Most social media platforms started out with just organic posts. Creating any kind of content was enough to get the page to a large part of its followers.
However, the platforms began to fill up with users, which led to changes in the algorithms of the networks, especially Facebook. From there, they began to prioritize the most relevant posts for each person in their feed.
In this context, brand posts were left behind
with the understanding that posts from friends and family would be much more relevant. So, anyone who wanted to increase their organic reach would have to invest in advertising.
That’s the recipe for financial growth for social cameroon phone number list media platforms. And those who don’t get in on the action have limited reach.
Therefore, anyone who wants to be successful on social media today will have to balance organic and paid strategies.
- Organic posts are those that recur on a daily basis on the profile and that keep the closest users informed and involved.
- Paid posts, on the other hand, are targeted – they target specific audience segments to achieve certain goals .
Combining these two types of strategies is important because one supports the other. Organic posts add consistency to the brand presence and attract followers, while ads provide quick results and attract new audiences.
Create unique and relevant content for the buyer persona
Creating relevant content is the main way to avoid a reduction in organic reach. After all, it is the posts that are most interesting to each person that the algorithm shows in their feed. That is why brands must publish content that catches the attention of their users.
Well, you already know the buyer persona profile, you know what kind of language to use, what topics to address, and what goals to achieve. Therefore, content production should always target these strategic elements to have a greater reach and gain audience engagement.
Social media content must be original, aligned with the person and adapted to the characteristics of each network. It can educate, inform, entertain and advertise offers.
What is not interesting is talking about products and instead of members having to think up topics discounts all the time. As much as there are people interested in this, it can be tedious. That is not all that people want to see on social media.
One tip is to follow the Pareto Principle or the 80/20 rule : only 20% of the content should talk about what the brand sells, while the other 80% should deal with topics in your area of expertise, answer questions about the buyer persona or simply provide entertainment.
But remember that it all depends on your audience. It job data ‘s worth running some tests on your profiles to see how followers react to each type of post.
Create an editorial calendar
An editorial calendar helps you organize and track social media activities. It provides a forecast of posts for the period (weekly, monthly, quarterly), as well as creation, post-scheduling, reporting, and other activities.
In this way, brands are able to define and maintain a frequency of publications on social networks. This is essential for the algorithms to realize that the profile is active and continue showing posts to users.
Additionally, the editorial calendar also helps you visualize whether your planned content is in line with the Pareto Principle, which we explained above. Over the course of a month, for example, you can predict 16 educational posts and 4 sales posts on Instagram, so you comply with the 80/20 rule.
Monitor performance metrics
Finally, you can’t do social media marketing without keeping an eye on the metrics. You need to make continuous improvements to your strategies to get more and more results. And that requires you to monitor social media metrics.
When defining your goals, remember that we told you to also define the strategy’s success indicators? So, track these numbers in your social media reports to see if you’ve achieved your goals and how you can improve.
But leave vanity metrics aside , okay? We’re talking about those impressive numbers that we like to admire — like the number of likes or followers on our profile, for example — but that don’t represent effective results or help us make better decisions. You can track them, but you should focus on KPIs.
The main social networks for marketing actions
Now, let’s get to know the main social media platforms for marketing better. We’ll give you an overview of the main features, audience profile, and types of posts that are most successful on each platform.
Keep reading to find out all!
Facebook remains the most used social network in the world: there are around 2.7 billion monthly active users. It is therefore one of the platforms with the greatest potential for brands to reach out.
There is a lot of talk, however, about Facebook being abandoned by younger generations, who are now on other social networks, such as Instagram and TikTok.
Although it has all kinds of audiences, Facebook is currently used more by adults, that is, by Generation X (born between 1960 and 1980) and Millennials (born between 1980 and 1995).
But Facebook is not just a social network. It is a great business platform, with numerous functions for brands. It is possible to publish posts in different formats, receive messages and user ratings, carry out real-time broadcasts and create events, among many other possibilities.
By producing relevant content tailored to your audience and on a regular basis, you can increase your organic reach. However, it is undeniable that organic posts are limited.
In 2020, the average organic reach of Facebook pages relative to the number of followers was 5.17%. In 2019, it was 6%, and that figure has been decreasing year after year. T