9 in 10 People Buy From Brands They Follow on Social Media
If your business is not visible on social media, chances are you will miss a significant opportunity to draw attention to your brand and increase brand awareness and brand loyalty.
A customer recently asked us to reduce the frequency of their posts from daily to a couple of times a week because their business is growing so fast that they can hardly keep up with the demand.
Why Reducing the Frequency of Your Social Media Posts Is Not a Good Idea
Nine in ten people buy from brands they follow on social media.
While I am always a little skeptical about the accuracy of these numbers, the trend is undeniable.
People are glued to their smartphones and tablets. They scroll through Facebook, Instagram, Pinterest, TikTok, and other social media feeds, often just to be entertained. If your business is not visible on these channels, chances are you will miss a significant opportunity to draw attention to your brand and increase brand awareness and brand loyalty.
Social Media Increases Brand Familiarity
Users may only spend a few seconds on each post as they scroll through their social media feeds. But because they see your brand daily and interact with it, it becomes familiar to them even by only glancing at your post.
Familiarity with your brand doesn't develop suddenly, like turning on a switch. Instead, it builds gradually over a long time until it becomes trust.
Engagement Spreads the Word
The more quality content you post, the more your audience will engage with your posts through likes, comments, and shares.
Strong social media engagement is a sign that your posts are making an impact in your market.
With each engagement, the algorithm places your post in the feed of the followers who first interacted with it. Showing up in the feed of other people's followers is a huge benefit that will help spread the word and broaden your brand recognition.
Audiences Interact More With Brands They Trust
How audiences interact with a brand can vary by social media platforms. The typical three are likes, comments, and shares. But there are others, including link clicks, the number of your followers, reviews, retweets, mentions, saves, direct messages, or branded hashtags.
Not only does trust drive engagement on social media, but it is also critical to building a long-term relationship with your audience and loyalty to your customers that will ultimately increase your bottom line.
But establishing trust and an emotional connection with your core audience is also crucial for another reason. Customers believing in your brand can act as champions or ambassadors for your brand, spreading the word even further.
Slow and Steady Wins the Race
Frequently increasing and decreasing the number of your posts due to short-term constraints, like your workload, is not a good social media strategy. It diminishes the potential reach of your posts.
What does work, however, is steadiness. Posting fresh, valuable, high-quality content daily usually makes a big difference. Over time, you will see improving stats with more people reached and more engagement.
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