The Challenges of the Social Media Landcape as We know it Today

#socialmedia, #contentcreation, #tiktok, #instagram, #brandmarketing

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Social media is currently the only invention that allows for others to connect with one another through a virtual plane. As of January 2022 there are approximately 3.96 billion total social media users across all platforms according to Brent Barnhart. Merriam-Webster defined social media as, “a form of electronic communication (such as websites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content.” Social media platforms we know and love like Facebook, Instagram, Pinterest, & TikTok are all still fairly young and though these platforms are robust, there can be some hardships surrounding the social media landscape and how it has evolved to what it has become today. Here are 5 examples of hardships that brands face on social media.

5 Social Media Hardships Brands Face:

Building Organic Growth and Engagement

???????????Creating engagement with your audience that is valuable, relevant, and exciting can be a daunting task. Planable quotes that, “32.2% of interviewed social media professionals struggle with engagement and reaching their target audience.” This is common for brands both seasoned and new. The key to truly having organic growth and engagement online starts with a variety of strategies:

·?????Figure out what type of content you want to create and why (find your niche)

·?????Get to know your audience- ask yourself if the content you are creating relevant for the users follow you

·?????Post frequently

·?????Partner with micro influencers

·?????Paid ads

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One of the largest reasons that it is sometimes difficult for brands to build organic engagement with their audience is because they aren’t being specific enough about the industry you are making content for. Find what you love to do- really pinpoint the sole reason why you wanted to start your social media page and have that be the audience that you create content for and target consistently. With this it would be greatly beneficial to hire micro influencers and pay these creators to create paid ads for your brand. Not only will this boost both your engagement and theirs, but it will start to give your consumers a feel for the types of individuals you want representing your brand and create a visual in their minds of what your brand represents. In an interview with Nic Kaufmann and Wisdom Kaye about their rise to fame on TikTok, Kaufmann iterated that “what defines success on TikTok is the requirement for authenticity.” This clearly demonstrates that all you need to do is be YOURSELF. Putting yourself out there and prioritizing a relationship with your consumers while also, as Kaye stated, “posting 3+ times a day on multiple platforms, being consistent, and following the latest trends by using popular sounds” had shown him how fast he grew on his audience because of his consistency and authenticity.

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Standing Out Against Competitors

???????????Another challenge that any brand can face is understanding the market and what you bring to the table. If you haven’t already, check if there is anyone in your industry that is currently doing what you do. If there is- observe what they are doing and what you want to do differently to enhance the product and give it your personal touch. As a brand, you must be able to identify and give your consumers something none of your competitors can. That gives you that IT factor that you can continue to use for the future of your brand. In addition to this, being as prepared as possible also sets you up for success. It’s helpful to plan and batch your content along with creating a branding manual and a social media calendar specifically for work, and also creating a pricing chart so you can always plan ahead and anticipate future posts and plans. Giving everyone, you work with the respect and credence that you have yourself organized and are ready to work reflects as excellent customer service

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Creating Content That Matters

???????????Content creation is a very large part of being a social media influencer or brand- your posts reflect who you are, your brand personality, what your mission is, and why you do it all over again every day. Nick Mueller is the Director of Operations at Hawaiian Islands and he chimed in, “I think the biggest challenge with the social media landscape is simply keeping up with the demands of the job. Social media is constantly evolving and algorithms are constantly changing, with different trends entering the market nearly every second. With social media platforms always tweaking their algorithm and new platforms are constantly emerging, so businesses need to adjust their strategies to keep up.” Mueller brings up a great point- we always have to be ahead of the curve and there are a few ways to do so within creating content:

·?????Offer value

·?????Share data and analytics insights

·?????Repurpose content

·?????Don’t overthink it

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Content creation is no easy feat, but it is very important that clients and users understand how to create and post content on their page. Being a resource of education and encouragement with your followers will let them know that YOU are the subject matter expert and allows for the influencers and brands to create freely and builds trust between the two parties. Kaye also spoke out on his feelings regarding working for himself during his interview: “When a brand partners with a TikTok creator, they need to remember that they’re essentially hiring a cameraman, a stylist a model, all in one- we cover every single aspect of that.” Along with offering value, it’s very common to share the data and analytic insights as well to help further understand the customer feedback. Another thing that is very helpful is not having to create new content for every time you post. Users can repurpose other photos previously taken, create a caption, and post. And of course- do not overthink any of this. Be your authentic self and just post as if you are just on the phone with your best friend telling them about your travels. Individuals value sincerity, honesty, and want to purchase from someone they can trust to make ethical choices.

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Social Media Strategy

???????????One of my college professors once said that the only way to start anything was to plan. Having a business and marketing strategy and clearly defining business rules set the pace to complete other tasks within the same process. After strategies and methods are in place, focusing on lead generating content can be advantageous. Keron Howe, Co-founder & CEO at Property nation speaks on the topic of lead generation and how her company has used lead generation to their advantage by diversifying their social media portfolio working with a variety of brands and influencers. In return, Howe explains that in the long run her methodology has created an environment where more leads came in to her business because she made the decision to take risks within her strategy. Another strategy that many times is often neglected, but is truly powerful is focusing on a single platform. We are encouraged in the social media space to be diverse [though this isn’t a bad thing], however especially if you are a brand or content creator that is just starting out and not established, it may benefit you to focus on a single platform. Different platforms have different algorithms, types of users, and trends- the platform you choose to represent yourself on should feel aligned with the type of customers your brand attracts and the type of content you post. A co-founder at Replyify stated, “While you may think that it’s best to manage accounts on all those platforms, focusing on one platform will be better for your business. Talk about quality over quantity. It’s not a one-size fits- all strategy. What works for one platform won’t necessarily work for the other.” However, on the flip side, if you are an established brand and you do have multiple talents on your single social media page, it would be efficient to create a different page and landing page for each niche. Having another page for 1 specific thing in term from a marketing perspective will, “…simplify tracking and clearly show what worked and what needs improvements.”

Rebranding

We all go through different phases- undoubtedly. As a brand, whether you are starting out or are established we are always evolving and trying to find our voice within that evolution. Typically, rebrands will take effect when you are cleaning up your page and refining what your brands means to your audience. With this being said though, Edith Taichman, luxury branding consultant, weighs in on her thoughts regarding rebranding: “brands evolve over time and I don’t think that every single evolution has to be marked with wiping the slate clean.” Agreed, this doesn’t necessarily mean wiping the slate clean- but it does mean getting rid of anything that doesn’t align with the brands current visions, goals, or values and it can be a very virtuous move to take this approach. As a result, companies can refine their brands and bring in a new customer base with the new approach. ?A great example of this is Tiffany’s recent ad campaign. “They recently created an advertising campaign that is visually distinct from its typical ads, relying not on traditional hero shots of platinum and diamond pendants, but instead images centered around a handful of models wearing the items, getting out of a pool or driving to a summer destination. The campaign diverges from tradition to target young consumers but in a more subtle way.

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Takeaways:

???????????Though social media is challenging to navigate because algorithms, trends, and platforms change so quickly it is important to remember that through authenticity, bringing value that is relevant to your audience, and the proper planning hardships and be minimized. We are the future of the industries we look up to right now and to lead that industry headstrong you must be willing to change and adapt as these industries evolve.