Five years ago, some companies were only dipping their toes into the world of social media. Strategy heavily focused on video content and optimizing formatting for vertical screens on mobile devices. Influencer marketing was growing in popularity and many brands were using real consumers to help build brand identity.
Social media quickly became oversaturated, overproduced, and overwhelming. Now, consumers feel differently about how they interact with both friends and brands on social. More and more people are cutting down scroll time, embarking on frequent ‘digital fasts,’ and even deleting some platforms altogether.
In 2023, a new age of social media is emerging. But how do you keep your marketing strategy modern and effective? Here are our top six do’s and don’ts to keep in mind.
1. DON’T: Oversell
Consumers are smart. They don’t want to ‘feel’ marketed to — they want to feel empowered with information to make their own decisions. As a brand, you shouldn’t be overly aggressive with the insistent calls-to-action and constantly bothering your audience. Instead, let your content organically drive consumers to curiosity. Establish a brand that’s credible, relevant, and engaging. Allow your content to open doors for further engagement opportunities when the time is right.
2. DO: Be Authentic
The idea of ‘de-influencing’ is gaining in popularity. Instead of over-enthusiastic celebrities paid to rave about a product, we’re seeing more creators focus on purchases they regret, products that are overhyped, and storytelling of negative brand experiences. Authenticity and showcasing everyday life are more appealing than the filters and staged photoshoots of the past.
3. DON’T: Underproduce Content
In today’s digital age, content is king. Your website should be fully functional and up to date. Your social media presence should be consistent and creative. You should be taking advantage of email marketing. If you’re not engaging your target audience on multiple platforms, your marketing strategy will be ineffective against tech-savvy competitors.
4. DO: Tell Your Brand Story
Products and services don’t operate in a vacuum — they’re attached to your brand story. Consumers are focused on more than just functionality or a product or quality of a service, they’re also considering how brands align with their political and moral views. Consider how your brand story is embedded in your website, on social media, and throughout the purchasing journey. Identify a core value or two and tie them into everything you do.
5. DON’T: Use Data Irresponsibly
Everyone knows their data is being tracked. But no one wants to feel that being targeted. Though you may be collecting emails from interested clients or getting passed new leads from partners, be cautious when reaching out. Protect individual privacy and market ethically — making sure you always have an opt-in or -out option.
6. DO: Use Tech Tools
Technology is ever-evolving. Scheduling apps, project planners, AI writing bots, and other tools can be extremely useful in automating or optimizing processes. Invest in online tools that make sense for your business.
