Followers don’t matter. Subscribers don’t matter. Ask any influencer. They can easily get sponsorship, and they make plenty of money from social media advertising systems, but they themselves have trouble selling nose plugs to a latrine inspector.
What matters is how much you spend on advertising within the social media platforms themselves. However, if you don’t have a budget big enough to choke a hippo, then you will have to concentrate on these tips right here.
Focus on the Content that Works
There is a saying that simply goes, “The best-laid plans of Mice and men.” It is from a book called “Of Mice and Men.” Spoiler, the big dumb guy dies. Nevertheless, as fairly savvy marketers, you have probably invested a lot of time, effort and perhaps money into social media campaigns that have gone nowhere. The best advice is to forget them, to forget your best-laid plans and try something else.
When you pay for TikTok marketing and you don’t re-promote, they ask you why. One of the choices you get is, “My video did very well on another platform.” They ask this because they know that some content goes viral on one platform and tanks on another. There are people going viral on Rumble who post the same videos on Twitter, Instagram, Facebook, YouTube and TikTok, and receive almost no response.
You need to focus on the content you post on networks where you “Are” getting traction and create brand-new and original campaigns for the others. Keep doing this until you find something that works for each social media network.
Conversions Are Your Only Meaningful Metric
Again, to continue on from the points above, each business is very different, so each approach should be different because what “Works” for each business will be different. With that in mind, it is very important that you understand what “Works” really means.
As mentioned in the introduction, having lots of followers doesn’t mean your campaign is successful. You could be offering fake 99% discounts to draw attention, but people tricked by a fake discount will not convert. Keep in mind that your biggest metric for success is (and always will be) how many conversions you make with your campaign.
Do Your Own Testing
Each business is different and each campaign is different, and those are good reasons to ignore a lot of online advice, but there is a better reason. Ask yourself who is actually creating this advice. In almost every case, it is created by writers who went to Google, picked up easily digestible advice and posted it online.
The tiny minority of people who are successful and offering advice are often telling you how to get good at what they are doing. They are not selling your product, they are selling attention.
They are selling ways to get lots of different people to look at your account. That is fine in principle, but good ads do not make popular content. How often have you seen an advertisement that trends? Trending content is almost always news or entertainment. Unless you are in the entertainment industry, you probably shouldn’t be taking advice from people online.
