Social media marketing is definitely a knack. When done right, it can catapult your brand, but when done wrong, it can feel like you’re screaming into a void. While it may seem easy; ‘you just post some content and watch the likes roll in’; there are plenty of mistakes that marketers could make that will get in the way of their social media success and taint their efforts.
So without further ado, let’s break down some of the most common social media marketing mistakes and, more importantly, how to avoid them.
- IGNORING YOUR AUDIENCE’S PREFERENCES
A one-size-fits-all approach is not the one to take with social media marketing. What works on Instagram might not work on LinkedIn, and what engages Gen Z might bore millennials. If you’re posting content that doesn’t resonate with your audience, they’ll scroll right past and they might even unfollow, then shifting their attention to competitors who are actually listening to them.
To avoid this, it’s important to tailor your content to the platform (more on this later) and the audience.
Pay attention to what gets your audience talking, engaging and sharing. The more you listen, the better you can create content that aligns with their interests and behaviour.
Make sure to also study your audience’s demographics on each platform and use analytical tools to track which content resonates the most. This will help you refine your strategy and create more effective, audience-driven content.
- POSTING WITHOUT A STRATEGY OR PURPOSE
Posting without a clear strategy or purpose is a common mistake that many brands make. Without a plan, your content can come across as lacking purpose or just generally all over the place. As a result, you might not capture the attention of your audience, especially in the way you want it to.
Every post should have some sort of purpose whether it’s driving traffic to your website, sharing information or just making your audience smile. When you post randomly, without understanding your audience’s needs and preferences, you risk wasting time, resources and effort. Plus, inconsistent or off-brand content can hurt your credibility and make it harder to build a loyal following.
To avoid this mistake, take the time to set up a content plan. Make sure your posting frequency is consistent, that your content aligns with your goals and track what’s working (and what’s not). A solid strategy keeps your content relevant, engaging and consistent, helping you get better results for your brand.
- FOCUSING TOO MUCH ON SELLING
If every post is just sell, sell, sell, people will quickly lose interest. Without organic content, your brand will feel pushy and impersonal. You’ll also miss the opportunity to provide value, entertain or connect with your audience on a more personal level.
Instead, mix up your content. The goal is to create a balance between promoting your products and offering content that is authentic, engaging and relevant. When your audience sees you as more than just a brand trying to make a sale, they’ll be more likely to trust you, engage with your content and ultimately make a purchase when the time is right.
- NEGLECTING ENGAGEMENT
Social media isn’t just a platform to broadcast your content, it’s a place where you can connect with your audience in a way that’s reciprocated. When you ignore comments, messages or interactions, you’re missing out on building relationships and trust with your potential customers.
Ignoring engagement can make your followers feel undervalued, and they might even unfollow you or stop interacting with your content altogether. Plus, when you respond and engage, it shows your brand is active, human and cares. Just like with your real-life relationships, the more you interact with your audience, the stronger your relationship with them will become.
Take the time to respond, start conversations and show your followers that you’re listening- it goes a long way!
- FORGETTING VIDEO CONTENT
People love watching videos. It’s one of the most engaging types of content out there; it grabs attention, it’s easier to digest the information shared and gets way more reach than static posts. If you’re not using it, you’re missing a huge opportunity.
People scroll fast, and a well-crafted video can grab attention way quicker than a static image or a long caption to stop them scrolling past. It’s also very evident that many platforms are now prioritising video in their algorithms, meaning your content is more likely to be seen if it’s in video format.
If you’re not using video, you risk falling behind competitors who are. It’s one of the best ways to stand out and keep your audience interested.
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- BEING AFRAID TO SHOW PERSONALITY
People don’t just follow brands for discount codes and product updates, they want to connect with something real. If your content feels too corporate or robotic, your audience might feel disconnected from you and switch off.
Social media is all about building a relationship with your audience, and that’s hard to do if your brand doesn’t have a voice or personality. Showing some personality, sharing exclusive content, conversing with your audience or even just having a distinct tone helps you stand out and makes your brand more relatable.
When you play it too safe, you risk blending in with everyone else and missing opportunities to create loyal fans. Remember, people connect with people, not faceless corporations, so don’t be scared of letting your brand’s personality show.
- NOT ADAPTING TO ALGORITHMIC CHANGES
Social media platforms are constantly tweaking their algorithms so what worked last year (or even last month) might not work today. If you keep posting the same way without adjusting to these changes, your content could get buried in people’s feeds, leading to lower visibility and less engagement.
For example, some platforms now prioritise short-form videos, while others, like LinkedIn, push content that starts conversations. If you’re not paying attention to this, you’re missing out on ways to get your content seen.
Staying up to date on algorithm shifts and tweaking your strategy accordingly helps keep your brand relevant. This could be posting specific types of content, using new features or focusing on improving your engagement metrics.
Don’t get stuck in happy habits while your competitors evolve.
- IGNORING PLATFORM-SPECIFIC FEATURES
Ignoring platform-specific features is a mistake that can significantly limit your reach and engagement.
Each platform has its own unique tools and features, and to make sure your content is maximised on each platform, you need to pay attention to those features. Instagram has Reels and Stories, TikTok thrives on trends and sounds and LinkedIn favours in-depth posts and articles. They’re all different!
If you’re posting the same content everywhere without taking these features into consideration, you’re not making the most of what each platform has to offer. Not to mention that platforms tend to prioritise content that uses their latest tools, meaning your posts could get more visibility even just by giving them a try!
If you ignore these features, you risk falling behind competitors who are using them to connect with their audience in fresh, engaging ways. To stay ahead, experiment with platform-specific tools, keep up with new updates and tailor your content accordingly.
Social media is always evolving, make sure you’re evolving with it!
- USING STOCK PHOTOS EXCESSIVELY
Relying too much on stock photos can make a brand feel generic and uninspired. While stock images can be useful occasionally, overusing them strips your content of any authenticity, and that’s what a solid social media presence relies on.
Real, unique visuals will always have a stronger impact on your audience than stock images ever could.
People scroll through social media to connect with real people and real brands. If your posts look like they came from a generic image library, your brand won’t feel real. Of course, there’s also a chance that your audience has already seen the stock image elsewhere, making your content feel even less original.
Instead of leaning too hard on stock photos, mix in authentic visuals like behind-the-scenes shots, content you’ve created yourself or any user-generated content you might have acquired.
- YOU GET WHAT YOU PAY FOR
While organic reach is great, social media platforms are becoming more pay-to-play, meaning your posts might not get the visibility they deserve without a little boost from some well-targeted ads.
Relying only on organic content can limit your audience, making it harder to grow and reach new potential customers.
The solution? Social media ads let you target specific demographics, interests and behaviours to ensure that your content gets in front of the right people. Ads can also help drive traffic to your website, increase engagement and even boost sales.
If you’re avoiding ads because you think they’re too expensive or complicated, you might be holding your brand back. Even a small budget can make a big impact when used strategically. The key is to test different types of ads, track performance and refine your approach because, in today’s crowded social space, a little paid promotion can go a long way.
If you’re looking to successfully execute a social media marketing plan, it’s not just about posting content, it’s about strategy, engagement and staying adaptable. By avoiding these common mistakes, you can build a stronger online presence, connect with your audience and ultimately drive better results. Made any of these mistakes before? Now you know how to avoid them.
If you need any more help avoiding mistakes with your social media strategy, get in touch with us and let the professionals be of help.