Social media is a free marketing tool that connects your brand to billions of people, but it’s only helpful if you know how to use it. There are numerous ways to make mistakes on social media that can hinder your business growth. If your brand’s social media content isn’t getting the traction you’re expecting, you may be making one of these dire mistakes. Learning about them is the first step to fixing them.
Poor Optimization
You need to do more on social media than schedule a post and leave. While you can schedule and automate your social media campaigns, you will need to optimize your posts to gain traction on each platform. While each social media platform is different, you will need to be familiar with each platform and its algorithm in order for your posts to reach more audiences. On TikTok, video engagement soon after posting is important. On Instagram or X (formerly Twitter), hashtags in the post will help relevant audiences find it. Ensure you include keywords that your target audience might search for to gain more traction. There are many keyword research tools for social media that you can use. A social media branding expert can also help you optimize your posts for the farthest reach.
Irrelevant or Low-Quality Content
While it’s important to post content regularly on your social media profiles, you want to stick to your brand voice and image when choosing and making your posts. You don’t want to stray too far from your industry or brand niche in order to gain more followers or attention. Avoid posting content that polarizes or harms your target audience. Make sure your posts and captions are accessible and clear. You don’t necessarily need to be a professional photographer or video editor to create high-quality social media posts; you just need the right tools. You can even use generative AI for social media posts as long as you take the time to master these tools. There are even free AI dubbing and video editing tools to make your content pristine and engaging.
Inactivity or Irregular Posting
On most social media platforms, consistent and frequent activity is often rewarded. If you only post a few times a month, you’re less likely to be recommended by the algorithm. If you’re inconsistent about how frequently you post, you’re also less favorable to most algorithms. Try to aim for a consistent and active posting schedule. Creating a content calendar in advance can ensure you never run out of content to post.
Lack of Outreach
Social media is about being social. You need to put in efforts to connect with others as well as post your own content. Identify relevant influencers and brands (not competitors) with whom you can engage. Like other posts, comment on relevant industry posts, and follow relevant audiences. The more you engage with others on social media, the more active and reliable the algorithms typically see you as.
Ignoring the Algorithm
Social media algorithms are a set of “rules” each platform follows to make it successful. They determine what users will typically see on their feeds and searches. You can learn about each algorithm to ensure your posts work in harmony with them. For example, on X, posts with external links aren’t prioritized by the algorithm, as it typically doesn’t want users to leave X. Therefore, you’d avoid posting a direct external link in an X post in order to reach more audiences. When you don’t understand the algorithm and how it works, you may be making some mistakes that hinder your brand growth. Algorithm rules vary significantly between platforms, so you’ll need to keep track of each one.
Choosing the Wrong Platform
Not all content is suitable for every social media platform. Static images don’t do well on TikTok. Text paragraphs aren’t ideal on Instagram. You can tailor your content for each platform, but you won’t get access to all the same audiences. Older adults are more likely to use Facebook than TikTok. If your brand targets older adults, but you only post on TikTok, you’re severely limiting your reach. Learn about what platforms your audience is more likely to use and focus on those. Don’t waste your content on audiences who don’t care.
Not Using the Right Tools
Social media marketing is a lot easier when you have the tools of the trade. Certain programs can help you schedule, create, automate, and optimize your posts in order to gain more traction. When you don’t use these tools, it will take you much longer to create and post. You’ll also lack some key marketing data that can help you make even better posts in the future. Utilize social media marketing tools to streamline the process and make it quick and easy.
Using Only One Platform
There are many social media platforms out there. Some have vastly different audiences and content types. If you limit your brand to only one platform, there’s a chance you’re holding your brand back from further success. Even if you’re popular on one particular platform, adding another allows for more support and brand loyalty. Diversify your social media campaign.
Incomplete Profiles
Social media algorithms favor fully fleshed-out profiles. If you lack information about yourself or your brand in the platform’s biography, your posts are less likely to be successfully boosted by the algorithm. You also lose out on leads when you don’t fill out your profile. Your business appears less trustworthy with an empty profile, and you won’t be able to direct audiences to your website or contact information. An empty profile is like a blank business card. Put your most relevant information on it to see more success in customer acquisition and relevant brand partnerships.
Conclusion
Social media marketing can be a lot of work, especially if you’re accidentally working against the algorithms or not using tools to help you. For optimal social media success, ensure you post consistently and frequently across a diverse range of relevant platforms. Make your content engaging, professional, and relevant to your industry or brand. Learn the algorithms to ensure your posts reach more feeds. Once you learn how social media marketing works, you can use tech and research in your favor to boost your brand.
Raghav is a talented content writer with a passion for creating informative and interesting articles. With a degree in English Literature, Raghav possesses an inquisitive mind and a thirst for learning. Raghav is a fact enthusiast who loves to unearth fascinating facts from a wide range of subjects. He firmly believes that learning is a lifelong journey and he is constantly seeking opportunities to increase his knowledge and discover new facts. So make sure to check out Raghav’s work for a wonderful reading.
