Spoiler alert: the way you’ve been handling your brand’s social media is probably wrong. Over the last few years, there has been a significant shift in social media strategy for small businesses and nonprofits. If your posts have few likes and your accounts aren’t growing, this may be the reason! Social media is moving away from conventional advertisement-style posts to prioritize education and entertainment. Recent studies underscore this transformative trend and one you will want to consider when developing your social media strategy.
Beyond Interruption:
In a world saturated with promotional content, audiences are seeking value. According to a HubSpot study, 80% of users prefer educational content from brands. Small businesses and nonprofits can stand out by providing informative content, industry insights, and expertise, creating a genuine connection rather than a mere interruption. For instance, a local bakery could share weekly baking tips or spotlight the stories behind their unique recipes, offering content that not only informs but also creates a community around shared interests.
The Entertainment Edge:
Entertaining content isn't reserved for consumer brands alone. A LinkedIn survey highlights that 60% of professionals believe brand content should be entertaining. For small businesses and nonprofits, infusing personality and creativity into their social media can captivate audiences, making content more shareable and memorable. For example, nonprofits can share heartwarming success stories or behind-the-scenes moments of their teams in action.
Building Authentic Connections:
Social media is no longer just a promotional tool; it's a platform for relationship-building. Whether you're a local business or a nonprofit organization, focusing on education and entertainment fosters genuine connections. By creating a community that values the insights and stories you share, you move beyond transactions to building lasting relationships. This is also a good reminder to engage with other accounts. It is not always about wanting people to like and share your content. Take time to start conversations, too!Â
As we navigate new social media strategies for small businesses and nonprofits, let's embrace the power of education and entertainment. It's not about the hard sell; it's about creating content that resonates and engages. So, let's make our mark in the digital space, one authentic post at a time.