Small to medium-sized businesses (SMB) and specialty retailers are on the rise. Over the past year, there have been huge shifts in the retail industry with large, “big-box” retail stores closing and online or discount retailers growing stronger. In order to stay on top, these small businesses need to find new and unique ways to market their business and keep up with growing marketing strategies. Social media has proved to be one of the most effective marketing tools for small businesses. Here are four social media trends for small businesses to pay attention to.
1. Video Content
Video content is taking over social media. If you scroll through your Facebook newsfeed, you’ll find that more and more content is video content. Social media has become less about sharing daily life updates and more about sharing the most viral content you can find. Not only is more video content flooding Facebook, but 85% of these videos are being watched without sound. The human attention span is shrinking, and as a business owner or marketer, it is important to keep in mind that you only have a matter of seconds to grab your consumer’s attention. With that said, you also need to find ways to portray your marketing message with no sound.
In addition to Facebook, Instagram and Snapchat are widely known as platforms to promote video content. Since Instagram decided to expand its video time limit to 60 seconds compare to the previous 15 second limit, businesses are taking to “the gram” for more video marketing. Even more recently, Instagram has jumped on the live-streaming bandwagon by introducing Instagram Live.
Facebook, Instagram, and Snapchat are all the homes of the social media platforms with the most video content, and they all have one thing in common: live video streams. While Facebook allows users to live-stream, this content continues to exist on Facebook after the live stream ends. The concept of Instagram live is more similar to that of Snapchat where users can go live, but once the live stream ends, the video disappears.
For small businesses, this amazing new feature gives you the ability to see who is actively following you on social media rather than putting the content off until later. For retailers specifically, this is a strategic option for flash sales, one-time giveaways, etc. Like Instagram Live, Snapchat gives small businesses a way to see who is actively following them, and an opportunity to interact directly and personally with their followers. What better way to announce the restock of your most popular item or a one day sale for loyal shoppers than to send out a quick snap?
2. Visual Storytelling
As mentioned, the average attention span is getting shorter, and marketers are looking for new and unique ways to grab their audience’s attention. Consumers are getting their information less through written blogs or eBooks and more through digital content such as photos and video. With the growth of visual-based social media platforms such as Instagram and Pintrest, businesses are now using visual content to build their brand by giving themselves a “brand look”. It has since then been found that branded images and GIFs are powerful pieces of content for small businesses.
Another benefit of using more visually compelling content is having the ability to cater to an individual audience. Being that small business often have a very specific focus, visual storytelling on social media will help these business appeal to their target market. A fashion boutique that sells clothing for young women will want a fashion-forward, trendy Instagram page, whereas a SMB retailer selling home décor may want to put more focus toward their Pinterest page.
3. Staying Local
Social media marketing has advanced incredibly over the last few years. One of the greatest features offered through social media marketing and advertising is the ability to target posts to a specific audience based on location. When you own a small business, your local community tends to be your best customers.
Social media platforms such as Facebook, Twitter, and LinkedIn will allow users to target paid ads to users in your specific area in order to increase the amount of local customers who are buying from you. In addition, there are platforms that allow you to communicate to your followers where you are by adding your location to your Instagram photos, pinning your location on Pintrest, or using geofilter on Snapchat.
While location-based marketing is key for small businesses, location-based listening on social media is extremely useful. Social Media Examiner provides a full list of social listening tools that allow businesses to listen to and engage with customer who are in close proximity to their brick and mortar store. Social listening allows small business owners to listen to their local community without them even knowing it. With this information, small businesses can hear feedback from current customers and find ways to expand their business to appeal to a larger market within their local community.
4. Go Organic
Social media marketing doesn’t require a large budget! Now more than ever is the time to take advantage of the millennial generation’s authentic mindset, and try stepping away from the paid social media ads. Small businesses tend to have small budgets and cannot invest all of their money into social media. Social Media Today has a simple solution for these businesses:
reduce, reuse, and recycle.
Rather than constantly straining your brain for new content and ideas, create content that can be used in different ways across all of your social platforms. By doing this, you can get away with creating new content less often.
Make sure your content will not go stale too quickly. Work to create timeless content that you can reuse over and over again that will spark the interest of your followers every time.
While it is important to vary your content across different social media, you can find ways to recycle your content. This means creating one big idea that can be used differently, or that you can take pieces from to promote across separate platforms.
While owning or operating a small business can oftentimes be difficult, marketing your business doesn’t have to be. The first step is simply creating your social media accounts, and make sure to create tons of valuable and shareable content to keep you one step ahead of the competition.
Brianna Moriarty is the Marketing Communications Associate for Star Micronics with a focus on content creation and social media marketing. She frequently writes content to help small businesses build their marketing strategy and social media presence. Outside of her writing, Brianna enjoys traveling, music, fitness, and lots of coffee. LinkedIn | Twitter