Social media is a powerful marketing tool. Not only does it promote your product or service offering, but it also allows you to connect with your audience.
I’ve read a few articles that have predicted the decline of organic content (creative agencies too), which I personally find hard to believe. Don’t get me wrong, social media advertising campaigns are very effective but would you prefer a one-time customer or one that continues to make use of your offering?
If we put this into the perspective of the people that you meet, you might develop a deep relationship with one person and speak two words to the other. My guess would be that you’d maintain your relationship with the first person over the second.
This is the same with your online audience.
You want them to like your Facebook page or follow you on Instagram so that they’re exposed to your content, to your business. You want to create an online relationship with them.
Facebook vs. Instagram
You can’t go wrong in choosing which platforms will work best for you. I do think that delivering organic content across both is beneficial as they serve different purposes and you tend to reach different audiences between them.
Facebook is full of opportunity. It allows us to connect with people. We can share photos, videos and information. We can create events and be involved in discussion groups. It’s information-driven. You can click on links, which lead you to blog posts, news articles, podcast episodes – you name it.
Instagram, on the other hand, is driven by creativity… it’s a visual platform. Image first, caption later. Video first, information later. When a person looks at your account, they’re looking at your business. It provides a snapshot of your brand and while your aesthetic isn’t the be-all and end-all, it’s definitely a factor to consider.
When it comes to the content you publish on each platform, there are two ways to go about this:
- You can have the same content across Facebook and Instagram; or
- You can have different content across both.
Take Public, for example. I started with posting the same content across both but as I continue to manage its socials and the business evolves, I’m learning that community-related posts perform exceptionally well on Facebook and photos of the venue or cocktails do great on Instagram. You can always start off this way and see how you go, unless you already have a strategy in mind then, by all means, run with it.
Posts vs. Stories
Not sure if you should make use of Stories?
Do it. It’s a mix of content available to your audience.
Stories work pretty similar across Facebook and Instagram but I don’t think FB Stories have kicked-off just yet. The Digital Picnic actually described it to be “a ghost town” because everyone is on IG Stories (..maybe even more so than the traditional IG Feed). Instagram provides an option for you send your Story to Facebook as well, which is a quick and easy way to do so, but I’d probably hold off on creating story content specifically for Facebook… you feel?
When I post about the staff at Public, it skyrockets as a traditional Facebook post but plummets as a FB Story. It differs on Instagram based on what context I’m posting about the staff. For Valentine’s Day, they went around using a filter that guessed who their Valentine would be this year – it performed really well. This is because it was fun and light-hearted so naturally, I wouldn’t have posted that to the feed (..don’t think it would’ve performed great at all!).
Think of Stories as your best friend, the person you tell everything to. Posting to your feed differs in a way that’s more on-brand – “professional” if you will. You’d post a fancy cocktail on your feed but you’d film how to create that cocktail in your Stories. See the difference? 🙌
You could have the best content ever but your stats aren’t red-hot.
Reply to every comment. Follow an Instagram account back. Comment on other posts. Share posts that are about the business.
Engage often, engage well. ✔️
When I say “engage well”, I don’t mean interact with every single post on your feed. It wouldn’t make sense for Public to comment on a tradie’s photo out of the blue… but it would make sense if they commented on a tradie’s photo if the tradie was a regular customer who has already formed a relationship with the business. Better yet, it would make all the sense in the world if the tradie participated in the annual Nugg Off as it’s directly in line with the business (..the Nugg Off is a Menslink charity event to raise awareness in the mental health of males and it’s hosted at Public).
Plus, these kinds of platforms notice how active you are and it can actually help your social ranking, which in turn can push your content to more people.
Everyone has their own way of managing social media accounts.. to be honest, I don’t think there is a right or wrong way but there are definitely so many effective ways out there.
Try out a few things and see what works best for you. It’s also important to remember that social media is always changing so what works for you now might work in the next year… or it might not. All you need to do it keep up with the environment. ✨