If you are a business or organization of any kind that wants to be heard in the world, you won’t be able to ignore social media.
And if you are already using several platforms, you still won’t survive if you don’t adapt your strategy regularly.
I wouldn’t say that social media is a quick game, but some rules are changing quickly.
While it might have worked to heavily invest in ads and sell products a few years ago, now it’s about trust. People want to relate to whatever you are doing, and they won’t spend either money nor their attention on your social profiles if you don’t give them a proper reason to do so.
No amount of money can improve your social media performance if you don’t act according to the current rules.
Platforms are changing, and so are the users.
Here are the five most important rules to take care of if you want to build a successful brand on social media:
1. Build a Strong Community
While ads may have perfectly worked in the past decade, now you need to focus on community building.
Social media users nowadays are entirely overwhelmed by the massive amount of offers they see every day.
They get bombarded by ads, new companies, coaches, and don’t make impulsive buying decisions anymore. Before buying your products or even following your journey, they want to relate with you.
They want to know what you are doing and why you are doing it.
Plus, many people are on social media because they feel well connected there.
They feel as if they are part of a big party that needs their voice.
That’s why building a robust and loyal community for your personal or business brand is more important than ever before.
Let’s say you are a productivity coach. While a few years ago, an online course in that field might have been super valuable and requested, now you are just one out of many in that field.
And the same is true for any other business case.
There is enough of almost anything that is being produced and sold.
You’ll hardly be the only one offering your product.
Thus, you need to have a strong reason for why people should buy from you.
However, logical arguments hardly work anymore.
The best way to gain buyers is by building a loyal community building.
Of course, that’s not the most straightforward way.
However, it’s the most sustainable and effective.
If people feel a strong connection to you or your business, they will stay for a long time.
Plus, they will spread the word about you.
To build a stable community of followers, you need a strong vision and mission statement.
Your community needs to understand your motivation and what drives you.
One of the easiest ways to build such an active community is by creating Facebook or Linkedin groups.
These allow you to manage your followers and deliver exclusive content easily.
There are two significant advantages of having a community group on social media:
- You invite people to be in your place. They know that they get delivered high-quality content by you, and you have control over what your community receives. You can make up the rules; you can block people if they misbehave, and you can post as much as you want. Imagine a group like a new room that you take your followers in. You are there together, and you can close the door, to eliminate any external disturbance.
- Groups are the best way to avoid external advertisements. By scrolling through any social media platform, you are exposed to ads. In a Facebook group, however, the group members only see what’s posted in the group. In groups, there are no ads, so you have the full attention of your community. That’s crucial because getting attention is an essential thing to do on social media in 2020. Everybody is fighting over the short focus of users, so if you manage to build your community in a group, you will be ahead of anyone whose message gets disturbed by an ad or a posting from somebody else.
2. Provide Incentives
In the world of social media, everybody who is trying to get attention has something to give. For some, it’s beautiful bikini pictures; for others, it’s healthy recipes or business knowledge.
Now, the question that you need to ask yourself is what differentiates you from all the others.
Why should people consume your content instead of your competitors’? Or even the content of somebody from a completely different area?
What’s in it for them?
Your content might be amazing and valuable, but if you don’t provide incentives that make people stay on your page, they will leave.
The world of social media is so loud and crowded that someone else might quickly grab your followers’ attention.
Provide incentives that might not be found on the pages of your competitors.
People love when they can engage with a person or brand, that’s why challenges and giveaways work so well.
Anything that differentiates you can be an incentive to stay with you.
Even posting regularly might be an incentive.
If you, for example, promise to deliver relevant content every day at a specific time, your community will stay excited and look by to check out if there’s something exciting to see for them.
3. Make Sharing Your Content Easy
You want people to share your content, right?
So please make it as easy as possible for your community to spread your message.
The more people share your content, the more new followers and customers you might reach.
Make your content shareable.
People like to share infographics, quotes, and easy-to-consume content.
Nobody is going to spread a picture of you hanging out on a beach, but they might share valuable content if they think it could help someone.
What people also love are fancy, cool videos like trailers.
Just think of yourself: which content pieces do you mostly share with friends and family?
The answer you give is the secret to creating shareable content for your community.
What you also need to keep in mind is that your content has to fit the platform that you are using.
Nobody is going to watch a 60-minute-long documentary on Instagram, not to talk about sharing it.
Yet that might work well on YouTube.
Take care of the platform specifics and post according to it. That’s the most crucial thing to do if you want your community to spread the word about you.
4. Build a Solid Strategy
So many people start using social media without proper planning.
That might work to some extent, but it’s undoubtedly not the best way to go.
If you want to build loyal followers and monetize your social media efforts, you need a solid foundation, a strategy.
People need to know why they should follow you.
And the best way to ensure that is by creating a common theme.
If you have clear goals and plan your content in advance, you can make sure that your social media presence creates a consistent feeling.
By irregularly posting, you will not only get stressed out, but you will also lose followers as they won’t know what to expect from your profile and why they should stay.
Plus, if you plan ahead, you will be able to generate your content according to times of the year, current events, and dates that excite your community.
Be clear about your social media goals and focus on a clear strategy. Make sure that your profiles are consistent and convey a great impression.
5. User-Generated Content
If you can motivate your followers to create content for your brand, you win.
People who appreciate your content also love to be in close touch with you.
Through various challenges and experiments, you can motivate them to create content for you.
For example, if you are a life coach, you might create an Instagram story template, that many people can use. Every time someone uses it, they will tag you in their story, and you will get free exposure.
You can do the same if you have physical products or even a service.
Figure out how you can best engage with your community and let them be part of your content creation.
Even a simple Q&A session might boost the relationship between you and your followers.
The more people feel as if they are part of your brand or business, the quicker you will experience growth throughout social media platforms.
These tips can help you to build your following and turn it into paying customers. No matter if you are using TikTok, Instagram, or Facebook.
You might have realized that there is no secret sauce to winning the social media game.
The most important tip to follow is consistency, and knowing what you want to communicate.
If you don’t know what you stand for, how should your followers do?
Be clear in your mission, set out a plan, and act according to it.
Social media still bears incredible potential, and even if you are just starting, you can build your empire by acting according to the rules.
Always keep in mind that you are producing for your community and that every person following you is an asset that can spread your message.