Social media is crowded. Everyone wants an audience. But the landscape has changed. Here's what you need to know about social media audience building:
The Current State of Social Media
1. Usage continues to grow globally
2. More users mean more competition for attention
3. You compete with all content, not just in your niche
4. Organic reach is declining across platforms
Why Old Strategies Don't Work
- The world has changed post-pandemic
- People are still glued to screens, but . . .
- AI has commoditized content creation
- User feeds are flooded with mediocre, repetitive content
Effective Strategies for 2024
1. Take a Stand
- Identify what you're for AND against
- Example: For sustainable marketing, against growth hacks
- Polarisation can be good - Indifference is worse
2. Balance Self-Promotion
- Limit promotional content to 10% of your posts at most
- DO NOT put links in your post, put them in the first comment
- Mix calls-to-action (CTAs) with insightful content
- Add CTAs in comments of high-performing posts
3. Partner with Others
- Create and publish content together
- Cross-promote in newsletters and social media
- Refer to partners' content when relevant
4. Cross-Channel Promotion
- Mention your main channel everywhere:
- Other social platforms
- Email signatures
- Interviews and podcasts
- Blog and website
5. Test Paid Advertising
- Even small budgets can boost visibility
- $100/week can equal 3-5 hours of organic engagement
- Experiment with different ad platforms
6. Expand Your Network
- Join groups outside your expertise
- Engage in your audience's communities
- Ask genuine questions, offer value
Key Takeaways
Consistency matters, but it's not enough
Stand for something to create emotional connections
Diversify your audience-building tactics
Focus on quality over quantity in content
Build relationships, not just follower counts
Audience building takes time. No one builds a significant following overnight anymore.
Be patient, adapt your strategies and focus on providing real value to your audience.
Action Steps
1. Identify your core values and what you stand for and against
2. Audit your content mix - aim for 90% value, 10% promotion
3. Reach out to potential partners for cross-promotion
4. Identify your ideal customer profile/audience
5. Join 3 new communities where your audience hangs out
6. Set aside a small budget for paid advertising experiments
7. Consistently direct traffic to your main platform, your website or landing page
8. Capture the name and email address of every visitor for your email list
Building an audience in 2024 requires more effort and strategy than before. But by adapting to the new realities of social media, you can still create a engaged and loyal following.
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