As of January 2023, more than 21 million Australians, 81% of the population, were active on social media. On average, people spent two hours each day hopping between six platforms.
Facebook dominated the landscape and likely will for the foreseeable future. Nearly three- quarters of internet users (73.6%) logged on monthly, and 50% did so daily, with 62.9% active on Messenger and 55.5% checking Instagram regularly.
The bottom line is your target audience is active on social media.
Although these figures (from Meltwater’s Social Media Statistics for Australia study) are a year old, they’re likely still accurate.
Social media help you connect with your target market, build brand awareness and generate customer loyalty.
But is being active enough?
Should you pay for ads? Is social media more important than other marketing channels or more powerful than a .au domain name? Do you need to hire an expert in the psychology of audience engagement (AKA a social media manager), or can you DIY a winning social strategy?
The answers to these questions differ from one business to the next. To make things more complicated, the reasons people log on, and their willingness to interact with brands vary widely between platforms and demographics.
To craft a social media strategy that grows your brand, you need to dig into the psychology of audience engagement and balance those insights with your business goals.
This isn’t as tricky as you might think, for three reasons:
- If you’ve done your homework, you should know your target market pretty well
- Most social media platforms make their revenue from businesses buying ads, so there are plenty of tools and tips to help you engage
- Social media are deeply ingrained into people’s routines; meeting customers where they already are is easier than bringing them to you
Here’s how you can use a combination of online business services and your own insights to build a thriving and rewarding community online.
Tips for building a social media following in 2024
Choose the right platforms
Facebook might have the largest audience, but it’s not the best platform by default.
Facebook is all about communities with shared interests. Instagram thrives on eCommerce. LinkedIn is where professionals connect with B2B brands and grow their careers.
Rather than trying to be everywhere at once, prioritise the platform(s) that align with your objectives and target audience.
High-level demographic data, either published by the platforms or collated by a third party, can help you hone your strategy to the most relevant channels.
Create high-quality, shareable content
A steady stream of high-quality content (within your ability to churn it out) will keep your audience engaged and eager for more.
Whether it’s informative blog posts, engaging videos, or eye-catching images, your content should be relevant, informative, and most importantly shareable.
The 5:3:2 rule is a good starting point for posting on social media. For every 10 posts:
- 5 should be curated content from others that’s relevant to your audience
- 3 should be created content from you that’s relevant and branded
- 2 should be humanised content that’s personal and fun
Consistency is key
Social media algorithms favour active accounts.
Establish a realistic posting frequency that you can maintain, and stick to it. A regular influx of fresh content will keep you top-of-mind with your followers and increase your chances of attracting new ones.
Interact with your followers
Social media is a two-way street. Respond promptly to comments and questions, participate in conversations, and make your audience feel heard.
Responsiveness and genuine interest in your audience will go a long way in strengthening your brand’s reputation.
Harness the power of hashtags
Hashtags are the keywords that organise the plethora of content on social media platforms. Using relevant hashtags will make your posts more discoverable to potential followers.
Research and incorporate hashtags that align with your niche, industry, and target audience
Run contests and giveaways
Promotions and contests can attract new followers and boost engagement among existing ones.
Understanding your audience’s psychology is especially helpful here.
For example, Meltwater’s report showed that free delivery was the biggest purchase influencer by far, followed by limited-time discounts and loyalty points. Competitions lingered near the bottom of the list, with only 13.6% purchasing after entering a contest.
Consider paid advertising
Social media platforms know a lot about their users. That means you can use highly specific demographic and psychographic criteria to target highly specific segments.
If your budget allows for ads, targeted campaigns can significantly amplify your reach for relatively little cost.
Provided you set up your audiences, ad targeting and delivery schedule with care, you can be relatively confident that your message will reach the right people.
Keep a close eye on performance statistics
Numbers tell a story. Monitor key metrics such as engagement rates, reach, and follower growth using the platform’s built-in dashboards or another online business service like website analytics.
Use these insights to make informed decisions, whether tweaking your marketing strategy or rebalancing your social media activity.
Bringing it all together with Registry
While social media is a powerful tool to forge connections, it’s not a standalone strategy. Establishing a strong online presence means considering all aspects of your digital identity, including your website, Google profile, emails and contact information.
Registry Australia provides a comprehensive suite of online business services that give you the confidence to take your business online and connect with your audience. Explore our affordable ABN registration, company registration, website builder, .au domain hosting, and email hosting solutions to build a rock-solid foundation for online marketing success.
