Do it yourself Why it doesn't work with social media

Canvas Ads, Click-to-see and Carousel - If these terms don't immediately bring the display forms and channels to mind, then you should definitely read on now. Social media is now on every company's agenda. For some on place 1, for others on the last place à la: Let's post a picture of the last team event, so that something is on Facebook again. But social media is your secret weapon when it comes to topics like brand awareness, lead generation and employer branding. You just have to use it correctly.

The link post Fortunately, there automatically uploads the image...

Many startups manage their social media channels themselves at the beginning. That's perfectly fine if you have the know-how within the company. But for that you need a social media manager who really knows his or her stuff. In other words, someone who likes to write, produce photos and videos, but is not familiar with algorithms or the technical details of advertising managers, is only half the battle.

Often, a topic jumble war with the classic text-image posts or link posts runs through the channels. In serious cases, even in two or three different languages and with a collection of uncoordinated hashtag escapades. You recognize your channel? Then you definitely need a strategy!

Photo of your team from the last event? Save yourself the time

Are you providing value to your readers? You should think about this carefully for each post. Your community has to be able to correctly classify the topics. This means that if you simply post a group picture from the last trade fair, your employee's grandmother who was there might be interested, but no customers. But if you instead announce a few days in advance that you'll be at the trade fair and who from the team customers can meet there - then you're offering added value.

Activate your Community It only works with interactive content.

In order to increase the engagement of your community and ultimately ensure that your content is played out to the right target group, you have to offer your followers something - and the algorithm, too. Because only when Facebook, Instagram, LinkedIn, etc. determine that the community is viewing, clicking on, sharing, or commenting on your content, will it be distributed to other people.

Did you know that the algorithms are controlled in such a way that the content is only played out to 3 to 5 percent of your followers? Only if one of them interacts with your content, the social networks increase the reach. In other words, if the post doesn't encourage interaction, it's only shown to a very small number of people and you could have saved yourself the trouble.

The formats change on a daily basis How you stay up to date

Our social media team hangs out in countless forums and groups to have every change and every new format immediately on the screen. Because in order to establish the new forms of presentation, they are usually played out very actively by the algorithm. A good example of this is videos: When they were newly introduced, the reach was up to 20 times higher than for normal image posts. Saskia, our Head of Social Media, has compiled her top sources of information for you, which she uses to stay up to date - take a look.

Biggest myth Advertising does not work for us

For us, this statement is the indication that someone is taking care of the social media channels who is not familiar with the technical settings in detail. Or even doesn't know the ad manager at all. Promoting a post directly via the Facebook page is in fact not recommended. Admittedly: The ad manager can also sometimes get on your last nerve, but it's still important that the settings are right - and there are a lot of them. For the ads to be successful, the presentation must fit the target and the target group. In addition, you should first work with a test budget of at least 1000 euros to determine the relevant target groups and formats for you.

Typical fault Advertising without awareness

To make the best use of your advertising budget, it is important to minimize wastage. That's why you need to find the right target group for your topic. In many cases, we have to build the target group ourselves. With high-quality content that also interests the community - more details on that two paragraphs down - we can already pretty much identify the right target group. The people who have watched your video on a certain topic for more than 10 seconds, for example, are basically interested in it. Now you can play out further content on the topic to precisely these people and then distribute the ad to them.

Think in campaigns Not in single posts

A campaign is a topic that is divided into various subtopics and forms of presentation. In the beginning, it is again about the basic attention for your topic, the awareness. Then you have to activate the community, which you do with the second step: engagement. Only then is performance about your offer and lead generation. With paid media and retargeting, we then create consideration and the supreme discipline that follows: Loyalty.

Social Media Outsourcing When it makes sense

You can do so much on social media. But if you do it, do it right. Set clear goals, take a close look at your target groups, and get real expertise on board for the content and ads. Someone who likes to post Insta-stories in their spare time, but has never actively dealt with technical details and algorithms, can't fully exploit the potential.