Social media has pivoted marketing strategies for years.
Social networks give companies free or low-cost marketing and branding.
And with these handy resources, small businesses have a chance to grow and scale their companies.
Then, Facebook, Twitter, LinkedIn, and other social networks decided to release new tweaks and features regularly.
These social media updates hit small businesses the most. An update can render their marketing strategy useless in a few days. And they have a limited budget and a small margin for error to react.
As a small business owner, you must know what it means, how it affects your overall strategy, and why you have to adapt moving forward.
Why Social Networks Update Algorithms
Most social networks endured content overload in recent years.
From news to social media accounts—you can fake almost everything these days. These all add up to the digital content we all consume.
And they had another discovery.
As massive amounts of content flooded their platforms, onsite engagement dropped.
Social media users clicked links in posts, tweets and updates, redirecting them to third-party websites.
The more clicks, the less onsite engagement. The ad revenue dropped.
To curb the issues, Facebook and the rest tweaked their algorithms. They made external links less visible, less searchable.
The revised algorithms now favor onsite and in-app content in delivering updates to users.
Social media marketers panicked. Most of them rely on social networks as a front for their website, especially to draw potential customers.
Should You Freak Out and Wrap Up?
Social media updates have been around for a while. And if you have marketed online long enough, you need not panic.
The change opens new doors for creative marketers like you to stand out.
So, differentiate yourself. Nurture a remarkable social media presence.
Contrary to the tweaks, external content is here to stay. The value it brings to users in platforms like LinkedIn or Instagram is irreplaceable.
Small businesses need not limit links to videos, blogposts, eBooks, and other content.
If you have relevant content that guides people better, direct them to your website or other platforms.
Even so, learn to adjust.
Social media marketers and small business owners must update their strategy to streamline with updates.
Find a balance between onsite and offsite content to optimize ROI in the years to follow.
In Search for Balance
Moz founder Rand Fishkin suggests to combine onsite and in-app content with offsite content. But social media marketers must lean more towards the latter.
Also, companies must use native tools from each social network. Tools, like LinkedIn Publisher, optimize onsite experience and boost audience engagement.
The social media updates emphasize one thing: the need for relevant, high-quality content.
So, master the art of creating informative, though-provoking content for your audience.
Avoid low-quality content. It muddies the content pool and barely strikes a chord with your followers.
Low follower engagement means low visibility. To appear in news feeds, focus on quality and infuse creativity to your social media strategy.
Be inspired. Be different this 2018.