Social Media in 2024: What NOT To Do
As marketers, we’re always thinking about what we need to do in order to better our social presence. From consistent posting, to using links and tags, and more, there’s a lot to think about when it comes to optimizing social media. But we rarely stop to consider that there are some things we should NOT be doing. Sometimes, avoiding certain bad practices of social media are actually even more important than following the best practices.
In addition, some of the “don’ts” that are listed in this blog are way more important in 2024 than they were even just a few years ago, due to changes in algorithms and platform rules. Read on to learn what pitfalls to avoid in order to keep your social media in top shape!
#1 Don’t Buy Fake Followers
Buying fake followers was always a bad idea (as it can harm engagement rate) but with Instagram cracking down on fake followers, it’s more important than ever that you avoid fake followers at all costs. Instagram is actively removing fake followers, so if the majority of your followers aren’t from real accounts, you could end up losing hundreds of followers overnight. This sudden drop can severely damage your brand’s credibility and perceived authenticity.
In addition, beyond Instagram's stringent new rules, buying fake followers is ineffective in achieving your actual marketing goals. The objective shouldn't be just to inflate your follower count but to attract the right followers. This means gaining followers who are genuinely interested in your brand, are within your target audience, and are likely to engage with your content. Authentic engagement is far more valuable than mere numbers.
Fake followers don’t contribute to meaningful interactions, and they certainly don’t equate to sales. You could have a million followers, but if they aren’t part of your target audience and don’t care to purchase from your brand, your high follower count becomes meaningless. In contrast, having a smaller, highly engaged follower base can be much more beneficial. If you have 200 followers who are all loyal members of your target audience, this could lead to significantly more sales and a stronger, more supportive community.
Investing time and effort in building a genuine follower base pays off in the long run. Authentic followers are more likely to engage with your posts, share your content, and become repeat customers. They help spread the word about your brand organically, which is far more valuable than any artificially inflated follower count.
To create such a following, focus on creating high-quality, relevant content that resonates with your audience. Engage with your followers by responding to comments, asking for feedback, and participating in conversations. This approach not only helps build a loyal community but also enhances your brand's reputation and visibility.
Prioritize authenticity over numbers. Aim to attract and nurture a community of genuine followers who are truly interested in what your brand has to offer. This strategy will lead to better engagement, increased sales, and long-term success for your brand.
#2 Don’t Share Low-Quality (or Unoriginal) Content
Since pretty much the beginning of social media, not sharing low-quality content was an unspoken rule. What do you first think of when we say “low-quality content”? It’s probably pixelated photos, blurry videos, etc. However, low-quality content doesn’t just mean no pixelated photos and videos, it also means the copy needs to be cohesive (without any spelling or grammar mistakes) and needs to be interesting to your followers. For example, if you run a pet supply store, your followers likely expect you to post about pets, the products you carry, etc. If you all of a sudden start posting about the owner’s thoughts on pickleball racquets, chances are your audience won’t be interested in this content. Therefore, even if the post is beautifully crafted within brand guidelines, it would still be considered low-quality content.
A newer area that users need to be more aware of concerns unoriginal content. Unoriginal content is considered any content that was originally posted on one account, that has been re-posted to a different account without material change. Sharing unoriginal content is something many individuals have been doing to boost views, however, one of Instagram’s most recent updates rewards original content and penalizes unoriginal content. According to Instagram, when audio and visual signals indicate that another user has reposted content you originally shared, they will recommend the original content instead of the reposted content. By directing people to the original content over reposted content, the original content will receive credit.
#3 Don’t Overuse Hashtags
For a long time, people and businesses thought they should use hashtags in bulk, especially those with a large number of followers. However, using too many hashtags can come off as spammy and ineffective. The reality is that hashtags that are either too small or too large can be a bit of a waste. Hashtags that are too small have so few followers that they are unlikely to be seen by your audience. Conversely, hashtags that are too large cause your post to get lost in the noise due to the sheer volume of posts using the same hashtag.
Hashtags can be excellent tools to boost your visibility when used properly. Try using hashtags with a decent (but not massive) following directly related to what the brand does or the post is about. On LinkedIn, for example, try to find hashtags with between 100 and 10,000 followers. This tactic will significantly increase the chances that most of these followers will see the post.
