Making the Most of Social Media in a Post-Pandemic World
March 23, 2021
You’ve probably noticed that the social media landscape has changed significantly over the last year. If you’re responsible for marketing a business or nonprofit organization in 2021, you may be wondering how social media best fits into your strategy. Since people are changing how they use social platforms, it’s important to understand the many layers and considerations that factor into making social media profitable for your business. Simply “having a social media presence” isn’t enough to see meaningful results.
As people spend more time on social media, it’s crucial to ensure that your brand’s engagement on social channels is making the right kind of connection with your audience. Social media can be an excellent way to generate interest in your products or services and drive more leads into your sales funnel. But not every platform makes sense for every business or organization and the content you share should be curated carefully and strategically to avoid sending the wrong message.
In this post, we unpack the ways social media has changed and practical ways to put an end to haphazard social media engagement to get a bigger return on your investment. Every post you schedule or photo you share should be done with purpose and intent. A small business social media strategy will give your social media content direction and help you feel confident that your investment of time and money will make a measurable impact on your bottom line.
What’s Changing With Social Media?
The social aspect of these platforms has never been more relevant or important. The primary reason people stayed on platforms like Facebook (despite the toxicity and misinformation) is that it was a way to stay connected in a time of unprecedented isolation. Beyond interpersonal connections, people are flocking to social media for entertainment, to learn something new, or to research a product or service before buying.
Thanks to over a year’s worth of quarantine and shut-down orders, more people are spending more time on social media than ever before and big brands have already adapted to rise to the occasion. Social shopping is now a thing, and people are able to shop directly from a photo they see online or in a social media app. As trends like these continue to emerge and gain traction, online retailers need to be ready to meet consumer demand for easy purchasing opportunities.
Furthermore, the rise of social justice movements across all platforms has impacted what consumers expect from brands they support. Having the best product or service may no longer be enough to gain traction in a crowded online marketplace. Conscious consumers are looking to support brands that take a stand and share their values and beliefs.
So what do these social media changes mean for your small business marketing strategy? A lot, actually. Here are some things to think about as you adjust to these changes.
New Social Media Opportunities in 2021
- Get Personal
There’s never been a better time to show the softer side of your brand. Let people see behind the scenes and understand what all goes into making your products and services so great. Today’s consumers place a premium on authenticity and will feel more loyalty towards brands that share content that’s more personal in nature.
A great example of this is how our client, Roland Builder, doubled-down on social media engagement just as construction screeched to a grinding halt. The biggest source of social media content for this custom home builder was photos and videos of their work. When COVID-19 shut down their production, Roland Builder kept creating and sharing great content.
They took advantage of the extra time to record brand videos and personal messages that continued building the brand. These videos weren’t perfectly polished but the simple production quality didn’t hamper the heart behind the messages. Roland Builder maintained positive connections with their client-base and gained new followers in the process.
- Get Creative
E-commerce is evolving and in-demand. Businesses that sell products or services online have a great opportunity right now to simplify and streamline the online buying process. Look for ways to make it easier for customers to shop with you online. Make sure that your social media pages are optimized for search and have clear CTAs to move your visitors further along in the buying process.
If you sell a service online, you may consider creating online courses and private Facebook groups for subscribers to your e-learning platform. We’ve created e-learning platforms for several of our clients with great success. Leveraging social media to promote and build community within the online learning structure builds momentum between your business and your customers and makes it easier for them to share about the great experiences they’re having with your service.
- Get More Video Content
Video is the most preferred and profitable content on social media. TikTok has proven that point with an overwhelming rise in accounts in the last 12 months alone. But TikTok isn’t the only social platform making strides in social media videos. Facebook, Instagram, and even Pinterest have made it easier for users to create and share video content on their platforms. Is your company taking advantage of these opportunities?
And while YouTube may not be the first platform you think of when it comes to social media, it’s the second most used social media platform in the world. Make no mistake, YouTube’s impact on the social media landscape has a lot to do with why these other platforms are making it easier for users to create and share video content.
Video content is the best way to stop the scroll and get people to pay attention to your social media account. Going live on social media gives you an opportunity to make an immediate connection with your audience, demonstrate how your products work, and offer insight into how your services solve problems and make people’s lives better.
- Get Help if You Need It
Social media is complicated. Depending on the size and scope of your business, you may need a team to help you understand the landscape and create content that makes the right kind of connection with your audience. Or you may need help understanding how to leverage social media to promote your e-commerce business.
No matter what questions you have about social media changes in 2021, we would love to help you evaluate your current social media engagement and recommend ways to engage with new opportunities and reach new audiences. Schedule a meeting with us today and let’s discover new ways to use social media to grow your business.