Social media is constantly evolving, so the life expectancy of any given tactic is usually relatively short. Unfortunately, some tactics don’t seem to die when they should.
These techniques can become a significant problem, since they’ll likely lead to a waste of resources and advertising budgets. No matter how simplistic the strategy, it still takes some level of time and effort to execute, meaning that resources spent on tired social media tactics could be re-allocated to something more effective.
Furthermore, tactics that don’t properly reflect your brand could cause you to make unnecessary or even detrimental changes to your strategy.
Here’s a look at 7 of the most tired social media tactics to leave behind in 2019.
1. Gaining a Following by Following the Masses
Although this used to be one of the most popular ways to gain followers at a rapid speed, there are big problems with this technique.
These days, consumers are increasingly selective about who they follow. You may have been able to gain followers quickly years ago by following massive amounts of people, but today, potential followers could flag you as a fake account. This will in turn hurt your brand reputation and social value.
Mass following will not work anymore. In fact, gaining followers this way will ensure that most of them don’t have any interest in your product or service, and will also lead to a feed that’s full of irrelevant posts.
2. Using Automatic, Impersonal Messages
Consumers are putting a huge value on personal contact and attachment when it comes to how they choose to spend their time and money. Obviously, no one feels attached to an automated message, especially if it’s clear that it hasn’t been modified in the slightest.
In the past, a potential customer would hit “follow” on a brand’s social media page, and their inbox would immediately light up with an automated message to welcome them and invite them to make a purchase. However, consumers are becoming less keen on being treated like a faceless prospect.
Instead, wait some time. Once the relationship has been fostered, and the consumer is familiar with your brand, you can then begin to send messages that may come across as promotional. Better yet, tailor your messages to each potential customer.
3. Fluffing Posts with Backlinks
Very few people ever seek out advertisements. Most people try to avoid advertising as they scroll through their various social feeds. Quality content is important. Your content should be creative and make you stand out as a leader in your industry.
Unfortunately, many brands tend to stuff their content full of backlinks to their products or services or fill up social posts with hashtags in hopes of attracting more attention. Both of these are drained tactics that make your content less appealing to followers. In 2019, it’s more about selling your brand by selling your authority, not your products or services.
Offer people a genuine value in exchange for their attention, and they’ll come to you without much pushing.
4. Publishing Duplicate Content on Multiple Platforms
Cross-posting is no longer effective.
In past years, you may have gotten away with posting the same content across multiple platforms without any real issues. Things have changed. You can no longer cross-post without swapping out copy or content.
Audiences are becoming more and more segmented. This year, your posts need to be optimized to each platform to maximize your engagement and customize your approach. Learn which platforms work best for your needs and how to leverage them based on your objectives.
5. Trying Things Once and Giving Up
Advertising is an ever-evolving process. Social media campaigns take time to garner leads, and they’re not an overnight, one-time effort.
Have you tried:
- Sponsored Content on LinkedIn?
- Video content on Facebook?
Many people try things once, ‘fail,’ and never give them another chance. It takes time and experimenting to discover what does and doesn’t work for your brand on social media.
If you tried LinkedIn ads and didn’t see results, perhaps it’s time to try them again and track your process to review later.
6. Asking Users to Share Content
Remember the ‘Like and share’ campaigns popular in the past few years? This approach has gone out of style.
Although these types of posts may appear to have an effect, most of the time, they’re not receiving any more engagement than a regular post. More importantly, they can make your brand come across as needy or desperate.
Although this technique is still acceptable when running promotional giveaways, there are other ways to gain a solid following and potential leads.
7. Relying Solely on Organic Posts to Reach Your Audience
The days of exclusively organic content has diminished rapidly. Social platforms – Facebook in particular – are constantly updating their algorithms to favour paid content.
Your brand cannot simply set it and forget it. It’s important to incorporate a paid advertising strategy into this year’s marketing plan.
Do your research. There are many variations of social media ads. When thinking about which social networks to use for advertising, look at which ones are performing well organically and go from there.
Of course, we’re here to guide you through this year’s marketing trends. Contact us today to discuss your marketing goals. Let’s chat!