With 3.5 billion active people on social media every day, using different platforms has never been more important as part of your digital marketing strategy.

The list of social media channels almost seems endless, Facebook, Twitter, Instagram, LinkedIn, Pinterest and more, giving you a wide variety of opportunities to best optimise your brand. 90% of businesses use social media as a platform to grow brand awareness, your first step should be to ask yourself the following questions: What is my target audience? What are my business goals? What do people want to see? Once you are confident in answering these questions a plan can be put in place to best optimise your social channels.

1. Start setting goals 

Optimise your strategy by making sure you have clear set goals and objectives, you should know what you want to achieve through your social media channels whether it be just posting basic content or having a well structured and planned campaign. Do you want to increase your brand exposure? Conversions? Driving more leads? Knowing this will enable you to tailor your content to your audience.

When setting your goals and objectives you must be able to measure and monitor the results to see the impact your strategy is having throughout your channels. And remember, walk before you can run, don't have endless social profiles and not be able to keep up with the demand of them, start small and build you way up once you get into the swing of it.

2. Conduct keyword research

Similar to SEO (search-engine-optimisation) keywords play an essential role in your social media strategy no matter the size of your business. You must know what keywords, topics, hashtags your audience use in order to have a better understanding of the industry and what to include in your content, to make you more brand more discoverable.

3. Repurpose your content 

Content is key on your social media, it's what's going to make you stand out against the rest of your competitors. Using a variety of different formats for your content is what keeps your audience engaged and more likely to share, we've put together a list of recommended content formats to try throughout your social media below:

  • Stories
  • Polls and Quizzes 
  • Video and Images 
  • FAQs
  • Go live!
  • Case studies 
  • User generated content
  • Giveaways 
  • How to’s / Guides
  • Memes/GIFs
  • Interviews, behind the scenes
  • Infographics 
  • Webinars, whitepapers, ebooks

4. Find micro-influencers

Micro-influencers are a big part of companies marketing strategies with 67% of marketeers committing to some sort of social media influencing. Micro-influencers are just normal people who have between 2,000-50,000 social media followers with a focused passion or topic that they are followed for e.g. beauty bloggers, car enthusiasts etc. Using a micro-influencer talk about your product or your service gives your brand more awareness and can even generate sales/conversions. Start by reaching out to social media influencers and talk passionately about your brand, maybe offer a free sample/trial for them to try and talk about. This is one of the most popular methods of digital advertising at the moment and highly recommend to try.

5. Use hashtags

Hashtags are a unique element of social media, most people use them to find specific topics or trends, one of the best things you can do is to make sure you are including relevant hashtags throughout your social media campaigns. This will increase your reach and make your brand more discoverable to your desired audience, when included effectively.

Social media predictions for 2021

So what exactly can we expect for social media in 2021? This video from Envato looks at what trends we can predict to see throughout the year.


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