The TLDR August 27, 2019
This week we’ll be helping you create a social community, explaining how social media affects purchase behavior and sharing IGTV tips. If you missed last week’s issue, you can catch up on everything here.
4 Questions to Keep in Mind When Planning Your Community-Building Strategy
With the myriad algorithmic changes to all social networks recently, it’s not surprising that community building has become more and more critical. Here are four questions to ask yourself when planning your strategy, found here.
- Are you willing to foster a community?
- Communities don’t happen if all you do is post and sign-off. You have to engage.
- You will need to put effort into building this community, so make sure you’re willing to put in the hours – and that the hours will be worth it.
- Make sure your engagement is high-quality and genuine, not just for volume.
- Will you offer value?
- Value is not salesy, self-serving content that doesn’t engage your audience.
- Give them something that makes their lives better in some way – either it provides information, sparks joy, stimulates conversation, or helps them solve a problem.
- If you’re struggling to create content that adds value, consider just asking your audience what they’d like to see.
- Are you forcing them into your community or allowing them into it?
- Don’t add someone to your group without their permission. People need the option to opt-in or they might develop a negative perception of your brand.
- Post things on your page that let people know a group exists, then accept them to that group – don’t just add them out of nowhere.
- Are you meeting people where they’re at or are you asking them to defer to a channel you like?
- By now, most people have preferences for where they like to engage. Find out where that is for your audience and go there.
- Asking them to engage on a platform they don’t regularly use runs the risk of limiting how much interaction you’ll ultimately get.
7 Tips to Help Brands Influence Purchase Behavior on Social Media
The manifest recently conducted a study that gleaned insights on how US social media users interact with brands on social platforms – and how those interactions affect purchases. You can read more here.
- Use social media to connect with consumers and other businesses: There are now very few communication barriers between brands and consumers, and 74% of people now follow brands on social. This means its easier than ever to connect with your consumers and potential brand partners.
- Interact with people to establish rapport: Consumers like to buy from brands they trust. The more they interact with your brand, the more likely they are to purchase from you. Make sure you engage with them back, and that you’re taking every chance to humanize your brand.
- Know that men and women are drawn to different platforms, but don’t base your whole strategy on generalizations: Even if one platform skews one direction or another, purchase decisions are based on making factors outside of gender identity – so keep that mind when coming up with your strategy and remember the individual.
- Know what age your social media will have the most influence on: Different generations are drawn to different platforms. While millennials spend the most time on social daily, platforms like TikTok are heavily the territory of Gen Z. Pick networks that your target audience is likely to be on.
- Choose your social platforms carefully: Each platform has a specific purpose, and content can’t simply be recycled from one platform to another. Customize your content for the platform you’re posting it on or risk looking out-of-touch.
- Embrace social as a tool for two-way communication: Social isn’t a commercial; it’s not a platform where you can talk at your audience. Let them be part of the conversation and engage them – it will build brand affinity.
- Remember that people want to buy from brands they follow: As long as you know who your target audience is and you’re in the right place, there’s a strong chance your audience already wants to buy from you. So communicate with them on equal ground instead of trying to sell constantly.
Instagram-Approved IGTV Tips
IGTV requires a different approach than the feed, and no one knows that better than Thrillist. Check out the tips below to learn how to make IGTV work for you, found here.