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Boss Digital is a leading international digital marketing agency in Hong Kong specialising in cutting edge website design & development and digital internet marketing consulting. We aim to leverage companies and brands in the digital field through our specialist knowledge of digital marketing strategy and experience developing end-to-end digital marketing solutions.

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10 Ways Consumers Are Using Social Media That Will Improve Brand Engagement


There is little doubt in the digital marketing community that social media networks offer companies a marketing platform with potential. Despite a somewhat lukewarm start as an eCommerce platform, social networks have become so important to brands that 58% of companies have installed a dedicated social marketing team.

And 2016 promises to see social media networks take another step forward. Tweaks and improvements have culminated in improved user engagement and consumers are beginning to use social in new ways to interact with brands.

Whether social media marketing will rival search engines as the best platform in 2016 remains to be seen, but they do offer plenty of scope to bring brands and customers closer.

So don’t miss out on opportunities. Discover how consumers are using social networks to engage with brands and adapt your social marketing strategy to make best use of a flourishing advertising platform.

1. Mobile content

1413546835921 Most social media users access their accounts on mobile phones and tablets. According to Smart Insights, mobile outgrew desktop use in 2013 and ad spending on mobile platforms is also increasing. It became apparent some years ago that content would need to be created with a mobile audience in mind. Responsive websites resolved that problem. Now marketers have to create content that engages mobile readers. The type of content you create should convince your audience to share, like and comment. Social content is about raising brand awareness rather than up-selling.

2. Search

The number of social media users actively searching brands to check their profiles to find information about the store and products is increasing. The types of information consumers are most interested in are contact details, location and opening hours. Therefore include NAP, opening hours and a map together with various snippets of product reviews.

3. Shopping

HongBao-Banner

The introduction of buy buttons this year will surely flourish over the next few years as consumer confidence grows and habits change due to the convenience these one-click wonders provide. Consumers will be able to purchase products without even leaving an app and as more companies sign up shopping in social will become easier and more accessible.

Last month, TenCent announced the payment reach in WeChat is available in 20 countries including Australia, Europe and North America. Thanks to NFC technology, consumers now have several options to shop with their phone.

4. Time of day

The number of followers that see your content is already restricted on most social accounts, and the swathes of content being posted on a daily basis means competing for attention is tough.

Statistics show that social media users are most active first thing in the morning and late at night after they have settled down and realise there is nothing worth watching on the televison. Target the most prominent times of day to publish your content and you increase your chances of getting noticed.

5. Video

Talking of getting content noticed, mobile users prefer video over any other form of digital media. It delivers a message quickly and they do not have to use any brain power.

Furthermore, 73% of consumers confirmed they were persuaded to purchase a product after viewing a video ad. Video ads on mobile are more powerful than any other medium.

6. Social media sales funnels

When curating content however, you have to position the right piece of content on the right social platform. For example, Facebook, Twitter, Instagram, Whatsapp are more suitable for raising awareness of a product, whereas TripAdvisor, YouTube, FourSquare and other review sites are used by consumers to actively research a product.

7. New social sites

download Consumers engage with brands in the early days of new social platforms when there is less competition to grab attention. SnapChat is still going strong and looks like it will strengthen again in 2016, but the bubble will eventually burst. So, always be on the look out for the next fringe network that makes it easier for brands to engage customers. In 2016, Medium, Pinterest and Instagram are earmarked as the go-to socials. 8. Quality content

The quality of your social content cannot be underestimated. Social media users do not use these networks specifically to engage with brands. That’s just an added extra if they choose to.

What consumers will do however, is interact with content they find appealing, and if your audience recognises you are publishing great content on a regular basis, they are more likely to actively search for your posts when they don’t receive them organically.Publishers need to think about ways of turning their social media platforms into e-style magazines that offer a wide choice of content and content formats.

Instant articles on Facebook and Linkedin are not capturing the attention of audiences, so may not be the best route to take. Just because the road is there, it doesn’t mean it leads to anywhere.

9. Live streaming

Live streaming has been hit-and-miss so far, but its novelty value could see it become an obsession in 2016 if VR technology breaks into the mainstream. Social sites Periscope, Snapchat and Blab are arguably the leading lights for live streaming because of their young audiences. Create an event your followers want to tune into and virtual reality comes one step closer.

10. Target a niche

Where social fails against search engines is user intent. Consumers actively looking for a product with a view to purchase means more customers will find your website through search engines.Social platforms place you products in front of more eyes, but recipients are not necessarily interested in your products or services.

Find a niche however, and you have a ready made community that does share the same interests and are more willing to actively engage with your brand content, visit your online store and buy your products.The digital arena evolves every year, and 2016 could really be the year that social media marketing comes of age.


Author: Jonathan Gillespie




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Get a FREE Website Audit

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About Boss Digital

Mountain View

Boss Digital is a leading international digital marketing agency in Hong Kong specialising in cutting edge website design & development and digital internet marketing consulting. We aim to leverage companies and brands in the digital field through our specialist knowledge of digital marketing strategy and experience developing end-to-end digital marketing solutions.

READ MORE

Testimonials