In today’s digital landscape, standing out on social media is harder than ever—especially for medium-sized businesses. The challenge can feeling overwhelming, between ever-changing algorithms, heightened competition, and the quest for meaningful engagement...but here’s the good news: 2024 offers new opportunities for medium-sized businesses to make an impact, grow their social presence, and foster authentic connections with their audience. And with the right social media management for businesses, you can elevate your brand’s visibility and engagement in ways you hadn’t imagined.
Whether you're trying to increase interaction with followers, turn likes into loyal customers, or simply get your brand in front of more eyes, this guide will provide the practical strategies and digital marketing strategy development tips you need to succeed.
Photo by cottonbro studio
1. Leverage User-Generated Content (UGC)
When it comes to boosting engagement, authenticity is key. And what’s more authentic than your audience promoting your brand for you? User-Generated Content (UGC)—content created by your customers, fans, or even employees—serves as social proof that your business is trusted and valued. Encouraging UGC can foster a sense of community and deepen the relationship between your brand and its followers.
Practical Tips for UGC Success:
Create Share-Worthy Experiences: Make it easy for your followers to share their experiences. Whether you’re launching a new product or hosting a special event, think about how you can make it social media-worthy. Offer fun backdrops, branded hashtags, or even contests that encourage users to snap a photo or record a video of their experience.
Reward Participation: Consider offering incentives for UGC participation, like featuring the best posts on your company’s profile or giving away products in exchange for the best content. This amplifies your reach and motivates more people to engage.
Use UGC in Ads: By repurposing user-generated content in your social ads, you not only save on creative costs but also leverage the trust factor that comes with real people endorsing your brand.
UGC in Real-life: Companies like GoPro have built entire social strategies around UGC, where fans of the brand share their adventure shots, resulting in thousands of organic posts showcasing the product in real-world scenarios.
Photo by Tim Douglas
2. Embrace Short-Form Video Content
The rise of platforms like TikTok, Instagram Reels, and YouTube Shorts has ushered in a new era of short-form video content. Every medium-sized businesses should be embracing this trend for boosting social media engagement. Short-form videos are quick, entertaining, and, when done right, highly shareable.
Why Short-Form Video Matters:
Attention-grabbing: In a world where attention spans are shrinking, videos that are quick and to the point often get the most engagement.
Algorithm-friendly: Many social media algorithms (especially TikTok and Instagram) prioritize short-form content that generates interaction within a brief period, boosting your visibility to a larger audience.
Fun and flexible: Whether it's behind-the-scenes clips, tutorials, product demos, or humour-infused skits, short videos allow for creative freedom.
Short-Form Matters; A Real-life Example:
Chipotle, a US based restaurant chain, saw a significant increase in engagement on social platforms, particularly TikTok, where their follower count surged. The viral nature of their challenges and the relatable, fun content helped Chipotle strengthen its brand image and capture a younger audience. Their online sales and digital presence also saw considerable growth, proving the power of short-form content in boosting brand awareness and engagement.
Photo by Artem Podrez
3. Maximize Engagement with Interactive Content
In 2024, passive content consumption is a thing of the past. Audiences want to interact, participate, and feel involved with the brands they follow. Interactive content—think polls, quizzes, contests, and even live videos—encourages followers to engage directly with your brand, offering an excellent opportunity for two-way communication.
Types of Interactive Content to Boost Engagement:
Polls and Questions: Instagram Stories, Twitter, and LinkedIn all offer poll features, which are perfect for asking your audience about their preferences. It’s not only a way to boost engagement but also to gather valuable feedback about what your customers want.
Contests and Giveaways: Who doesn’t love free stuff? Hosting a contest that requires followers to like, share, and comment on your posts in exchange for a prize can skyrocket your engagement.
Live Streaming: Going live on Instagram or Facebook creates a sense of immediacy and exclusivity. Whether you're launching a product, hosting a Q&A session, or offering a behind-the-scenes glimpse into your business, live streams foster deeper connections with your audience.
Pro Tip: Keep your audience’s preferences in mind. If your target market skews younger, they might prefer fast-paced quizzes or TikTok challenges, while an older demographic may be more responsive to Q&A sessions on Facebook or LinkedIn.
Photo by Ron Lach
4. Leverage Influencer Partnerships
Collaborating with influencers can be an incredibly effective tactic for medium-sized businesses aiming to grow their social media presence. However, 2024 calls for a refined approach to influencer marketing—one that focuses on genuine, long-term relationships rather than one-off promotional posts.
Why Influencers Work:
Reach New Audiences: Influencers have built-in audiences that trust their opinions. Partnering with them allows you to access these communities and position your brand as trusted by association.
Niche Audiences: Micro and nano-influencers, who typically have smaller but highly engaged followings, can offer more precise targeting. They are often more cost-effective for medium-sized businesses and deliver better engagement rates.
Authenticity: A long-term relationship with influencers makes collaborations feel more authentic and less transactional.
Pro Tip: When selecting influencers, prioritize quality over quantity. It's better to work with a few influencers who have a strong connection with their audience than to cast a wide net with many who lack engagement.
Influencers Influence in Real-life: Beauty brand Glossier ****built its early success by partnering with micro-influencers and everyday customers. Instead of traditional ads, Glossier relied on these authentic voices to showcase their products, building a cult following of loyal consumers who trusted the brand's recommendations.
Photo by Blue Bird
5. Optimize Posting Schedules and Analyze Engagement
A solid social media management strategy involves not only creating engaging content, but also knowing when and how often to post. Understanding the right times to reach your audience, combined with careful analysis of engagement metrics, can lead to a significant boost in performance.
Key Factors to Consider:
Time of Day: Posting at peak times when your audience is most active can lead to better engagement. Tools like Hootsuite or Buffer offer analytics that show when your followers are online.
Consistency: Regular posting keeps your brand top of mind. However, quality matters more than quantity. It’s better to post three highly engaging pieces of content per week than seven that receive little interaction.
Platform-Specific Trends: Different platforms cater to different types of content and user behaviour. LinkedIn may require less frequent, more formal posts, while Instagram thrives on daily stories and grid updates.
Pro Tip: Regularly review engagement data to refine your approach. What worked six months ago might not work now. Stay agile and adjust your content and posting strategies as needed.
Real-life Example: A local coffee shop might notice that engagement spikes when they post Instagram Stories about their daily specials around noon, right when followers are thinking about lunch. By consistently posting at that time, they can increase engagement and, potentially, foot traffic.
Photo by Stas Knop
Let’s Get Social
In 2024, the social media landscape continues to evolve, but one thing remains constant: engagement is key. For medium-sized businesses, focusing on tactics like UGC, short-form video content, interactive posts, influencer partnerships, and smart scheduling can help boost not only engagement but also brand presence.
As you develop your digital marketing strategy, remember that the goal is to build authentic connections and offer real value to your audience. Engagement isn’t just about the number of likes or shares you get—it's about fostering meaningful interactions that translate into lasting customer relationships.
Now it’s your turn! Take these strategies and start implementing them today. Not sure where to start? Reach out to our team of marketing experts at Best Marketing Co., and we’ll craft a tailored social media strategy that’ll take your business to the next level!