Realistic Social Media Expectations for Brands
I don’t know who needs to hear this, but running and managing an influencer account on social media is VERY different from managing a brand's business account. Many times, brand’s want to see the same level of growth or engagement on their socials that influencers experience with theirs, but the reality is, so many factors come into play when it comes to creating content, how people interact with brands vs influencers, and how much time and energy both put into their respective social media strategies and accounts. Here are a few key factors to consider when comparing a brand’s social media experience vs an influencers:
Influencer accounts allow more frills, less fuss
As a creator account, influencers are allowed access to trending sounds and music that aren't available to some business accounts-- especially if you're marketing alcohol. This allows influencers to access trending sounds or themes businesses can’t access, which gives them a bit of a competitive advantage when it comes to creating content that can reach the masses.
Explosive growth at the creator/influencer level is not realistic for many brands (or their budgets)
The amount of content needed to experience dynamic growth is often very high. Statistically, more content posted means more exposure which means more growth. Being realistic about the expected type of growth based on what a client is willing to invest in their social media is important. Creating content = time/expenses.
High Follower count isn't always the main goal!
This seems counterintuitive, but gaining thousands of followers isn't necessarily what a brand should be focused on. Gaining quality followers is a far better metric of success. Are your followers buying from you? Heading to your website? Signing up for your newsletters? These are better indicators of actionable success than sheer numbers. Along this vein, don’t assume an influencer is successful just because they have a high follower count.
So, what ARE realistic expectations for your social performance as a brand vs. an influencer?
It's important for brands to figure out your "why" for social
Work with a social media manager and talk through your business goals. Then, figure out how social can strategically support you in achieving them. One size does not fit all. Pro-tip? “Having one million followers” is not a social strategy.
Know that budget influences impact
We all know that time = money. And that's before we start talking about paid social. Creating content to post on your social channels takes time. Understanding what your goals are is a great starting point for knowing what your posting schedule and content should be across platforms.
Budget without strategy will get you nowhere
DON'T throw tons of money into creating content for social without having an end goal in mind. Just like starting a road trip without a map and a destination, you'll probably just end up going in circles. SMART metrics, actionable steps, and targeted goals will get you everywhere.
Bottom line: brand’s shouldn’t be determining their strategy and level of success by comparing their accounts to those of popular influencers. Instead, thoughtfully leverage influencers platforms and following strategically to bolster your own strategic goals. If you need help figuring out where to start, reach out! That's what we do. 💃
