Stop blaming the algorithm…your social media posts are just a ‘lil bit crap.
Chances are you’ve landed on this blog because you’re pulling chunks of hair out over your poor performing social media posts — cursing Mark Zucky and throwing shade at Adam Mosseri for creating platforms that aren’t favouring your brand or business.
We’ve all thrown our hands up in despair, lamenting to the intern/dog/postman/waitress “you’ve got to pay to play” and the good old “they’ve changed the algorithm, it’s so HARD to get shares, likes, engagement.”
And I get it — what used to work for you just doesn’t anymore, and maybe it never did. But it’s time to get real, time to put your defences down and admit that, well, your posts are probably a bit crap.
What’s Next?
Now, before you write a strongly worded email to me about how Regina George hurt your feelings, there is good news, you CAN start writing better social media posts that will help boost you up the engagement chain and you can do it without spending hours on it.
Let’s take 5 to play a little game. I want you to answer the questions below and get honest with yourself. And if you answer YES to a substantial amount of the below, it’s time to start rethinking your social media.
- Do you look at your competitors social media posts and copy it?
- Have you ever purchased Jane Doe’s “365 social posts written for you” and spent $27 on it?
- Do YOU like writing and reading your own social posts?
- Did you think that adding your raw ‘personality’ to posts like that ‘experts’ told you meant to overshare you crying about your dog’s routine teeth clean?
- Do you still do “ Happy Friyay, it’s International Donut Day” and similar posts?
- Do you just write because you feel like it’s quantity over quality?
- Have you actually looked at the hashtags you’re using or do you just chuck any old thing in?
- Are you jumping on ALL the trends?
- Do you write the same post copy for Instagram/Facebook and LinkedIn?
- Do you feel like social media has sucked the life and soul out of you?
Fun right? Ok cool, let’s get stuck into exactly HOW you can save your social media soul. The bit you actually came to this blog for.
1.Stop Copying Your Competitors Social Media Posts
I get it, they are looking super successful right now. They are getting a lot of your audience and killing it on socials, if only you could bottle up the same thing and recreate it.
I can safely assume you’ve tried that right? How’s it going? Not very well huh. See, the issue with that is that it’s someone else’s business or story. It’s not YOU.
You’re creating a worse version of your competitor. So stop.
Let me give an example of fast food. In most countries, fast food chains are clustered around the same area. You’ve got McDonald’s sitting next to a Burger King with a hop skip and jump away from KFC.
All these brands are fast food, all are greasy, delicious, cheap and extremely bad for you. They all make burgers and they all come with a side of fries. But still they don’t copy each other —KFC chooses to promote its own strengths, its own story.
You picking up what I’m putting down?
You may DO the same thing as a competitor, but you aren’t them. There are plenty of people in this world to go around, choose your strengths and write about them.
2. Copywriting guides and e-books from Social Media ‘Experts”
Do not be tempted to purchase one of these social media packs, no matter HOW many testimonials you read.
Everything written for you! 365 days of posts!
There is no strategy here, nothing personal.. it’s generic bullsh*t that it so boring and 1,000 suckers have purchased it and are spitting out the same thing.
It’s like when all beauty brands were washed with millennial pink.
The other reason it doesn’t work is because it’s written by the person who sold it to you. It’s not your voice, not your way of thinking, writing or being.
If you’re still reading this blog post, I’m assuming you understand my writing style, and if you’ve ever read anything else of mine — you will see there is a pattern emerging…dare a say a glimpse into my personality. I could get a AI bot to write it. But it would be dull as dishwater and inauthentic.
3. You have to like your own posts
We’ve all been there, have jammed something out on Instagram and pressed publish without actually reading it first, or simply not caring. The cynic in you screaming “no one will READ it anyway, what’s the point.”
The point is, to truly capture the essence of who you are, what your brand is and what your business stands for , you have to actually LIKE what you write and post. I mean, like it so much that you login just to re-read it again.
You’ve got to get that FEELING of YES, this is me.
And I’m not talking about those generic “we are so excited to announce…” Ew, no David.
4. Know what to share — be authentic, but don’t overdo it
This is where a lot of people trip over. They either overshare or post things that are irrelevant to their brand or business.
They think that “behind the scenes” posts should be them crying on the floor of a warehouse, tears streaming down their cheeks or worse, a picture of a warehouse with a boring explanation about said warehouse.
Being authentic is not about what you THINK people want to see. Because when you start looking outwards instead of inwards (see point 1 re: competitors) you will never grow an audience who truly wants to engage with you.
When you post more personal social media posts, ask yourself “what is this bringing to the table? Why should my audience care”
5. Do you still do “ Happy Friyay, it’s International Donut Day” and similar posts?
Please stop — no one cares. Honestly. Ask yourself how you feel when you see this type of post on your feed. This is lazy. Do you actually read that post? Engage with it? Call your Mum to tell her the good news that once again, it’s Best Friends Day?
6. Do you just write because you feel like it’s quantity over quality?
At the start of your journey, before you start building a following and a community, yes it is important to pump out the posts to reach a wide variety of people so they can find you.
But if you’re pumping out crap posts with no pizazz (see all the points above) really don’t bother. Like your Mum always used to say “if you don’t have anything nice to say…don’t say anything at all”
7. Invest time in hashtags
Actually take the time to look at the posts in your associated hashtag set. How many engagements are they getting? What do the top posts look like? Does it actually work with what your posting?
8. Don’t jump on ALL the trends?
Yes, trends can be great for boosting awareness. But these are fair weather friends. You might get a lot of likes — but these users aren’t sticking around for your content, which means you won’t get anywhere.
If there is a trend that DOES suit your brand. By all means, give it a go. But keep it to a bare minimum. No one likes ‘that’ brand.
9. Change up your social media copy for Instagram/Facebook and LinkedIn
Remember that these are different platforms serving a different purpose and a different audience. Really get to know who your target is and adopt your style.
Remember that Linkedin is a business platform — people use this during work hours and they WANT to consume (interesting and relevant) business related topics. Scrolling Instagram is what people do on the toilet or when they are half watching Netflix — post accordingly.
10. Do you feel like social media has sucked the life and soul out of you?
If you really, truly hate social media…come closer…I’m going to let you in on a little secret. You don’t have to do it. No, no you don’t. There are a TON of other platforms and opportunities out there for business that don’t include social media.
Takeaway Social Media Tips
Stop looking outwards and start focusing on what YOU want to promote, say and do. It’s important to keep track of what’s going on in the social media space, but don’t get bogged down in it. Bring the fun back into what you post.