Digital trends change quickly — this is not shocking news for marketers. The fast pace of media can lead to quick judgments and rash marketing decisions. Making immediate decisions in a constantly changing social media environment does not mean that those choices cannot be smart or well thought out.

Advertising spending on TikTok and Instagram is estimated to reach $177 billion in 2022, surpassing television for the first time.

 

Below are four social media insights and tips to consider if you want to avoid making rash marketing decisions and increase the number of customers in your digital channels.

1. Learn to recognize marketing trends worth implementing and those better left alone

The question you should ask yourself is: Why should I get involved in this? In other words, does your category directly relate to what is happening in the trend? Does it really concern your current customers and/or target users?

If the answer to any of these questions is "no," then consider whether the effort will be worth it and bring benefits. Consumers are very harsh toward brands they perceive as insincere. The price of adapting your brand to the wrong trend will not be worth it if consumers consider you inauthentic.

2. Every social platform is different and should have an appropriately tailored strategy

You do not have to be present on all social platforms, but it is important to make an impact on those where you are present. This is probably one of the best social media marketing tips.

Quality matters, not quantity! Publishing content that does not meet standards will only make things worse.

Instead, research and plan your social media presence in a way that aligns with your goals and speaks to your audience. Focus on the platforms preferred by your target demographic.

How to make the right marketing decisions on social media?

TikTok, as the fastest-growing social media platform in the world, is worth considering provided you understand the processes that govern it. TikTok is a place where people and businesses must bring joy if they want to attract viewers' attention. The app offers a space where brands can loosen up a bit compared with other social channels. When brands appear in an unexpected yet still very authentic way, consumers reward them. And diversity is key.

You can find more about how to use TikTok in How to prepare quality video for TikTok?

3. Define your goals

Find something to strive for. Define the reasons behind your actions. Your goal will be the driving force of your social media marketing strategy.

Your goals should be:

  • precisely defined
  • achievable
  • measurable

4. Be authentic

Although all digital innovations have made communication easier, it is emotions that play an important role in our lives.

Humanize your brand and go beyond the glass surfaces of digital screens. Show your audience what happens in your office, introduce them to your employees, show the people behind your brand.

Remember that brand stories are not advertisements or sales pitches. They help audiences connect with your brand. Your stories tell them what you stand for and show your culture as well as your values. After showing the human side of the brand, audiences are more understanding that everyone makes a mistake from time to time.

Remember that social media moves fast and you should too — but not so fast that you put the brand's reputation at risk. Be smart, be agile, but above all control the urge to publish, share, or create content just to be part of the conversation. The consequences of a bad move made on social media far outweigh a few minutes of success.