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The real measurement of social-media success

In today’s digital age, social media has become an integral part of our daily lives. People use social media platforms to connect with others, express themselves and, of course, promote their businesses. While social media can be an incredibly powerful tool for reaching a large audience, many people (like me, before writing this blog) fall into the trap of believing that the number of likes or followers they have is the most important metric of success. However, this is not necessarily the case. Likes are important, yes, but more so is how you reach and engage with your followers effectively.

Let me explain…

Firstly, the number of likes or followers does not always equate to actual ‘engagement.’ You may have thousands of followers, but if they are not engaging with your content or buying your products, then your social media strategy is not truly effective, is it? This is why it’s essential to focus on engagement metrics such as comments, shares and click-through rates (i.e. the number of clicks on a specific website, email, campaign or advertisement link, to read about or view a particular product or service).

It’s these metrics that can help you understand whether your content is resonating with your audience and driving them to take action.

Secondly, it’s crucial to understand that social media algorithms are constantly changing, and the number of likes or followers you have is not entirely within your control. For example, when Instagram removed the ability to see the number of likes on posts in some countries. This kind of shift forces brands and influencers to focus on other metrics, such as engagement and reach, to measure the success of their social media strategy. This also means that brands and influencers must be adaptable and flexible in their approach to social media marketing.

So, how can you reach your followers effectively? Here are 5 tips:

1 Know your audience: Before you create content, you need to understand who you’re talking to and what they want. Conduct market research, analyse your social media insights and listen to feedback from your followers. This will help you create content that resonates with your audience and drives engagement.

2 Create high-quality content: Once you know what your audience wants, you can create high-quality content that meets their needs. Use high-quality images and videos, write engaging captions and use *hashtags to increase reach.

*Can I just interrupt this blog to talk hashtags for a second…

Hashtags are a powerful tool to increase the visibility of your content and reach a larger audience on social media platforms, but you need to know how to use them. Here’s some advice:

Use relevant hashtags: Research and identify popular and relevant hashtags that are related to your content, industry, or target audience.

Use trending hashtags: Keep an eye on trending hashtags that are relevant to your content and include them in your posts to increase the chances of your content being discovered.

Use a mix of popular and niche hashtags: Using popular hashtags will help your content reach a larger audience, while using niche hashtags will help you target a specific group of users who are interested in that topic.

Keep it simple: Use simple, easy-to-remember hashtags that are short and easy to type. Avoid using complex or obscure hashtags that are difficult to understand.

Don’t overdo it: Use a limited number of hashtags in your posts, as too many hashtags can make your post look spammy and turn off your audience.

Engage with other users: Use hashtags to find and engage with other users who are interested in your content or industry. This can help you build relationships with potential customers or collaborators.

Okay, back to reaching your followers effectively…

3 Be consistent: Consistency is key when it comes to social media marketing. Post regularly, and create a content calendar to ensure that you are providing your audience with a variety of content that they will find valuable.

4 Engage with your followers: Social media is a two-way conversation. Engage with your followers by responding to comments and messages, and ask for feedback on your content. This will help you build a loyal following and increase engagement.

5 Use paid advertising: While organic reach is essential, paid advertising can help you reach a larger audience and drive more conversions. Use targeting options to ensure that your ads are shown to the right people, and track your results to optimise your campaigns.

While social media remains a powerful tool for reaching a large audience, it’s not just about how many ‘likes’ a post gets. To reach your followers effectively, you need to focus on engagement metrics, understand your audience, create high-quality content, be consistent, engage with your followers, and use paid advertising when appropriate.

By following these tips, you should be able to build a loyal following, drive engagement, and ultimately, achieve your social media marketing goals.

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