Why Social Media Posts Fail: 10 Common Pitfalls and How to Avoid Them
Have you developed some great visual content for your social channels, but failed to get the results you hoped for?
This can happen when a business focuses on the visual content but fails to attend to some other equally important aspects of their social media strategy.
Don’t give up! Often this can be remedied by paying attention to some of the tips that pros use to build followings—and recognizing that developing your visual content is only ONE part of a successful digital strategy.
Here are some things to check:
Is your posting schedule consistent?
Hootsuite reminds us that inconsistency can lead to decreased engagement and lost followers. Audiences expect regular updates and engagement from the brands they follow. We always create content calendars that outline a consistent posting schedule designed to keep an audience engaged.
Are you boosting posts—or relying solely on organic reach?
If you’re relying solely on organic reach, you’re likely losing viewers. Boosting your posts allows you increase reach, engagement and visibility, target a specific audience and bypass algorithm limitations that limit the organic reach of posts. It is often a very cost-effective way to grow your reach.
Have you found the secrets of success hidden in your analytics?
Analyzing your social media metrics provides vital insights into what your audience wants to see, what they’re engaging with, and when they’re connecting. Refer to your metrics monthly and keep refining your strategy with your new insights in view.
Are you silent—or engaging with your followers?
HubSpot reminds us that social media is a two-way street. Set aside some time regularly to respond to comments, messages, and mentions. Encourage conversations and engage with your followers to build a community.
Does your content align with clear goals?
We like to begin by creating a strategy document that outlines the key brand messages that should drive all content. This helps retain a focus on clear goals and consistent implementation. Make sure each post aligns with your broader marketing goals, whether it's brand awareness, engagement, or conversions.
Are you missing opportunities by not paying attention to your captions?
So often we see that businesses are missing opportunities by ignoring their captions. Visuals can only tell part of your story, so don’t leave some of it unspoken. Captions are a great way to flesh out your message, tell the part of the story that isn’t in the visuals, and elevate the impact of your posts.
Is your visual content making it easy for viewers to grasp your story?
If a viewer knew nothing about your business, what would your posts tell them? This pertains to not only the subject matter, but how it is produced. Investing in quality visuals, videos, and copy is vital if you want to get results.
Are you getting a competitive edge by using video vs. static content?
Video content receives 48% more views than static images, generates 1200% more shares than text and images combined, has a 41% higher click-through rate than static images, and results in a 2.6x longer viewing time.
Don’t ignore trends and hashtags!
Capitalizing on current trends and popular hashtags can make your content more discoverable and relevant.
Is your content too “hard sell”?
Constantly pushing promotional content can alienate your audience. People use social media to connect and engage, not just to be sold to—so do some experimenting to find a mix that works for your audience. Hootsuite recommends following the 80/20 rule, where 80% of your content should be informative and engaging, while only 20% should be promotional.
Good visual posts by themselves will rarely give you the results you hope for. But by understanding and addressing these common reasons for social media post failures, your marketing efforts can become more effective. Regularly reviewing and adapting your strategy based on these insights can help you get the social media results you want.
References
Sprout Social. (n.d.). Developing a Social Media Strategy
Hootsuite. (n.d.). The Importance of Consistency in Social Media Marketing
Buffer. (n.d.). How to Use Social Media Analytics
HubSpot. (n.d.). The Ultimate Guide to Social Media Engagement
Canva. (n.d.). The Impact of Visual Content on Social Media
Social Media Examiner. (n.d.). Tailoring Your Content for Different Social Platforms
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