4 tips to boost your social media strategy

Brands can cut through social media noise by implementing these four key strategies, according to Hootsuite’s CEO.

In 2023, an algorithmically controlled social media landscape poses challenges for brands hoping to connect with overstimulated audiences while fighting for attention alongside viral dances, extreme content and celeb endorsements.

Key strategies are emerging that can cut through the noise and help businesses harness social media’s immense reach. Hootsuite CEO Irina Novoselsky shared some top tips drawn from those strategies.

Go where your customers are

The initial piece of advice is to be there in the first
place – and to aim to have a cross-platform presence.
“There’s five billion people around the world that are
glued to their screens on social media … and if you
want to be where your customers are, there’s no
better place to be,” Irina pointed out.

Be authentic; be human

How can brands stand out above the fray?
Authenticity matters more than ever, and brands
can come across as authentic by allowing individual
voices within their organisation to shine through
rather than presenting a homogenous, faceless,
corporate facade.

As Irina emphasised, “at the end of the day, people
want to buy from people. They don’t want to buy from
businesses; they don’t want to buy from bots; they
don’t want to buy from algorithms”.

Irina gave the example of Canadian firm Colliers,
which partnered with Hootsuite to grow its online
traffic and presence. The firm grew by more than
200 percent “by putting very specific, personalised
content in the hands of their brokers, and enabling
them to have human relationships and reach out
on a human level instead of a brand reaching out,”
explained Irina.

Dare to try new formats

What about going viral? Standing out? How should
organizations adapt their social media strategies to
satisfy the algorithm?

When considering which formats work best, Irina
pointed to the high engagement of videos, selfies,
and “raw, unedited” videos of people simply walking
down the street and talking to the camera. The last
format may sound rough and ready, but it translates to
authenticity and enjoys “really, really high engagement”.

Responsiveness is key

As well as experimenting with different formats,
brands must be responsive. Irina referenced research
showing that at least 70 percent of consumers have
used social media for customer service reasons.
“And they expect an answer within an hour. And 30
percent of them expect an answer within 30 minutes,”
added the Hootsuite CEO.

The key takeaways for social media marketers in 2023?
Be present, be authentic, and be fast to respond.

To get more digital marketing tips and expertise, download our full Marketing and Media Insights Report here.

Main image: Web Summit