Your brand should create content that not only tells your audience what you’re all about but content that helps them do their job better — even when that content is not directly related to your product or service offering. It’s all about building trust.
According to a recent survey done by Mitto, brand-consumer social media messaging is on the rise, according to survey research into the ways that U.S. consumers use social media apps to interact with brands. 70% have increased their overall social media use since the COVID-19 pandemic began, with 58% reporting their messaging with brands via social media has also increased.
“With social media usage up since the beginning of the pandemic, it is no surprise that consumers are now turning to social media more to message with brands, and those brands that evolve their digital customer experiences to include social media messaging will reap the benefits of effective customer engagement.”
The survey additionally found that 87% now use social media apps to message with brands and it’s driving their purchasing decisions, with 55% reporting a brand’s social media messaging influenced a purchase via the website, 39% in store and 42% via the social media app.
“There are so many communications channels available and brands are being stretched to adapt their messaging strategy to meet consumers where they’re at,” said Andrea Giacomini, CEO of Mitto.
“With social media usage up since the beginning of the pandemic, it is no surprise that consumers are now turning to social media more to message with brands, and those brands that evolve their digital customer experiences to include social media messaging will reap the benefits of effective customer engagement.”
In short, your brand needs to get more involved with social media or it might miss out on the increasing number of consumers who are turning to social platforms for more information about products and services.
How often should you post?
To help you better understand how often you should post on social media, we’ve put together some tips to help your brand to increase engagement while also getting more followers who share what you share with them.
The Company Blog
To maximize organic traffic, publish 3-4 new posts per week, while large sites should aim for 4-5 posts per week. All articles should also be sent out via the company newsletter, as well as posted on Facebook and LinkedIn.
On Your Facebook Page
The Facebook algorithm prioritizes “fresh” content. We recommend 3-5 posts a week with a mix of original content and outside sourced content — such as a link to an informative article from a reputable source for the industry.
On Your Instagram Account
To best engage your followers and create new ones, post 2-3 times per week. Stories, which have a 24-hour lifespan can be posted more frequently. Instagram chief, Adam Mosseri, recommends posting as many as 2 stories per day.
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Your Company LinkedIn Page
You can use a more aggressive posting strategy with as many as 5 posts per week. Like Facebook, it is recommended to publish posts with a weighted mix of outside sourced content along with original content to build engagement.
Press Releases
PR should be done as needed. Such as announcing new services, promoting an event, a new hire, or sharing any interesting news. Being published in respected media sources creates instant credibility with your audience.
As PR pro Robert Wynne put it: “With advertising, you tell people how great you are. With publicity, others sing your praises. Which do you think is more effective?”
