At the urging of a high school friend, I joined Facebook in 2008 to keep up with members of my graduating class. It felt a bit like a burden. By 2013, I was using it (and other social media platforms) for work to recruit IT talent. By 2016, a friend and I were using it (again, and other platforms) to promote our own business as well as marketing for a non-profit. Today, as a real estate agent, it’s on my mind every day.
- Do I have my posts scheduled?
- How is that ad doing?
- What are the current trends?
- Should I be adapting my strategy?
Using data from Sprout Social’s XVIII Index, these are the top six ways to leverage your social media platforms.
Post 1 to 2 Times Per Day
Of course, this varies by platform. You’re looking to get your message to your clients/potential clients 1 to 2 times per day. But on Twitter (and now Threads), you probably need to post more than that to get seen. On Facebook, Instagram, and TikTok, maybe 1 to 2 posts per day is plenty.
Use Short-Form Video
66% of content consumers think short-form video is the most engaging. Based on a study of my household and observing my wife and myself sitting on the couch having coffee in the morning, that number is more like 100%. Images come in a close second at 61%. I didn’t do the survey but the math seems a little off here. Maybe it was a “check all the forms that are the most engaging” instead of “rank them.” Live video comes in third at 37% and gifs/memes fourth at 32%. Long-form video was seventh at 24%.
Be Less Polished
This one is hard for me. I want to have a polished product. But 34% of consumers prefer “authentic, less produced videos” over the 26% that like “polished, highly produced videos.” According to Jenny Li Fowler, Director of Social Media Strategy for MIT, “Today’s consumers seek authenticity, and a super polished or over-stylized piece of content isn’t it.”
Facebook Is Still King
The top platforms consumers plan to use for the next 12 months are Facebook (71%), YouTube (51%), Instagram (49%), TikTok (38%), and Snapchat (19%). Of course, this study came out before Threads, but I found it interesting that Twitter wasn’t even on the list that Sprout Social published.
Take a Stand on Social Issues
By a large margin (71%) consumers think brands should take a stand on sensitive social issues. Millennials (at 77%) and Gen Z (at 73%) obviously push this number up. Being Gen X, I’ve always felt like brands should probably avoid those messages and I’m sure my Boomer parents would vote 100% for avoid. But the marketing landscape is changing.
Before we leave this, let’s break down those numbers a bit.
- 34% strongly agree that it’s important for brands to take a stand and raise awareness
- 37% just agree
- 22% are neutral (that’s probably Gen X … we’re the Neutral Generation)
- 4% disagree
- 3% strongly disagree
Respond Quickly on Social Media
While a quick response is expected from United States consumers, the speed to the keyboard might not be as quick as you think. Only 13% of US consumers think they need a response in under 1 hour. 22% want a response in 1 to 2 hours. Another 22% expect that response in 2 to 12 hours. And 19% are looking for that response in 12 to 24 hours.
Final Thoughts
Some of these will be hard for some people I know that I still shoot and reshoot my video content. I want it to be sharp and polished. But unpolished, authentic content is what the consumers want. I’ll just have to come to terms with that along with the “take a stand” perspective that my Gen X upbringing bristles against.
If you want the full report, head over to Sprout Social’s Insights Page.
