Blaise Lucey, Director of Product & Content Marketing at Bitly, is a believer in “social media minimalism,” which he describes as “defying the hype and focusing on what really works for your brand.” So when it comes to social media, is less more?
In an article for Marketing Land, he explains the answer to the question: is less more on social media?
When social media first took off in 2010, everyone jumped on the bandwagon. Today, businesses market on an average of eight different social media channels. Is this social media marketing strategy really effective? 42 percent of marketers are still trying to determine social media’s ROI, and the percentage of users on social media that are there to shop is only 12 percent on Facebook and Instagram, 9 percent on Twitter, 5 percent on LinkedIn, and 3 percent on Snapchat. And although many companies are getting into Snapchat right now, marketers have ranked it as the second least-effective channel for social media marketing.
If your current social media marketing strategy is beginning to overwhelm you, it might be time to reevaluate. Audit the social media channels you’re currently using and look at your engagement rate and site traffic. If something isn’t working, reconsider your social media marketing strategy because it may be better to focus on a only few of your most effective channels rather than spending a lot of time on multiple platforms that aren’t performing. Ultimately, the channels you post on isn’t as important as your audience and the quality of your content.