Why Do Brands Always Fail On Social Media Marketing?

Five years ago, if someone said we should use social media to promote our brand, most brands will think that was an excellent idea.

Now, social marketing is never a new thing for marketers. Even though many brands have invested so much time and money on social media marketing, the results are not always meet their expectation.

Why Do brands always fail on social media marketing?

Reason One: Target On The Wrong Group

We always to say: "find the target group first". However, did we find the right one?  Many brands find the target group by filtering target customers on some Ads or social media tools. Those research tools may give you some basic ideas about your customer size, income, education, gender, age. But, it never guarantee they are the right target group for your brand. 

If brands really want to target on the right group, they need to do a depth customer research. For example, send out market research survey, build customer persona, study target customer behaviors, and check out how competitors select their target customers are very effective ways to help brands to narrow down their target group. 

Reason Two: Lack Of Motivation

If brands want people to interact with their posts, they need to give users a reason. Why should they care? What benefits they can get after they like or share your posts?

For example, there is Facebook post about the winner can get a free burgers for the whole year that Michigan restaurant. This is must be an exciting news for burger lovers. It results 1.3k shares on that post. 

When brands host a contest and prepare very good reward for the winner(s), people would love to participate because they believe they are the lucky ones. 

Reason Three: Low Quality Content

Delivering high quality content to audience will help brand achieve long term success. Because it is for long term, it means brands need to take serious on every post content every week or even every day.

Unfortunately, for most brands, it is very hard to be persistence. Many marketers always get very excited to create good content, but when they see their hard work only receive few engagement. It is easy to give up.

Another problem is marketers are tired to come up with new ideas everyday, and the writing process is not easy. I used to build content for a brand before, and sometimes, I felt painful to write every paragraph.

What kinds of content are high quality content? 

• Educational content such as "How to"
• Key Research and study
• Problem solution

For example, The New York Times shares a tweet about a new study that how sensitive our bodies are to different types of exercise. Thousands people shared and liked this study. Why? Because this tweet make people feel curious about how different exercise impact on their health. Especially for people who have regular exercise routine, they desire to read this study.  

No matter what your content topics are, high quality content is always based on "user perceptive", not based on "brand perspective". What are benefits for users? Why should users care? What will users feel about the content?

Reason Four: No Creative

If brands want to interact with customers, they need to think creative ways to make users feel fun. Post same types of content every week will not only make people feel bored, but also make brands feel struggle to write. Therefore, brands need to create different types of content to engage with audience. 

For example, World_Record_Egg post fun egg image with inspiration quote make people feel good about themselves. Matching good quote with high quality image is powerful in social media. People always want to be motivated, and this type of content can fulfill their energy.

Brands can also create fun videos to make people learn your brand easily.  Keep video short, and less than one minute is better. Brands can also make live screaming video to interact with people. For example, you can answer frequency questions from your customers, or introducing a new products, or teaching people a new way to make their life easier. 

Overall, social media is only one way to reach your audience and promote your brand. And it won't return the good result every time. Even though it is a long-term process, brands should not give it up so quickly. Moreover, brands also need to integrate multi-channels to deliver the messages and reach more potential customers.