What to Do if Your Social Media Efforts are not Paying Off?

You might have observed that while one social media platform is driving expected results, you are not getting enough engagement on another platform.

There can be a number of reasons for this disparity in social media marketing. Before taking measures to rectify the situation, it is necessary that you find out the cause behind it.

To start with, understand that the problem might not lie in your campaign execution or the content you are posting, but simply the platform itself. Not every social media platform is right for your business.

Check whether or not your target audience is using the platform you have chosen. If not, all your time and efforts will go in vain. Even if you are targeting the right audience, you need to pay attention to the demographics. If the platform is dominated by the older generation, they will prefer long form content like articles, blogs and guides. On the other hand, if majority of them come from the millennial and Gen Z club, you will have to reel them in with short, engaging and most importantly, visual content like videos and infographics.

Of course, the most major cause of concern is you are treating all the social media platforms in the same way. Duplicating your posts on every platform will not work for all of them. Each platform has its own unique characteristics, and you need to adhere to them if you want the expected results.

For example, Instagram is a visual platform ruled by short videos and high-quality images. Only sharing your blog links will not take you very far here. On the other hand, posting product demos, showing off your company culture and sharing user-generated content will help you increase engagement rates.

Thus, it is the combination of the right target audience and playing by a particular platform's rules, along with providing value with your content, that will decide how you will fare on it. If you are having problems with a particular platform, analyze your audience data and experiment with different kinds of posts to see whether it can work out for you in the long run.

TSL Consulting Pvt Ltd is an integrated marketing company based in India. We offer customized outbound marketing, inbound marketing, digital marketing and data profiling services to a wide spectrum of small and mid-sized organizations.