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Overview

Social media is a chaotic place with billions of voices and brands all vying for each others’ attention. However, there’s an easy way to cut through the noise: you have to know what your story is and how best to present it on social networks. Just a few tricks will help your story reach more people than you ever thought possible. After reading these points, you’ll learn that marketing products on social media doesn’t annoy people; which network has huge potential despite being underused; and where the story should be placed is as important as the story itself.

Big Idea #1: Social media is essential for successful product marketing.

You may have noticed that people are constantly on their mobile phones. It is important to understand how social media has changed the way we consume information in a short period of time. In the United States alone, there are nearly 325 million active cell phone subscriptions; however, the total population is 316 million. Therefore, it’s safe to say that almost everyone uses a cell phone and most use social media as well.

A recent study found that people spend nearly half of their phone time on social media. In fact, 71% of Americans are on Facebook and there are more than 500 million Twitter users worldwide.

Social media has changed consumption habits. People use it to decide what they want to buy, and learn about products through viral Twitter campaigns or Facebook posts on their friends’ walls.

It’s not just young people who use social media. In fact, Baby Boomers (people born between 1946 and 1964) have increased their consumption of social media by 42 percent in the last year alone. This is important to advertisers because Baby Boomers account for 70 percent of US spending.

New media outlets are always overtaking old ones. For instance, radio overtook print and television replaced radio. However, social media has taken over much faster than these mediums did. It took 38 years for radio to get 50 million users and 13 years for TV to reach the same number of viewers. Instagram reached that number in just a year and a half. Clearly marketers need to understand how to use this powerful new tool effectively because it’s so important in our modern age.

Big Idea #2: A great marketing campaign relies on its content.

In the age of social media, marketers have to create enticing stories and provide great content. The only way marketers can stand out in this noisy world is through outstanding content that is updated frequently.

New advertising campaigns are designed to engage customers in the brand’s story, which leads to a sale.

Nike+ is a great example of an app that lets people compare their exercise accomplishments and compete with each other. This creates daily content for the company because its users are creating it.

Companies will come up with different ways to deliver their content, but it is important that they avoid annoying or intrusive methods. They should be entertaining and interactive for the consumer. Ads can’t be too demanding of the audience’s time, so informative ads are usually more successful than the ones that require a lot of work from the consumer.

Finally, remember that even great content is meaningless in the wrong context. Effective content has to be native and fit the format of the platform it’s on. Don’t waste your content by choosing the wrong platform.

For example, a photo on Pinterest might be unsuccessful if it’s unclear or of low quality. However, that same image could be successful on Twitter if the post is accompanied by an interesting caption. Marketers should understand how different networks function so they can use them to their advantage.