13 Social Media & Paid Social Mistakes to Leave Behind in 2021
•Download as PPTX, PDF•
0 likes•822 views
Lauren Ahluwalia, Senior Social Media Consultant at Adtrak,takes us through the mistakes you should avoid making with social media next year.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to 13 Social Media & Paid Social Mistakes to Leave Behind in 2021
Similar to 13 Social Media & Paid Social Mistakes to Leave Behind in 2021 (20)
More from Boom Online Marketing
More from Boom Online Marketing (20)
Recently uploaded
Recently uploaded (20)
13 Social Media & Paid Social Mistakes to Leave Behind in 2021
- 1. 13 Social Media & Paid Social Mistakes to Leave Behind in 2021 Lauren Ahluwalia Senior Social Media Consultant @lauren_digital
- 2. 1. Jumping on Social Issues • This one should have been left in 2020 • Brands still continue to provide opinions when no one asked them too • The social issue must be reflected back in the company’s core values • Users will want receipts of where the brand has done the work
- 3. 2. Blaming the Instagram algorithm • Influencers will continue to “blame the algorithm” when their post engagement falls • Don’t blame the algorithm for your content! • Ultimately good and useful content will be shared and saved • Be aware of algorithm changes • Make sure you’re posting at optimal times • Utilise video content and stories
- 4. 3. The Hard, Hard Sell • No one will listen to your hard sell if it’s all they hear • Social should be social • Sell, sell, sell and wonder why your engagement has dropped • Back to basics with the 80/20 rule • This includes Social ads too, promote your most fun/engagement content as well as the sales content
- 5. 4. Creepy Re-marketing • “Hey we see you forgot something whilst you were scrolling the internet in the bath last night, hun! Fancy adding to cart now for 5% off? xx ” • Re-marketing will be/IS harder due to ios14 update, lets not annoy people too
- 6. 5. Blaming your Social Ads for lack of sales • Maybe it’s your website? • Maybe it’s your poor UX? • Maybe it’s your poor CRO? • Maybe it’s your poor mobile experience? • Maybe it’s your poor product/Service? • Maybe it’s your poor customer service? • Maybe it’s your poor customer reviews? • Maybe it’s your tiny budget?
- 7. 6. Buying followers/like for like •Buy followers •Like for Like hashtags •Dodgy tactics (follow then unfollow) •Follow chains •Run competitions for the wrong reasons •Post consistently •Use 30 hashtags •Tag products with shopping •Experiment •Use video •Run ads DO DON’T
- 8. 7. Forgetting Pinterest • 60% of users are women • Younger audiences are growing (up 50% yoy Gen Z) • 478 million users (half in US) • 97% of searches are unbranded • 8/10 users have purchased based on content • 77% of weekly users find new brands on Pinterest • Home design is the hottest topic
- 9. 8. Ignoring industry changes: iOS 14 • Cookie-less future • iOS 14 has made it harder to attribute sales to Facebook ads • Many leads come through GA as “Facebook/referral” • Be kind to your social media manager
- 10. 9. Failing to TEST, TEST, TEST • Continue to test Artwork • Continue to test Ad copy • Continue to test Headings • Continue to test Audiences • Continue to test CTA’s • Continue to test Ad types
- 11. 10. Not Testing Different ad types • Traffic ads • Single image ads • Carousel Ads • Message ads • Collection Ads • Video ads • Lead gen / form ads • Call ads • WhatsApp CTA • Engagement ads • Story Ads
- 12. 11. Not Adding Value • Look to generate value to your audience • The more they are inspired or informed the more engaged and successful your content will be • It’s okay to re-share your best content - not everyone saw it the first time!
- 13. 12. Lack of Strategy • Organic Strategy and a Paid Strategy • Social Media Goals • Monitoring KPI’s • Platforms • Understanding your audience • Content Plan • Competitors • Consistency
- 14. 13. Failing to Report the full story • Social Media Reporting Tools • Social Listening/ brand mentions • Facebook / Instagram / twitter insights • Facebook Ads manager • Analytics: traffic/ leads /sales • Attribution metrics
- 15. Thank you!
Editor's Notes
- Back in 2020 we had the black square and we discussed internally at Adtrak whether any of our clients should post a square, ultimately none of them did. We decided this wasn’t right for most of our brands that we manage social for Cop26 (CO-OP26) (insert image) Beauty brand Glossier, Black live matter, $500k business grants which went to 16 black-owned businesses Follow up!!
- For good content, you need to really know your audience too, their pain points Algorithms will continue to change
- Respect that people are giving your details
- I often hear “oh the ads aren’t converting” Facebook ads are not band aids they will not fix your issues, they will expose them and make it costly
- For quicker growth on instagram: post daily/ as much as you can Use hashtags Make use of the products on instagram Innovate try video Try reels Ads Competitions - even with competitions you need to be carefl
- Pinterest is still a great opportunity for brands It’s not just B2C It’s not just US moms making cupcakes
- We all get stuck in a rut, so yes yes yes The more you test, the more you optimise and pay the cheapest cost as users are engaged Often I think users will like X but then the results show Y I’ve found that images with heavy text perform better than images of people - this goes agains best practises
- We can all get stuck in rut, but testing the wide range of ad types is essential to building your strategy. Often I’m surprised when message ads work but Don’t be afraid to try something different
- Content that is useful will be rehired and go viral We can’t all be hilarious but what you can do is inform, educate
- The top social media goals brands focus on in 2021: Engagement Audience growth Brand awareness On-platform sales Leads and conversions Sales Customer service Increased web traffic Leads and conversions
- To show all the true value of social I report on a lot of metrics, from impressions to sales, I report on it all to show the whole picture and ultimately value for money and ROI.