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The best social media marketing strategies of 2019

Seeing results from social media marketing is becoming increasingly hard as competition continues to rise at an alarming rate.

An estimated nine in 10 businesses with a social presence use Facebook for work purposes, according to the results of the Yellow Social Media 2018 Report. It’s important to stay ahead of the curve when it comes to your social media marketing strategy to ensure you’re successful in standing out (for the right reasons!)

As we’re already halfway through 2019, we’ve learnt a few things about what does and doesn’t work when it comes to the ever-evolving world of social media marketing. And lucky for you, we’re happy to share them. Here are some of the best social media marketing strategies of 2019 (so far!)

Don’t worry, there’s still plenty of time to nail your social media strategy for 2019

Don’t worry, there’s still plenty of time to nail your social media strategy for 2019

Target true engagement

Creating meaningful interactions with your target audience on social media is no longer just a ‘want’ for businesses worldwide, it’s now deemed a ‘must’ if you want to stand out online.

On January 11, 2018, Mark Zuckerberg broke the news that Facebook would be changing its News Feed algorithm to prioritize content from friends and family – rather than content from businesses and brands. Fast forward nearly 18 months and this algorithm adjustment is still shaping how businesses create and publish meaningful content on Facebook.

As such, there’s no shortcut to achieving genuine engagement. Businesses can no longer rely on the ‘like, comment and share’ tactic that was made popular in 2016 to try and rack up interaction figures. In 2019, using such bait techniques may risk losing your existing reach.

Instead, it’s important your social media strategy includes content that is appealing, engaging and interesting. This will ensure you’re pleasing both the latest algorithm change and your audience.

In 2019, forget bait techniques. Trying to use shortcuts to gain engagement can result in costly mistakes

In 2019, forget bait techniques. Trying to use shortcuts to gain engagement can result in costly mistakes

The rise of live

Once reserved for the likes of YouTube, video is now making waves across all social media channels in some shape or form. However, we’re not just talking standard ‘upload and play’ formats.

In 2015, Facebook became the first social media platform to roll out its own live video streaming service. At this time, the service was only for celebrity use, featuring stars like Dwayne ‘The Rock’ Johnson and Serena Williams.

Having the ability to live-watch what celebs were getting up to inspired Facebook to allow all users on the site to get involved. Now, in 2019, Instagram, Twitter and Snapchat have all jumped on the live video bandwagon.

Here, brands can create an interactive platform whereby followers (your target audience) can join the stream and watch, comment and ask questions. For example, you could announce on your feed that you’re going to conduct a live Q&A session in a few days so your followers have a little notice when you do go live.

Once the time comes to go live, your  audience can type questions in real time for you to answer. This helps strengthen the bond and trust between user and audience in a way that other content types can’t offer. Responding during the video will also give reassurance to your followers and show that your brand;

  1. Isn’t faceless and;
  2. Cares about pleasing the customer.
Going live on social media is a great way to interact, engage and connect with your target audience

Going live on social media is a great way to interact, engage and connect with your target audience

Better yet, live video drives results. In a 2018 press release, Facebook revealed that live videos on average get six times as many interactions as regular videos. 

Not only is this great for increasing engagement, it’s also extremely cost effective as businesses with any budget can create interesting video content without spending a dime.

Better yet, live video drives results. In a 2018 press release, Facebook revealed that live videos on average get six times as many interactions as regular videos.

As mentioned, Facebook isn’t the only social media platform offering the opportunity to go live. Instagram is another platform that is proving popular for brands and businesses in 2019. Its latest algorithm ranks content based on the following three factors:

  • Relationship.
  • Interest.
  • Timelines.

If all businesses try their best to fulfil the criteria associated with these components, you can bet it becomes increasingly hard to stand out. Thankfully, live video on Instagram serves as a shortcut to get your audience’s attention.

You see, when you decide to go live, those who follow your account receive a notification alerting them. This is a clever way to get ahead of algorithms that may otherwise prevent businesses from competing on Instagram.

As well as Q&As, you could create live behind-the-scenes posts, insider interviews and quick catch ups about exciting things happening with the brand.

Influencer marketing

Love them or hate them, influencers are here to stay. While it’s near impossible to put a definite number on how many influencers there are worldwide, Google searches for influencer marketing grew by more than 1500 per cent in the last three years.

This data from a collaborative report featuring Viral Nation, NeoReach and Influencer Marketing Hub shows that a significant amount of businesses are realising the potential that this group of people hold – especially when it comes to marketing their products and services online.

Partnering with a well-respected and connected influencer can help businesses reach a wider audience and boost credibility.

Working with micro-influencers is a great way to raise your voice above the competitor noise

Working with micro-influencers is a great way to raise your voice above the competitor noise

So, what can you do to get in on the action? Unfortunately, we’re guessing you don’t have the same marketing budget as brands that can afford the creme de la creme of A-listers to promote your products and services. Thankfully, there’s a light at the end of the tunnel – micro-influencers.

This sub-category of influencers may not have the same outreach as top tier celebrities, but they have great influence on the followers they do have. Better yet, they may be better suited to your target audience than a larger, less relatable public figure. As such, you could end up seeing a better return on investment by working with a micro-influencer that has half the followers of a larger influencer, but charges five times less than this person.

Some brands are even choosing to utilise the benefits of influencer marketing to generate high-authority user-generated content (UGC).

Goodbye organic reach, hello paid for ads

In 2019, organic reach is at an all time low. Whether Facebook’s recent algorithm change is to blame or an increasing competitor pool, if you want to stand out, you need to take action. And in this instance, you’ve got to pay for it.

This is where paid ads come into play.

Data from Facebook published in the latest We Are Social 2019 report reveals that the average person clicks on 14 Facebook ads per day. This shows that ads really do get people clicking, and hopefully converting.

For businesses, while there is a fee to get in front of a target audience, the cost can be small. Facebook offers ads at varying prices, with some fees starting at as little as $5, so you can easily find an option that stays within the boundaries of your budget.

Better yet, you have the freedom and flexibility to target your ads to a specific group of people based on demographic features to ensure your money is being put to good use. At the end of the day, paying a small amount could be the difference between getting your content in front of the right people, and not.

It’s important to note that putting aside time and resources into ensuring your focus is adequately managed between both organic and paid reach is super important. After all, great content is the backbone of both avenues, so always make sure you have the goods to back up your claims once your target audience reaches your content – however they get there.

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Martha Brooke
Martha Brooke About the author