Blake Michael is an entrepreneur, creator and chief evangelist at lumanuthe company that simplifies business for the creative economy.
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Social media is an integral part of the marketing success of any modern business. If you want to build a thriving business, you need to have an up-to-date omnichannel strategy that includes influencer marketing, user-generated content (UGC), and all the latest platforms and features.
With trends and features changing from day to day, it can be a lot for anyone to keep up with. So, here are three of the most effective social media strategies I’ve seen for 2022 and how to implement them in your business:
1. Give creators the freedom to act as an extension of your marketing team.
While it’s standard practice to give creators a creative briefing and help them find what you’re looking for, many companies fall into the trap of creating overly restrictive guidelines that hinder an influencer’s real creative possibilities. By doing this, brands don’t take advantage of creators’ unique talents and essentially use them for their built-in “reach.”
While this range is undoubtedly valuable, it was created because of the creative style, niche, and understanding of that influencer’s followers. The relationship between a creator and their followers is fostered by consistent quality, integrity and interaction, so limiting their creative freedom can not only do your business a disservice, but also risk making the partnership seem forced or contrived to followers .
When you give creators the freedom to act as an extension of your marketing team, you realize an untapped opportunity to develop a deeper relationship with that creator and, in turn, their followers. By empowering them to create campaigns and help create campaigns, you increase the likelihood of success because no one knows more about what it takes to grab and hold their audience’s attention than they do.
Although it seems like a simple concept, many brands make little use of makers in this way. More companies should consider applying for a “creator in residence” role to take advantage of the myriad of opportunities it presents.
2. Use UGC by turning real customers into product evangelists.
According to research conducted by The Harris Poll, 71% of consumers say that social media posts from friends or people they know influence their purchasing decisions. It’s one of the reasons influencer marketing has been astronomically successful over the past decade.
When consumers see reviews from ordinary people, they trust them more than anything the brand will ever tell them. This is what makes user-generated content such an effective marketing tactic. If you’re not already, use a social media UGC to show consumers that other everyday customers love and recommend your products.
You can also turn real users into product evangelists. The word “evangelism” comes from the Greek for “bringing the good news.” Today, evangelists are avid fans of a brand who advocate for your product and recommend it at every turn, sincerely believing that it will somehow improve the lives of others. This word of mouth is very effective in the age of social media, and it’s an incredibly cost-effective tactic: UGC is generally free to repost with permission. Your brand’s biggest fans will be excited to spread the word if they get the chance.
3. Go all in on TikTok.
Deploying and investing in a TikTok strategy has paid off for thousands of brands. With over a billion active users, TikTok is no longer skewed toward a younger audience. In reality, Pew Research Data suggests that over 40% of TikTok users are over the age of 30. Your product, regardless of target demographic, has a place on TikTok.
With its unique content-first algorithm, you have a chance to go viral by staying on top of the latest trends and taking advantage of what’s happening from day to day. Ephemeral content is one of the best ways to engage your audience and increase your engagement.
If you’re struggling to come up with organic content, TikTok has also launched several advertising initiatives, such as TikTok Branded Mission and TikTok Pulse, to help you get your name and logo for some of the app’s most viral moments. Regardless of your product, service or audience, you can’t afford to miss out on TikTok as part of your omnichannel social media strategy.
Nine out of 10 internet users are active on social media – more than half of the total world population. Social media has left an indelible mark on our society, and while specific platforms come and go, social media marketing is here to stay. Recent years have proven that companies need to remain flexible in order to find and maintain success. Staying on top of the latest social media strategies like the one above is a lifeboat in what has become a sink-or-swim market.
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