Social Media Marketing Myths

Best social practices are always a hot goss topic, however, there are a few common misconceptions we need to call out.

MYTH 1: Virality is the measure of social media success.

BUSTED: Yes, virality can increase brand awareness quickly, but it fails to provide sustained results that are conducive to achieving business objectives. 

For example, Mecca Beauty: Australia's biggest beauty brand typically stays away from trend following, opting to create consistent value-generating content instead. Sometimes the team opt to utilise trending audio over this content, but that’s the extent of it. As a result, they see consistent high viewership and engagement.

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Opt to create value and build a brand community relevant to your message.

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MYTH 2: Social Media is only for B2C companies.

BUSTED: The people behind B2B companies are on social media too. Use social channels to market directly to them, like any other target market. There are extensive case studies that showcase the impact of social media marketing on B2B businesses.

For example, Shopify. A B2B tech business with a strong social presence on TikTok, Instagram and LinkedIn. They’re able to capture the attention of business decision-makers by creating content that offers consistent value, which in turn enhances their public perception and creates an audience for ad re-targeting - all of which serve to increase their sales. 

Social media marketing truly is for everyone. 

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MYTH 3: You must be across all channels to have a social presence.

BUSTED: Not all channels will be relevant to your audience, so being across all channels is a waste of resources.

The key to all channel choosing is knowing your audience, it all starts there. Their demographics & psychographics are to guide your social media decisions, choosing channels with relevant audiences and strategies that align. 

For example, Xero: An international software company, fails to have a TikTok presence simply because they don’t believe their audience will find value in TikTok content. Their audience on alternative platforms like LinkedIn is engaged because that’s where their target audience lives. 

Focus your energy on the channels destined to make the biggest impact. 

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MYTH 4: You need to be part of every trend to stay relevant.

BUSTED: Constantly jumping on trends, especially when they don’t align with your brand, can damage your social objectives in the long run. It dilutes your brand personality and leads to confusion surrounding your brand’s message.

For example: Dissh, Australian Apparel seeks to stay top-of-algorithm by utilising trending audio and video production styles. However, they opt out of trending humour and dance reels no matter their popularity, simply because it doesn’t align with their brand personality. They hit the sweet spot of relevance, using all that resonance with their vibe, and leaving what doesn’t. 

For example, this video utilises trending audio while still staying authentic to Dissh’s brand personality and content style

Don’t confuse your audience with content they wouldn’t expect to see from you, stay true to your brand and only employ trends when they make sense.