Council Post: Three Social Media Strategies To Help Your Company Stay Ahead This Year

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Blake Michael is an entrepreneur, creator and Chief Evangelist atLumanu, the company simplifying business for the creator economy.

Social media is an integral part of any modern company’s marketing success. If you want to build a thriving business, you need to have an up-to-date omnichannel strategy that encompasses influencer marketing, user-generated content (UGC) and all of the latest platforms and features.

With trends and features changing day to day, it can be a lot for anyone to keep up with. So, here are three of the most effective social media strategies I’ve seen for 2022 and how you can implement them into your business:

1. Give creators the freedom to act as an extension of your marketing team.

While providing creators with a creative brief is standard practice and can help guide them on what you’re looking for, many companies fall into the trap of creating overly restrictive guidelines that hamper an influencer’s true creative capabilities. In doing this, brands aren't taking advantage of the unique talents of creators and are essentially using them for their built-in “reach.”

While this reach is undoubtedly valuable, it was created because of that influencer’s creative style, niche and understanding of their following. The relationship between a creator and their followers is fostered through consistent quality, integrity and interaction, so limiting their creative freedom can not only do a disservice to your company, but it also risks making the partnership seem forced or ingenuine to followers.

When you allow creators the freedom to act as an extension of your marketing team, you’re realizing an unspent opportunity to develop a deeper relationship with that creator and, in turn, their followers. Allowing them to craft and assist with campaigns increases the chances of its success because no one knows what it takes to grab and maintain the attention of their audience more than they do.

Although it seems like a simple concept, many brands are underutilizing creators in this way. More companies should consider filing a “creator in residence” role to take advantage of the innumerable opportunities it presents.

According to research conducted by The Harris Poll, 71% of consumers say that social media posts by friends or people that they know influence their purchasing decisions. It’s one reason why influencer marketing has been astronomically successful over the past decade.

When consumers see reviews from everyday people, they trust them more than anything the brand will ever tell them. This is what makes user-generated content such an effective marketing tactic. If you aren’t already, utilize any UGC on social media to show consumers that other everyday customers love and recommend your products.

You can also turn real users into product evangelists. The word “evangelism” comes from the Greek for “bringing the good news.” Today, evangelists are avid fans of a brand who advocate for your product and recommend it at every turn, genuinely believing that it will improve the lives of others in one way or another. This word-of-mouth marketing is highly effective in the age of social media, and it’s an incredibly cost-effective tactic—UGC is generally free to repost with permission. The biggest fans of your brand will be excited to spread the good news if given the opportunity.

3. Go all in on TikTok.

Deploying and investing in a TikTok strategy has paid off in dividends for thousands of brands. With over one billion active users, TikTok is no longer skewed toward a younger demographic. In fact, Pew Research data suggests more than 40% of TikTok users are over the age of 30. Your product, no matter its target demographic, has a place on TikTok.

With its unique content-first algorithm, you have a shot at going viral by staying on top of the latest trends and tapping into what’s going on day to day. Ephemeral content is one of the best ways to capture your audience and increase your engagement.

If you’re struggling to think of organic content, TikTok has also introduced several advertising initiatives, such as TikTok Branded Mission and TikTok Pulse, to help you get your name and logo in front of some of the app’s most viral moments. No matter your product, service or target demographic, you can’t afford to miss out on TikTok as part of your omnichannel social media strategy.

Nine in 10 internet users are actively on social media—more than half of the total global population. Social media has made an indelible mark on our society, and while specific platforms come and go, social media marketing is here to stay. The last few years have proven that companies need to stay adaptable in order to find and maintain success. Staying up to date on the latest social media strategies, like the ones above, is a lifeboat in what’s become a sink-or-swim marketplace.

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