Sifting through the Myths: Brewing Success on Social
5 March 2019 22:37pm
Social media is an essential part of any marketing campaign. As platforms continue to offer an increasing number of features, the opportunity to reach scaled audiences grows, and so does the popularity of advertising through social channels. In fact, 68% of digital marketers plan to increase their investment in paid social media by 2020.
According to eMarketer, social network ad spend is expected to grow from $34 billion in 2019 to nearly $47 billion by 2021. Of course, the success of social media marketing, as is the case in other settings, doesn’t come without misconceptions.
In this article, we’re debunking the top 5 social media marketing myths so marketers can realize the true benefits of this resource and fuel their brand.
Myth #1: Social ads don’t work, and they’re not necessary for my business.
There are 2.77 billion social media users worldwide, and that figure is tracking to reach 3.02 billion by 2021. That likely includes a considerable share of your target audience. So, while you’re not engaging with them on social, your competitors will, causing you to miss out on opportunities to seize market share and boost your business. Regardless of whether you’re a B2B or B2C brand, it’s imperative to keep up with both tech trends and consumer expectations. After all, it’s not just about advertising on social media. It’s about executing your ads correctly in terms of content and targeting.
Myth #2: The social platform doesn’t matter.
Each social platform serves a different purpose. Although the user bases overlap somewhat, the consumer experience and expectations are unique for each, which means that certain platforms are better than others in achieving your goals. Are you trying to captivate someone while they are at the office, or when they are at home? Are you trying to sway an informed decision process, or elicit an immediate emotional reaction? Each platform, and the ad formats they support, will weigh heavily on their ability to deliver against your desired result.
For instance, some social platforms offer text based ads, while others primarily focus on pictures or videos. Does this matter? Absolutely. Not every platform will be suitable for your campaign or target audience. It’s up to you to pick and choose platforms based on your business needs, the message you want to get across, and the image you want to build for your brand.
Myth #3: Social is only for B2C brands.
This is the biggest misconception when it comes to social media marketing. The truth is, social works well for B2C companies as well as B2B. It’s an excellent way to drive traffic to your site, create a reputation for yourself, and grow awareness. Whether your audience is the end consumer or another business doesn’t matter. What does matter is that you bring value to the table. Don’t only focus on featuring your product. Start conversations that inspire those around you and connect with your audience in creative ways. Through this process, make sure your brand conveys a personality that coincides with your intended image.
Myth #4: Consistent posts will ensure success.
Social is more than a microphone. Social is an opportunity for brands to engage in meaningful bidirectional communication. Consistent posts and engagement with others, whether it be businesses or consumers, is necessary to build a foundation for successful social marketing. You can’t expect to engage audiences if you’re not willing to do the same. Start by determining which solutions on each platform match the goals you’re looking to achieve and actively utilize those. Are sponsored posts on your Facebook profile better for your company or Facebook stories that disappear over time? There is no one size fits all.
Myth #5: More followers is key.
Having more followers doesn’t guarantee better business outcomes. Just like ads, the quality is what matters, not solely the scale. Reaching the right people in the right place at the right time is how your brand can gain traction. That being said, your focus should be on gaining quality consumers and building a relationship with them over time. The rest will follow.