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Strategy & Insights: Up Close

10 Best Social Media Practices to Elevate Your Brand in 2023

The best practices for your social media strategy are actionable insights your pet brand can adopt to ensure business growth during 2023. Here are 10 strategies to improve your social media output this year.

1. Be clear about your buyer persona

Buyer personas are semi-fictional characters that represent your ideal customer segments. Your ideal customer segments will come from data obtained in your market research and insights from your current customer database.

In order to create your buyer personas, you will need to be clear about the following information:

  • Demographic information: age, gender, annual income, location, family situation, and education.

  • Personal interests: hobbies, travel, volunteer work, etc.

  • Professional information: the industry they work in, their job title, and the company size

  • What do they believe? What are their aspirations? What do they want to achieve? What drives them?

  • What are their pain points? Which challenges are they facing? What are their struggles?

  • How your offerings fit into their lifestyle.

  • Social media usage and their communication style.

Once your buyer personas are created, it'll allow you to execute your marketing plan with more accuracy by crafting a tailored approach for each of your customer segments. This will ensure you reach the right people and deliver the right message.

2. Share diversified content

It is crucial to pay attention to what your ideal customer enjoys and where most of their time is spent. Expressing the same idea or concept in a different creative way on your social channels is a great way to mix up your marketing strategy. Make sure the way you're expressing your ideas matches up with the unique audiences of each platform, as we discuss in the next section.

Some tactics you can implement:

  • Upload native videos where possible -- instead of sharing a link to the video on YouTube, upload it directly to the platform so it'll have greater reach and rank higher in the algorithm

  • Create video stories that live for 24 hours and focus on something particular such as calling out a great review, a quick preview of a new design or color that's "coming soon"

  • Use native polls on Facebook and LinkedIn for another unique engagement method

  • Integrate infographics, video content, and stories into your posts for more variety

  • Use unique imagery that's not found on stock sites, by creating photo content that's just for your brand and specific with your key visuals to highlight

As you experiment with different content types, it will become easier to identify the content formats that perform best for your marketing goals. Ultimately, you will be able to pinpoint where your resources should be invested,

3. Have specific content strategies for each social network

This may be challenging, but also highly valuable since each social media platform attracts users for different styles of content. TikTok is the platform to experiment with less serious content formats, Instagram is where users meet to find visually aesthetic inspiration and Twitter users express their thoughts and even controversial points of view. When designing your content strategy for each social platform, keep in mind what performs well on each platform so you can tailor your content accordingly.

4. Share more videos on your social media channels

The demand for online video content is growing due to the narrower attention span of audiences across the board. The annual State of Video Marketing survey released by Wyzowl found:

  • 96% of marketers who use video say that it's an important part of their marketing strategy.

  • 92% of video marketers reported that video gives them a positive ROI

  • 90% of video marketers say video has been effective in generating leads. (Wyzowl, 2023)

Since people tend to be more attracted to videos, one efficient tactic to increase your video completion rate is by posting short videos. Keep in mind, your short video may have a more powerful impact if funny or inspirational twists are incorporated.

5. Track performance data

Performing a thorough social media analysis report at least once per year will help optimize your digital marketing efforts. Your social media report is simply a collection of data and stats taken from each social media account your business manages.

The data and metrics included in the social media analysis report will depend on your social media strategies and goals. For instance, these are some of the most common:

  • Followers

  • Clicks

  • Retweets or Reshares

  • Favorites or Saved

  • Reach rate

  • Total engagement

  • Engagement per post

The report is a key element to understanding your brand's evolution throughout the year on social media and also pointing out the areas you need to focus on to improve.

6. Analyze your hashtags