Social media marketing tips to help you convert

The success of social media marketing and paid advertising depends on various factors. Today, brands and influencers are investing heavily in video content to overcome the falling attention span of consumers and increase affinity towards bite-sized videos. Marketers also have other technical issues to overpower, and one of them is the difficulties arising from software updates that prevent them from accessing cookies. All in all, marketers need to reevaluate their existing tactics to engage existing consumers and find alternative ways to reach and understand new audiences.

Learn more about this paradigm shift in the following passages and ways to adapt to the situation so marketers can be more productive on social media in 2023.

What are the biggest challenges for social media marketers?

The increasing popularity of video content does not always mean success for marketers who serve marketing videos. There are two reasons why marketing videos go off-target:

• The guidelines: Since sponsored content on social media is supposed to bear a “sponsored” tag, users treat it like any other promotional video and swipe past them without clicking.
• The rule of three seconds: Marketers tend to overdo things in the initial three seconds to make the most out of their video. The outcome does not always favour them-not just that they fail to grab attention, but they look desperate too.

How can marketers overcome the situation?

Businesses should stop obsessing over the length of the videos and rules that generalize their effectiveness. Instead, start creating high-quality content that clearly communicates with the buyer’s habits, behaviours, and inspirations quickly and genuinely without simply trying to optimize for viewership. This way, people will stop scrolling and start clicking your content. If brands can’t confidently answer why a user wants to buy and buy at that instance, it is time they begin reevaluating their content strategy for 2023. This phase can be a little overwhelming for small businesses due to a lack of expertise, but you can remove the obstacles by getting help from an experienced digital marketing agency.

Maintain a content library

Before embarking on the distribution of video content, brands must start collecting and segregating videos. You should have enough user-generated content (UGC) and high-production videos so that you don’t run out of posts. Some of the content in your library should be experimentative, meaning it can have elements that test various copy, audio, and hooks to understand audience preferences that drive action.

Lead collaborations with content creators

It is vital for brands to engage in long-term associations with creators and not hire them for a one-off assignment that fails to fulfil your marketing goal. Start building a deeper relationship with your partners to produce memorable content. Most partnerships follow a campaign format or leverage a professional video marketing agency.

Creators with a better understanding of the ‘why’ and issues of the audience can produce content that satisfies the bottom line. Another benefit of establishing long-term relationships with creators is that they will eventually become brand advocates. From there on, they will be motivated and excited to contribute to your ad creation efforts. In addition, you can also reward them deservingly by offering affiliate programs alongside the partnership. This way, the creator gets an additional source of revenue through content that converts.

The search for higher conversions

The latest iOS refreshes have made tracking marketing campaigns almost impossible for marketers. As a result, marketers will lose access to users’ IP addresses, email addresses, and marketing pixel. They will no longer be able to see attribution statistics, including conversions, email open rates, and metrics that help gauge the success of Facebook ads. iOS updates will directly affect Meta because marketers will start migrating to other platforms that provide clearer attributions about their paid ad campaigns. Social media platforms like TikTok and Pinterest will be the biggest benefactors of this move as they assure high-performing ads and better attributions than Meta.

Social media marketing is not a smooth ride for any brand. Just like on Google, marketers are faced with problems related to changing algorithms, software updates, and shifting content preferences of the target audience. Marketers should be aware of all these changes at a microscopic level to achieve their end goals and stay apart from their competition.

Good Luck!