Social media marketing is probably the best and most effective marketing form in this day and age. However, it can also be a double-edged sword. Do it right, and the whole world laughs with you. Do it wrong, and the world will laugh AT you. Sometimes, there's only a very thin and very brittle line that separates a good social media marketing strategy from a bad one. For example, making your ad too promotional will turn off and annoy a lot of people. However, if you make your ad stray away from the product or service you're selling, it will just look weird and uncomfortably strange.
Here, we'll teach you some of the best ways how you can mold creativity and brand-selling into one cohesive whole. You don't have to be too boring or too un-promotional to get your point across, you just need to know how to take a little bit from everything and try to keep everything in a nice balance.
Get the Help of Microinfluencers
In the last few years, online microinfluencers have made themselves into one of the biggest marketing forces on the Internet. Before, it was popular movie stars, models, and celebrities. Now, it's just some pretty girl in her room who looks and talks sweet and isn't overly made up.
However, the audience on social media is drastically different from a real-life audience. People are tired of traditional marketing- now, they want authenticity. Whenever, an online influencer gets into a very obvious promotional deal with a brand or business, a lot of people get turned off.
But this doesn't always have to be the case. For one, there's really nothing inherently wrong with branded content. It's all advertising anyway, but now, you just have someone who is closer to your target audience who is marketing your products and services for you. He or she isn't a well-known actor or model. He or she is just someone a kid follows on Facebook, Twitter, Instagram, or Snapchat.
So, the key here is to only involve yourself in influencer marketing if and only if you know who your influencer and your target audience are. Your intended audience should have a great deal of trust in this influencer and should be willing to try out anything that the in. Once the influencer starts making content around your product or service, you can then host or use this content on your own platforms and websites.
Pura Vida bracelets was able to utilize this kind of marketing to great effect in their own campaigns. Despite having a marketing budget of millions of dollars, the brand heavily relies on influencers/creators with followers that range from anywhere between 500k to a low of 50k. These influencers are often paid with products in return for photos, IG stories, live video, and other forms of social media content. This kind of marketing is cheap (since the influencers are "paid" with products instead of monetary compensation), and it has an air of authenticity around it.
Don't Take Yourself Too Seriously
A while ago, Gordon Ramsay amused himself by "roasting" (that is, dissing on) people's food creations on Twitter. The famously foul-mouthed celebrity chef used his wit to critique these amateurish dishes, and everyone on Twitter loved it. It made for good and hilarious publicity for his new cooking course. He wasn't promoting it outright, but he was making his name stick again into the collective consciousness of the public.
Another brand that doesn't take itself too seriously on social media is Wendy's. Wendy's like to reply snarkily to comments, even going so far to tell a follower to "find new friends" when the follower said his friends wanted to take him to McDonald's.
Comedy goes a long way, and cracking a joke from time to time will do wonders for your brand.
UGC means user generated content. These are content made by your own customers and followers, rather than your own marketers and advertisers.
If you manage to find a particularly interesting photo of your product taken by a customer, you can reach out and ask permission for you to display that picture on your own profile or page. You can provide compensation through products or by a shoutout/ link back to the customer. This kind of marketing is very organic, and it also shows that you care enough about your customers that you spend time exploring their posts about your brand.