We know trends come and go — but does the same rule apply to the longevity of social media platforms?  Once prominent social media platforms, such as Myspace, prove that a lack of innovation often leads to irrelevance. New platforms crop up all the time, looking for their slice of market share, while other legacy social media platforms and companies, such as Meta, continually reinvent themselves to stay relevant and profitable.

For example, look no further than the recent introduction of Threads, Meta’s latest app created to rival Twitter. Closely aligned with Instagram, which maintains a stable and loyal following, users are joining the platform by the masses. Despite the instant hype that followed signups by celebrities and big-name companies, it’s too soon to know if Threads will become a mainstream and valuable addition to Meta’s social media marketing portfolio or a footnote to their more significant business.

Consumer preferences change quickly, and along with factors like new platform ownership and privacy concerns, SMBs looking to market on social media may be undecided on how best to leverage social platforms for brand growth and recognition. Yet with over 90% of the US population on social media, there’s a big opportunity for the taking. Given today’s unpredictable landscape, making the most of this opportunity requires careful planning.

The Evolution of Social Media Marketing

In the early days of social media, small business owners and entrepreneurs could engage users and potential customers with their brands’ social media content through a multi-step call-to-action, such as a post that noted ‘link in bio!’ in the caption. Now, social platforms let consumers instantly interact with a website or online store through post redirects, helping marketers and entrepreneurs create a smoother experience for the consumer. The simplicity of this feature makes it easy to leverage influencers and creative content to increase engagement and help drive website traffic.

Identifying which type of content works best for each specific platform and adjusting accordingly will increase audience engagement and help entrepreneurs understand what may or may not be working. For example, Facebook has become the go-to platform for localized marketing and interest groups, with users typically interacting with brands (and other users) within their community. Meanwhile, apps like TikTok and Instagram Reels prioritize short-form video content to reach a mass audience successfully. Entrepreneurs can also benefit from the heightened social media engagement we are experiencing today in the form of data collection. Demographic and interest data allows entrepreneurs to create highly targeted ads that can boost ROI.

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Leveraging Social Media’s Vast and Unique Audience

A targeted strategy is the first step toward efficient social media marketing. This requires brands to have a keen understanding of their specific audiences, the channels they use, and their purchasing behaviors to be more effective with digital marketing budgets. Baseline research, whether done independently or outsourced to a third party, can lead small businesses to make the right decisions in the planning stages and set a strong foundation for their big-picture digital strategies.

Just as a brick-and-mortar store would want physical space in a popular location that their relevant audiences frequent, entrepreneurs need to focus on occupying the digital spaces where their customers are most likely to spend their time. For brands catering to younger customers, focusing on social platforms like TikTok will likely yield the most conversions. At the same time, those selling handmade goods, for example, might be more inclined to focus on marketplaces like Etsy.

Adapting to the Ever-Changing Consumer Trends

To make the most of their social media marketing efforts, entrepreneurs should be eager to experiment with new and emerging ways of reaching new audiences. Use business experience and insight, customer feedback and tracked performance data to dictate long-term strategies. Use tools that offer guidance when building your online presence, whether you build it yourself or you entrust it to the professionals. There are tools that help with everything from website creation, to research, copywriting, SEO marketing, and more. For SMBs with tight resources and budgets, social media gives the ability to be nimble, connect quickly, and gain insights into their customer base. Measuring these trends over time will help illuminate shifts in consumer behavior.Social media marketing is continually evolving, shaped by dynamic user behaviors, and requires regular fine-tuning and learning to keep up with the competition. Research, relevant data, and a bit of intuition can all go a long way in maximizing an entrepreneur’s odds of success. A willingness to learn and adapt over time is essential; flexibility and agility allow SMBs to meet ever-changing consumer demands, grow with the times, and achieve sustained business success.

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