Being active on social media has many benefits and can help businesses to build brand awareness and credibility, engage with customers on a direct level, and humanise the brand. Whilst growing a social media presence does take time and dedication, it’s definitely worth it in the long run.

When it comes to social media marketing there’s no clear formula to success and will depend on your business, but there are some common mistakes to avoid if you want to grow.

Ignoring new features

With social media constantly changing it can be difficult to keep up with new features but it’s important to do so. Whilst it may feel daunting, incorporating new features into your social media strategy keeps your content fresh, exciting, and current. Audiences will remain engaged and interested, knowing you're willing to try something new. Often new features also offer the potential to expand your audience by helping you reach more people!

Forgetting to look at your data

Don’t underestimate the power of metrics. They give you an insight into how your channel is performing, how engaged your target audience are, and the impact of your activity. Metrics help you identify what’s working and what’s not, giving you the opportunity to constantly improve your social media strategy. Having a plan based on data allows you to optimise your content and set realistic targets.

Social media metrics you can measure include -

• Reach
• Impressions
• Engagement rate
• Response rate
• Referrals
• Conversion rate
• Follower count

Not responding to engagement

Engagement is critical, it can help grow your presence on social media and reach more people. Having a low response rate is a negative and isn’t attractive for an audience who takes time to like, comment, and share your content. The ‘social’ aspect of social media shouldn’t be forgotten, you have the opportunity to develop relationships with an audience and build a community.

Posting irrelevant content

Whether you’re posting on multiple platforms or only one, your content should be relevant. Content that has no connection to your brand and isn’t value-led may be confusing to your audience, who may stop engaging with your account or unfollow altogether. Before posting, think about whether your content is fitting, if it doesn’t make sense or isn’t authentic - don’t post it. When it comes to social media trends, participate in those that suit your brand, its voice, and your audience.

Not using video

With 90% of marketers maintaining their investment in short-form video in 2023, it’s no secret that it’s incredibly popular. For audiences, short-form video is fun, engaging, and doesn’t require too much of their time. For businesses, short-form video can often prove more cost effective and can start a conversation that’s easily shareable, meaning you can spread brand awareness a little quicker.

Forgetting to add captions

Adding captions to content is incredibly valuable. Captions make your content more inclusive and accessible with the potential of reaching a much wider audience. And as content is often consumed on the go, captions make your content convenient and keep it engaging. They also offer the opportunity to include a clear call to action and communicate your message. 

Not using user-generated content (UGC)

UGC is something we’re seeing brands use more and more. According to research 78% of millennials find it helpful when making purchasing decisions. Why? UGC is more relatable for your audience and builds consumer confidence - hearing from or seeing someone like them using your product makes your audience feel included.

Being on every social media platform

When it comes to social media strategy, there’s no one size fits all. Businesses have different needs, wants, and audiences and not every social media platform will be suitable. Look at your metrics to figure out where your audience are, which content they engage with most, and how they interact. From here you can identify which social media platform will give you the best return.