Content shock is the point at which the amount of
content available on the internet exceeds our ability to consume it in a
meaningful way. For years it was debated whether or not content shock was real,
or if we would ever reach that point. That debate is now over.
Content shock is real, and we have reached
that point. Unfortunately, many brands are still employing social media
strategies that pretend otherwise. They fail to realize that crowded social
media feeds have made people much more discerning about what they will read,
what they will click, and who they will follow. Most importantly, content shock
is changing how people engage with brands.
Here are three things for which social media are no
longer the best tool.
1.
Driving Traffic to Your
Website:
Initially, it made sense to use a broad audience
approach to social media. Before social media platforms became so saturated
with businesses and individuals trying to establish a foothold, it was fairly
easy to post to a wide audience. The result of this was increasing traffic
through clicks and improved SEO.
Today, that’s no longer how people are engaging with
brands. The volume of people who are going to click on a company’s posts simply
isn’t what it used to be. Brands now have to adjust to the fact, and focus on
creating quality engagement with fewer customers. This means identifying those
who are most likely to engage, and curating the social media experience for
them. It also means employing social media as a customer service tool.
2.
Broadcasting Marketing
Messages:
Social media audiences are just aren’t receptive to
marketing posts in the way they were in the past. Again this is due to content
shock. The likelihood of people clicking on any post, liking it, or sharing it
is lower now. When that post isn’t relevant to anyone but a low sales funnel audience,
the effectiveness is significantly lower.
This is why many brands are taking their marketing
content and using it on messaging platforms and apps. These are places where
customers are more likely to be lower in the sales funnel, and where they can
be presumed to have an interest in that kind of content. One example of this
would be using messaging apps combined with in store beacons to send
information on special offers to customers.
3.
Relying on Content Frequency
to Build an Audience:
Good marketers have always considered content quality
to be a priority of quality. However, the truth is that there was a time when
all it took to build an audience was to put out lots of content, ensure that
relevant subjects were addressed, and to use the ideal keywords. Whether or not
that content actually contained anything useful or insightful really didn't
matter all that much.
Fast forward to now. It does matter. People are
hesitant to click unless they are sure the content has value to them. If they
do follow or subscribe, they are also quick to undo that if they realize the
quality just isn’t there.
The solution of here is focusing on creating valuable
content that serves a need, like top
websites do, ensuring that content is well produced and engaging with
audiences in a way that is sincere and personal. This is why the brands that
have the most success on social media are often the most responsive.
Conclusion
If you’re still using the three strategies listed
above, it may be time to revisit things. By shifting your focus to engagement, branding, and customer service you will likely
find that your social media marketing efforts are much more effective.
Author Bio:
Luisa Brenton is an
educational writer who has over 4 years’ experience in marketing. Her mission is to help people in finding their own way to a balanced
lifestyle and coping with everyday assignments successfully. You can find her
on Facebook.
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