As most of us browsers know, a business’s social media page is often the first thing that potential customers seek out. In the age of TikTok, we’ve seen relatively small companies grow exponentially just by having a strong social media presence. Getting your ‘socials’ right has never been more important in the growth of a business.
Relevant Insights
Whether your goal is to increase followers, sales or brand awareness, a well-thought-out social media strategy keeps your content focused and effective. What does that look like?
1. Set clear, measurable goals
Before creating any content, it’s important to define and highlight your why. What is it that you are hoping to achieve through your social media efforts?
Whether you want to increase your followers or drive more traffic to your website, it’s crucial to set SMART goals (specific, measurable, achievable, relevant and time-bound). For example, rather than simply saying “I want to get more followers on Instagram” ❌, say “I want to increase my Instagram followers by 1,000 in two months” ✅ or “I want to hit 10,000 total Instagram followers by the 31st of May” ✅.
These clear and measurable goals make it easier for you and your team to stay motivated and track success.
2. Choose the right platforms
Not every platform is right for every brand, and not every team has the necessary capabilities for certain platforms.
When choosing a platform(s) for your business, use your target audience and consider where they are most active, e.g. a skincare brand with a target audience of women aged 18-34 would find TikTok and Instagram to be two key platforms, whereas a B2B business may find that platforms such as LinkedIn and Facebook are more beneficial to them.
3. Define your content style
Your content should align with your brand’s identity and goals. Are you:
- A B2B brand aiming to be a thought leader?
- A B2C brand focusing on product awareness and conversions?
- A non-profit looking to educate and inspire?
Taking these goals into consideration can help determine your style of content. For example:
- Thought leadership → insightful articles, LinkedIn posts, case studies
- Brand awareness lifestyle content, behind-the-scenes reels, collaborations
- Sales-focused → product demos, user-generated content, time-limited offers
Hi Carl we’re sorry to hear about your missing 4 inches… https://t.co/SitXl7WMAe
— Lidl Ireland (@lidl_ireland) February 11, 2021
4. Tailor content to each platform
Each platform is unique with different format needs. Instagram is visual-first and fast-paced, trendy content thrives on TikTok, while Threads or X promote shorter bursts of thought. But that doesn’t mean you need to reinvent the wheel for each one. Repurposing content strategically is the key to working smarter, not harder.
For example, the same blog post can become:
- A LinkedIn article
- A carousel on Instagram
- A Threads/X thread
It’s all the same message, just in a different format to suit the platform.
5. Plan your posting frequency
Consistency is vital for building and engaging a following, but quantity doesn’t always trump quality. Decide what’s realistic for your team and stick to it, such as:
- Instagram: 3-4 posts per week
- LinkedIn: 2 posts per week
- TikTok: 2-3 videos per week
- Stories across platforms: daily
6. Build a content calendar
Creating a content calendar helps you stay consistent, organised and aligned with your social posts. It’s especially beneficial for teams, as it ensures everyone’s on the same page about what’s being posted, where and when.
When making your content calendar, keep any upcoming current events in mind to create relevant and topical content, e.g. if you’re a health and wellness brand, plan content around World Health Day (April 7).
Being flexible and allowing trends to emerge is also key, particularly on TikTok, where jumping on a trend quickly can lead to an increase in impressions and engagement.
Effective social strategies take time
The best social media strategies evolve over time. Use metrics to track your performance, analyse what’s working (and what’s not) and refine your strategy over time.
By setting clear goals, understanding your audience and tailoring your content to each platform, you’ll be well on your way to creating a social presence that delivers results.
Ready to turn your social media strategy into real PR results? Let us help you craft a presence that not only engages but gets people talking.
About the author
Cara Conboy is a Junior Client Executive with Cullen Communications, specialising in social media, influencer marketing, and copywriting.