Every time we look at our social media platforms, we see marketers trying to sell us something. Whether a blogger is paid to wear a product or a brand is promoting its image. Social media is a marketing gold mine.
Although social media can be very useful for marketers, there comes a point where enough is enough. As a society, we are overloaded with information. From the time that we wake up in the morning, to the time we go to bed, we have unlimited access to anything we want to know. Thus, we are all perpetually experiencing information overload.
Recently, we’ve seen a trend in social media content marketing. What’s the trend? There’s always more of it. There’s so much brand noise on social media, but do we really know if it’s working? Research conducted by the Content Marketing Institute says that only about five percent on business to business (B2B) and six percent business to consumer (B2C) brands are successful at tracking their return on investment (ROI). That is time, money and content thrown out the window and into our exhausted brains.
The most relevant part of social media marketing is finding content that matters. It is important to know and understand who we’re trying to reach. Study and analyze what is important to the brand’s influencers and customers. A common misconception is that when a brand posts to social media, it is posting to everyone. That is not the case. When a brand posts to social media, it is posting to its consumers.
If a brand is able to produce less content that reaches all of its consumers, that is better than producing a ton of content that reaches a small group. People like to see patterns and themes. If a brand is truly in tune with its social media strategy, it will produce a greater and clearer ROI.