal and I was eager to spread the word.

A few weeks later, I noticed that one of my friends kept sharing new content from Anima Iris with me. I mentioned that I loved how invested …read more

Source:: HubSpot Blog

Author: Aaron