If you want 2021 to be the year you see a big growth in your customer base, you may want to consider a social media re-fresh. Nearly 3.8 billion people use social media worldwide and 80% of these individuals follow at least one business. Social media is an undeniable aspect of most people’s lives, and if you want your company to reap the benefits of this multifaceted platform, you need to attract attention on Facebook, Twitter, Instagram, LinkedIn, YouTube and other platforms.
Here are four strategies for improving your social media communication.
Keep Your Message Short and Simple
In 2000, Microsoft sponsored a study that determined most people have the ability to focus for 12 seconds before their attention begins to waver. A similar study was repeated in 2015 and that number shrunk to 8 seconds. These results tell us companies need to keep their messages short and simple if they want to capture the interest of their target audience.
In ideal circumstances, your social media headline or post should take about 7 seconds to digest. This translates to approximately 23 words. Although this may seem constraining, consider this advice. Clear, concise messages are far more memorable than those that are complex and wordy. The trick is finding the perfect balance between brevity and clarity.
Craft a Clear Message
If you want to keep your communication short and simple, you have to start with a clear message. Ideas that make sense to industry insiders or corporate leadership do not always translate effectively to the general public. Start by asking yourself what you’re trying to achieve and then determine if your current messaging conveys this idea. This is often easier said than done, so it’s safest to task your best writers with the job of developing social media content.
Know Your Target Audience
Most companies have a pretty solid understanding of who makes up their target audience. However, an effective social media campaign requires an in-depth understanding of the unique groups within your overall audience. If you’ve never conducted data-based audience research, it may be worth the time and money to gather this information. Once you know where the various segments of your audience spend their time online, you can tailor your social media campaigns accordingly. The most effective social media strategies leave target audiences feeling as though they have a personal connection to your company or brand.
Honor the Norms of the Platform
No matter the platform, it’s crucial you ask yourself some important questions before designing and sharing content. Who can I reach on this platform? Does the structure of my message fit the inherent rules of this platform? Is my content unique? If your content strategy does not match the general norms for the particular platform, your messaging will fall flat.
Another thing to consider is word choice and style. Both must resonate with users of various platforms if you hope to earn shares. BuzzSumo ran a study in which they analyzed 100 million social media headlines and tracked those with the highest numbers of shares. They discovered that certain key words and phrases, depending on the platform, tended to inspire more user interest than others. Therefore, it’s important to use language intentionally and fully research the unique qualities of each of the platforms you wish to utilize.
Social media is an essential component to your overall media strategy. If you want to connect with customers, be sure to learn the ins and outs of this ever-changing medium and stay on top of current trends. Social media provides an inexpensive and quick way to connect with target audiences, but you will not get results unless you invest the necessary time and effort. Before jumping in with both feet, do your research and craft your messages carefully.