The modern age of marketing has seen social media become the key to the consumer heart. It seems like not that long ago social media was seen as an afterthought when it came to marketing. These days however, it might be the first thing brought up in a company’s initial discussion of selling their product.
With all this focus on social media there comes this obsession with follower count. While getting that “k” on Instagram may be beneficial for social proof, it’s absolutely meaningless if it’s not met with actual attention and then leveraged against an actual KPI.
If you are someone who is caught up in how many followers you have on social media, I would urge you to take a step back and look at the bigger picture. See what kind of engagement you are getting, notice the kind of comments people post and respond, and pay attention to what kinds of posts get positive engagement and which ones don’t. Then really focus on what your end goal actually is. It doesn’t matter if you’re selling a product or a service if you’re not using the attention to sell it. Followers and likes for the sake of followers and like doesn’t mean shit.
Be aware that with whatever content you choose to put out, there is someone on the other side, with a phone or computer, who is swiping through tons of other content put out by other people. You need to do something to make them stop in their tracks and engage in what you are communicating. Are you resonating with them?
Now is a time to remind you of the golden rule of marketing: make content that people want to consume. You don’t want ads, so don’t rely on ads in your marketing. Make posts people actually want to read, and make videos people actually want to watch. Those aren’t ads, those are examples of content with value that people can engage with.
People understand real value and they remember it.
When it comes to deciding which content to post there are two questions to consider.
Question number one: at the end of consuming your content, will the consumer be richer because of the experience? If the answer is no, don’t post it.
Question two: will my followers miss it if I don’t post it? If the answer is no, again, don’t post it.
As a brand, as a business, you are a media company and your singular task is to build your attention. You do this by being authentic, and providing value. Then use the attention to build your business.
I can’t wait to see you win.