Significance of Social Media Marketing
In Australia, around 79% of the population uses social media, which underscores the importance of utilising social media platforms for business growth. The majority of businesses, regardless of their customer base and employee count, realise the significance of marketing on social media and work towards establishing an online presence. For this purpose, they hire experts who are well-versed in the fields of data analytics, competitive market research, search engine optimisation (SEO), etc.
Marketing as a profession has also gained immense popularity in the post-pandemic years owing largely to the fact that apart from physical operations, businesses have also shifted online. Hence, leveraging social media for business development is a must-have skill for everyone. With numerous programs offering relevant courses like a Graduate Certificate in Business Administration, it is quite easy for people to acquire proficiency in the field.
Social Media Trends for Business
Social media provides a level playing field for businesses to a great extent. A small business focusing on a niche market can go viral overnight just because of its outstanding marketing strategy. Although there is no set structure that businesses need to follow to guarantee an increase in sales or their overall brand value, there are some tried and tested strategies that are consistently effective. The following are some social media trends businesses should know and adapt:
1. Creating Personalised and Relatable Content
With the myriad of social media platforms available these days, it is imperative that brands and businesses create content that stands out in the crowd. Advertising on social media is vastly different from advertising on mainstream media like television and radio. Since social media creates a direct channel between the business and its followers, it helps that people be able to relate to their content. An example of this is the renowned skincare and makeup brand, Glossier, which is known to feature user-generated content on Instagram and address the demands of their customers to improve their brand.
2. Making Short and Long-Form Videos
Video content is consistently ranked higher in reach and engagement on social media. Seeing the popularity of exclusive video content apps like TikTok, other apps have also adopted short-form video formats such as Facebook and Instagram reels and YouTube shorts. According to Google executive Prabhakar Raghavan, studies show that “almost 40% of young people, when they’re looking for a place for lunch, don’t go to Google Maps or Search, they go to TikTok or Instagram.” The user-created videos are helpful in delivering real-time and accurate information to people, especially the younger generation that follows social media religiously.
3. Employing Search Engine Optimisation Best Practices
Data analytics is a social media marketing tool that will never lose credibility. Businesses need to invest in comprehensive SEO strategies to gauge what works in the market and how they can achieve the desired results by pushing their brand through improved visibility. Improving the SEO score of the brand’s social media pages can be beneficial in increasing conversions, visits, and sales.
4. Engaging with Followers
While companies and brands have worked hard on their branding and social media pages, the majority of them can miss out on potential leads and sales by not engaging with their followers. It is crucial for businesses to stay relevant and up-to-date with their customers’ needs and that is only possible through engaging with them. For instance, the Instagram account for Shopify, a Canadian ecommerce company, has fostered a sense of community amongst its followers by creating a space for sharing business tips and addressing the woes of business owners. Their team interacts with their followers and creates compelling content that encourages people to engage with the brand.
5. Curating a Brand Persona
Probably the most effective trend in the social media realm is curating a unique and phenomenal brand persona. This can be in the form of a trademark logo such as those of Chanel, Gucci, Nike, etc., or a company mascot, a catchy slogan (Just do it, I’m lovin’ it), or such branding assets. This helps in enhancing the company’s values and identity in the competitive market. An example of this is the green owl representing Duolingo, an online language learning portal and mobile app. The Duolingo owl quickly became a viral sensation on TikTok, with the account’s videos getting up to 4 million likes on every post.
Conclusion
Businesses can earn great revenue by following social media trends and investing in proper tools and measures to target their desired market. Moreover, staying abreast of the latest industry developments and prioritising the needs of their customers to improve service delivery ensures the ongoing success of companies.