Remember, the goal is to connect with your audience and add value to their feeds, not to overwhelm them with irrelevant or excessive hashtags. By strategically selecting your hashtags, you can optimize your social media strategy and effectively boost your online presence.
Check out our blog on social media best practices for more information on how to use hashtags effectively. By understanding and applying these best practices, you can enhance your social media strategy and achieve better results in your online marketing efforts.
#4 Don’t Over Post
A common misconception is that brands should be posting on social media as much as possible. However, excessively posting can come off as spammy and lead to a loss of followers. Think about it, imagine if your favourite brand posted 3 times per day. Would they really have enough content to post something of value each time? The truth is, probably not. So, even if you love the brand, if you were constantly getting bombarded with low-quality posts, you would probably be inclined to unfollow. Even the biggest brands, such as Adidas, or influencers such as Cristiano Ronaldo don’t post more than a few times per week.
Quality over quantity is the key to a successful social media strategy. Each post should provide value, whether it's informative, entertaining, or engaging, to maintain the audience's interest and trust. Posting too frequently without substance can dilute the brand’s message and weaken the connection with the audience. This approach ensures that followers look forward to each post rather than becoming overwhelmed and disinterested.
Another crucial point to consider is consistency over frequency. This means that if you can only commit to posting once per week, it's better to consistently post once per week than to post three times one week and then not again for a month. Consistent posting helps build a reliable presence, ensuring that the audience knows when to expect new content. It also allows brands to plan and curate their posts thoughtfully, aligning with their overall strategy and goals.
Consistency fosters anticipation and loyalty, as followers become accustomed to the brand’s rhythm and look forward to regular updates. It also provides stability in the brand's communication efforts, helping to maintain engagement levels and avoid the pitfalls of erratic posting schedules. In the long run, a well-balanced, consistent posting strategy will build a stronger, more engaged community and enhance the brand's reputation.
#5 Don’t Ignore Your Audience
If your audience is engaging with you, you should be engaging back! This means replying to comments and shares in a timely manner. Ideally, responses should be made within a few hours of the comment or share, and should tag the user who commented or shared. This approach not only acknowledges the user’s interaction but also helps foster a sense of community and loyalty. It also boosts your future engagement rate and helps earn more impressions by giving your content an organic boost. Engaging back shows that you value your audience’s input and are actively listening, which can significantly enhance the relationship between your brand and its followers.
Another crucial consideration is how you handle negative comments. No, you can’t just ignore these, even though you might want to! Even if you don't agree with what the user has commented, it's essential to first adopt the “customer is always right” mindset and offer a sincere apology. Acknowledging their concern shows that you care about their experience. If the issue persists or requires more detailed assistance, try to take the conversation offline. Ask the user to send you a direct message (DM) instead. This not only prevents a potential escalation in the public forum but also provides a more personal and private space to resolve the issue.
When moving the conversation offline, ensure that you explain how you will fix the situation without making any false promises. Transparency is key to maintaining trust. Outline the steps you intend to take and follow through diligently. This approach can turn a negative experience into a positive one, demonstrating your commitment to customer satisfaction and potentially turning a dissatisfied customer into a loyal advocate.
Engaging with both positive and negative feedback effectively shows that your brand values all customer interactions. Positive engagement can amplify your reach and create a community of loyal followers, while thoughtfully addressing negative comments can enhance your brand's reputation and showcase your dedication to customer service. This balanced approach to engagement is crucial for building a strong, trustworthy, and responsive online presence.
So That’s What NOT To Do!
So there you have it! Here are the 5 things NOT to do in order to optimize your social media:
Don’t buy fake followers
Don’t share low-quality (or unoriginal) content
Don’t overuse hashtags
Don’t overpost
Don’t ignore your audience
Although these tips are important to follow, this list isn’t all-encompassing - if you’re looking for more extensive assistance with your social media, book a call with a member of our team!
Sources:
https://www.plannthat.com/instagram-rewarding-original-content-update/
https://www.redcatmarketing.ca/blog/social-media-best-practices