The Wood Works’ director, Josh Delane, considers the altering ways in which retailers can interact with social media marketing in 2024 and provides his recommendation about how they’ll finest use every of the varied platforms to advertise their enterprise in the proper method.
by George Dean19 December, 2023
In the ever-changing social media marketing panorama, there are at the moment a handful of essential platforms. Across all of them, it’s key to tailor your message and your content material (be it picture or video) to the particular platform. But as we head into 2024, you merely can’t be all current on all channels, the entire time. So, the place should you focus your vitality?
This will finally be pushed by who you do enterprise with. If you’re predominantly a B2B provider, you should focus most of your efforts on LinkedIn. However, if you promote direct to the general public, Instagram and TikTok are going to be your finest wager.
Right off the bat, Twitter (or X) might be dominated out as a KBB platform. What we do is a visible artwork and you’d actually battle describing an interesting kitchen in 290 characters or much less.
There is solely no better platform for B2B corporations than LinkedIn. It’s the place your prospects hang around more often than not and the place they’re almost definitely to see your content material.
When LinkedIn shifted to a content-based platform, it meant there have been extra content material shoppers than producers, which remains to be the case. This signifies that each publish you make has the next likelihood of going viral and reaching the plenty.
Video content material is at the moment favoured on LinkedIn and tends to outperform media like textual content or nonetheless photographs. If you labored with a selected developer or provider on a challenge, tag them in your publish. Individuals work higher than corporations, in this case. For instance, If I publish a photograph of a kitchen with a Quooker faucet in and tagged MD Stephen Johnson, not solely will my complete community see that publish, but when he engages with it, so will his.
Also, it’s good to at all times publish out of your private account. When individuals see posts from corporations, they typically tune out. Set your private profile to a ‘creator account’ and select 5 hashtags of issues you’re going to be talking about. With each publish, you’ll wish to add these 5 hashtags – you’ll get between a 10-15% uplift in attain in consequence.
Once a easy photo-sharing platform, Instagram is now pushing short-form video content material to compete with TikTok.
These days, It’s extraordinarily unlikely you’ll have the ability to publish a photograph with some hashtags and attain considerably extra individuals than your current followers. You can nonetheless use nonetheless picture posts as a sophisticated showcase of your work, however you’ll wish to focus your effort and time on Instagram Reels.
Reels are short-form movies that push creators to huge audiences to encourage them to make extra video content material. Attention spans are shorter now. You’ll wish to produce short-form movies which might be snappy and fast. Try altering frames each three seconds in order that the clip isn’t stale. Also, when you add a reel, scroll down simply earlier than posting and click on on ‘Topics’.
Choose three matters that finest describe your video. This helps the algorithm discover the proper viewers on your video and should assist improve the variety of individuals that can see it.
Last however not least is the infant of the group. TikTok is a short-form video powerhouse with curiosity on the core of its algorithm. It exhibits you extra movies that you’re in, and learns from how you work together with the app. This differs from old-school Instagram, which labored by displaying you photographs of associates, and their bigger prolonged community.
This is altering the entire panorama of social media, and is why a single TikTok video can get thousands and thousands of views in a single day. Short-form video is all you should publish on TikTok. Similarly to Instagram reels, you’ll wish to produce brief and snappy movies that hook customers and get them to observe till the tip.
Go to the search bar and seek for a subject, equivalent to ‘kitchen design’. Filter and kind the responses by ‘Like Count’ and ‘Last 3 months’. You’ll see the perfect performing movies for that search time period and begin to get concepts on your personal content material.
Retailers, get your current marketing individual to start out enjoying round with short-form video. You study by doing, so attempt to publish no less than a couple of movies per week. Tap into the analytics, see what works and what doesn’t, then tweak from there.
Alternatively, rent a creator to do that for you. You might both have them in-house or work with a marketing company that does this kind of factor all day lengthy.