New Year, New Social Strategy for 2019
Social media and paid social advertising are constantly changing and evolving, so keeping a close eye on the content you’re putting out and how it’s reaching your audience is crucial. The new year is the perfect time to rethink, re-asses, and develop a new strategy. Here are some ways to get you started:
Eliminate platforms that are not working. The best thing to do when turning over a new leaf is to clean house. This may include shutting down simultaneous posting to services that are soon closing (like Google+) or shutting down a Snapchat account that is dwindling in numbers. Marie Kondo your social channels — if something is not performing well and draining resources, get rid of it.
Assess current trends. In 2018, for example, Facebook again changed their algorithm to prioritize post engagement, meaning that comments gained an increased importance in driving posts up the news feed. In their end of year report, Hootsuite forecasted a decline in organic reach of brand posts, meaning paid social will be more important than ever in the coming year. Stories were also a massive trend in 2018 and will continue to be in 2019, with Instagram stories as the most popular format and Facebook stories on track to surpass Snapchat.
Think about new features. Speaking of Facebook Stories, there are now paid social ads available on the platform. Although of course following your audience is important, it’s equally important to find cost-effective ways to promote your brand, and new formats are certainly a way to do that. Experimenting with a new type of social ad may lead to previously untapped markets, but you’ll never know unless you try them.
Re-think engagement. The most valuable things for a brand social account in the current media environment are a defined voice and the ability to interact with customers in a way that feels organic. When reaching out over social, be sure to consider your established brand identity, and also think of ways to go (slightly) outside of the box so that your social pages don’t come off as canned or predictable. You can also try emerging trends like hiring micro-influencers to engage with or promote your accounts. Smaller influencers in niche areas have good rapport with audiences, and can be useful in sparking conversation about your brand online.
In the end, the best strategies for the upcoming year in social are ones that adapt existing brand identity to platforms that are current and receiving organic engagement with your desired audience. By keeping a sharp eye on trends, you’ll be able to keep your social lean and ahead of the curve.