As a social media marketer, your primary goals should be to increase engagement and brand recognition. And with good cause. The more people that are exposed to your brand, the more likely they are to become loyal consumers.

Converting your followers into paying customers increases the likelihood that they will become lifelong supporters who will spend more money and spread the word about your business.

Prior to the advent of modern forms of communication, these objectives might be met through the strategic use of promotion and advertising. But the battlefield rules are shifting. Users of social media platforms today are more selective about who they choose to believe. Brands need to put in more time and effort.

In this piece, we will analyse the current state of social media and provide strategies for expanding your reach and building a devoted following.

How does a winning approach to social media look like?

There have been both positive and negative effects of social media’s rapid evolution in recent years. At the same time as it has played an important part in bringing people together, it has also contributed to our isolation during the pandemic. It has also given people a voice to advocate for social justice issues including racial and gender equality, as well as climate change.

However, it has been harmed by worries over privacy (see The Cambridge Analytica and Facebook issue) and fake news.

Use what you know about social media marketing to create a fresh plan

Always keep in mind the bigger picture while setting social media goals for your company. Increasing brand recognition is crucial to achieving brand awareness as a goal.

Yet, loyalty is more appropriately classified under involvement and consumer perception (how customers think and feel about your brand). This means it serves a dual purpose:

  • Making supporters out of buyers
  • Promoting Repeat Business
  • When you combine these aims, you’ll have concrete indicators of success.
  • Make and collect interesting material to keep people interested in what you have to say.

By now, you’ll have a solid grasp on the kind of content you share on social media based on your objectives and the results of your analysis of the market and your competitors.

But, social media trends are always changing. These tendencies might shift rapidly.

Consider the show Clubhouse. The number of downloads for the audio-only app dropped from 9.6 million in February 2021 to 900,000 in April 2021. Users aren’t abandoning the app in droves just yet, though. Yet, it’s evident that the novelty has worn off, what with services like Spotify Greenroom, Facebook’s Live Audio Rooms, Reddit Talk, and Twitter Spaces all offering identical functionality.

Keeping an eye on trends and evaluating content regularly are essential for sustained development. Keep your content updated to meet the demands and expectations of your readers as the industry changes.

Articles with a clear goal in mind

According to Edelman’s Trust Barometer, 81% of consumers say it is very important to have faith that a company will do the right thing. Moreover, the study discovered that 85% (net) of individuals want brands to solve their problems and 80% (net) want brands to tackle societal problems.

Also, 56 percent of customers said they don’t appreciate companies that stay mute on crucial topics.

Customers now want the brands they follow to back their positions on social problems, and thanks to social media, they can more easily make their voices heard.

Being vocal isn’t required on every issue. You should expect criticism if you have an opinion on an issue but aren’t willing to publicly discuss it or take action to support it.

Convergence of Societal Commerce

Based on this information, it makes sense to concentrate on social media to reach internet buyers. You may offer a full-fledged shopping experience by selling items or services on social media platforms like Instagram, Facebook Shops, and Pinterest.

When it comes to marketing via social media, what role does advertising play?

In a perfect world, we’d all be able to create and implement human-centered, content-first social media marketing strategies.

Success now requires patience because organic reach has dropped so much. Quick gains are likely to need a financial investment.
In order to maintain a competitive edge, it is important to regularly evaluate, assess, and adjust

If you use social media to keep tabs on the latest happenings, you may use that information to shape the material you produce.

Measurement and optimization are crucial to the short- and long-term success of any marketing campaign.

Metrics from social media analytics tools can be tracked in real time to provide insights into the success of campaigns.
To achieve peak performance, adopt Buffer’s iterative four-stage testing process:

  • Establish criteria: As your business evolves, you can utilise the average engagement (clicks, shares, comments, and likes) on your posts over a given time period as a guide.
  • Try out (introduce something new): Try out any format (video, Reel, hashtag, varying post lengths) that you believe could go well on a given site.
    Analyze the data: Was there a positive result from the experiment? Evaluate the information in light of your standards.
  • By following these steps, you may simultaneously improve the quality of your existing content while also being proactive about posting new material (such as exploring a new medium). Also, it will assist you in maintaining your relevance as time passes and algorithms improve.


Gaining followers on social media is nothing new for businesses. The need for direct involvement in social media management is more than ever.

Take part in social media discussions. Engage your audience in conversation and pay attention to their feedback. Make it clear that you care about your audience by include them in your material.

If you succeed in doing so, your customers will become more loyal to you and more willing to promote your brand for you.