The Biggest Social Media Lessons We Learned in 2018
Social media is in a constant state of change. While it can be difficult to keep up, there have been a few “ah ha” moments and significant realizations this year that translate into strategies for success in 2019. Here are some of the biggest social media lessons we learned in 2018:
1.Video has a significant place in your social strategy. For years we’ve been hearing that video is essential to take any social media strategy to the next level. In 2018, we decided to test this theory for ourselves by filming just two videos a week. The results were incredible:
Our engagement jumped from an average of 7k in June to 23k in July, 50k in August, and 175k in October. This is an increase of over 300% in just five months. In a world where the Facebook algorithm is making it increasingly more difficult to make your post seen, video is one of the best ways to stay relevant in people’s feed. Now, video isn’t just an advantage, it’s a necessity. There is no denying that video will play an influential role in 2019.
2. Curating quality content rather than mass content is what matters. This concept goes back to the core of what any marketing initiative should be about: adding value. It is essential to share content that is genuine and thought-provoking to facilitate a productive conversation with your followers and foster a rewarding relationship. Potential customer’s feeds are flooded with irrelevant content; therefore, to catch their attention and create a lasting impression, your content must be viewed as beneficial.
3. Personal and authentic posts win. While curated content and promotional content have their place in social strategies, personal content often receives significantly more engagement and helps keep you top of mind. It stands out in the feed and helps humanize you in a digital world. Here’s a great example from our very own Char Ruppel:
The image above shows a motivational quote on Char’s business page. It received one like and reached only 53 people. While this kind of post is necessary to create scroll power, it is not the ideal way to engage followers.
This image shows a memory that Char shared to his personal Facebook page of his son and wife. This post received 137 likes and received over 15 comments.
While curated and promotional content is a necessary evil, this example proves that people want to see your face. Social media is intended to be a place that furthers relationships and fosters connection. In industries that are primarily based on relationships such as real estate and mortgage loans, it is essential to use this philosophy in your social strategy in 2019.
4. Your Facebook profile is more important than your Facebook page. Mark Zuckerberg announced that the newest Facebook algorithm change attempts to make the user experience more meaningful. The feed will be dominated by posts from friends, family, and groups that will initiate honest, stimulating conversations rather than irrelevant content and click bait. What does this mean for your Facebook strategy? Unfortunately, it will become even more challenging to create impressions and engagement from your page. To make valuable posts available to your followers, share the best post from your page to your personal profile. As discussed above, make sure that these posts read with authenticity and add value.
5. Instagram is the future of social media. This one is aimed specifically at mortgage loan professionals and real estate agents. You’ve been avoiding it for years, but it’s time to jump on the train before it leaves the station. For starters, over 1 billion people use Instagram. In the US, 59% of users are under 30. As more millennials begin buying homes, Instagram is the best way to reach them. Even if millennials may not be your primary target audience, over 35% of online adults use Instagram. What’s the bottom line? Instagram is the future.
2018 changed the way business use social media. Speared by Mark Zuckerberg, there’s been a significant initiative to highlight authentic and genuine content. To develop a successful social media strategy for 2019, integrate video into your content strategy and finally create that Instagram business profile you’ve been avoiding. Most importantly, focus on sharing credible and personal content that genuinely adds value.