In the bustling world of social media, where attention spans are short and content is endless, authenticity and simplicity stand out more than ever. We understand there is a delicate balance required to cultivate genuine connections in social media and digital marketing, so to help you steer clear of common pitfalls, we’ve compiled a list of simple yet important tips on what not to do with your social media posts. From avoiding over-promotion to embracing imperfection, these guidelines are designed to ensure your brand maintains authenticity and resonance in every online interaction.
6 things to avoid when promoting your brand on social media
1. Overly curating your feeds
There’s often a temptation to craft a picture-perfect feed that showcases only the most polished, curated moments. However, in this pursuit of perfection, authenticity can sometimes get lost in the shuffle. While high-quality visuals are undoubtedly appealing, don’t sacrifice authenticity for perfection. Overly curated feeds can feel insincere and disconnected from real life experiences.
Tip: Strike a balance between curated content and authentic glimpses into your world. Incorporate candid moments, behind-the-scenes glimpses, and user-generated content.
2. Over-promoting your brand
When you want to see a return for your online social marketing efforts, the temptation to push promotions can be strong. However, bombarding your followers with relentless sales pitches can quickly lead to disengagement and even prompt them to hit that unfollow button. Striking a balance between promotional content and valuable, insightful posts is key to maintaining authenticity and retaining your audience’s interest.
Tip: Aim for a harmonious mix of content that adds value to your followers’ lives. While promotions are important for your business, consider the 80/20 rule: 80% of your content should provide valuable information, entertainment, or inspiration, while the remaining 20% can be promotional in nature.
3. Ignoring community engagement
Social media is not a one-way street. It’s a dynamic platform for conversation and interaction to ultimately build connection. Ignoring comments, messages, or mentions from your followers can make your brand seem distant and inaccessible. Likewise, using automated responses or generic replies can feel impersonal.
Tip: Take the time to engage authentically with your audience. Respond to comments thoughtfully, ask questions, and show appreciation for their input. Building genuine relationships will cultivate a loyal following.
4. Copying trends without purpose
Trends come and go on social media at a rapid pace. While it’s tempting to jump on the latest bandwagon, doing so without aligning with your brand or message can dilute your authenticity. Simply copying what others are doing without adding your unique perspective can make your posts blend into the background. Furthermore, certain trends can burn out quickly, which can make your brand seem outdated or out of touch – by the time you’ve created a brief and received something from your graphic design agency, the world may have already moved on.
Tip: Before joining a trend, ask yourself if it genuinely resonates with your brand values and message, as well as its potential staying power. Put your spin on it, share your story, or provide a fresh take to make it authentic to your identity.
5. Posting just for the sake of posting
Consistency is essential on social media, but posting for the sake of meeting a quota can lead to uninspired content. When you’re stretching for ideas or rushing to meet a schedule, the authenticity of your posts can suffer.
Tip: Quality should always trump quantity. Take the time to craft meaningful content that adds value to your audience’s lives. It’s okay to take a step back if you don’t have something genuinely valuable to share.
6. Ignoring brand voice and tone
Your brand voice sets the tone for how your audience perceives you. Inconsistencies in tone or language across your posts can weaken your brand identity. This is especially important if you’re considering outsourcing your social media presence to a third party. While this can save considerable time, it’s also important that you choose a digital marketing service that that understands your brand’s unique style, voice, and character.
Tip: Define your brand voice and tone guidelines. in addition to visual identity, your brand creation process should clarify whether you’re humorous, informative, or inspirational, ensuring all your content reflects a consistent voice. This way, your audience knows what to expect and can better connect with your message.
5 ways to elevate your social media and digital marketing
It can be easy to feel overwhelmed when it comes to social media and what to share online, so here’s some suggestions for posts that can really engage with your audiences:
- Educate and inform: Share industry insights, tips, and how-to guides related to your products or services. This not only showcases your expertise but also provides tangible value to your audience.
- Entertain and inspire: Inject some personality into your posts with entertaining anecdotes, behind-the-scenes glimpses, or inspirational stories. This humanises your brand and makes it more relatable.
- Highlight client stories: Showcase testimonials, reviews, or user-generated content to demonstrate the real-world impact of your offerings. This not only serves as social proof but also fosters a sense of community among your followers.
- Promote with purpose: When it comes to promotional content, be strategic. Highlight exclusive offers, new product launches, or limited-time deals in a way that adds excitement without overwhelming your audience.
- Engage with interactive content: Polls, quizzes, and interactive posts are excellent ways to engage your audience without a hard sell. Encourage participation and create a dialogue with your followers.
Ultimately, the aim of an online social presence is to create a genuine connection with your audience, foster meaningful interactions, and build a strong brand presence that resonates with others. By avoiding these common pitfalls and being conscious of what content you’re sharing, you can soon set your brand apart in the crowded landscape of social media. Remember, it’s not about being perfect—it’s about being real.