Sometimes the most basic things get missed in the setup or execution. Busy marketers are doing and managing more than ever: paid ads, SEO, design, copy, content strategy, webinars, email . . . We move at the speed of light and promise to get back to things to fine-tune them later, but how often do we really find the time to do so? We don’t, which is why it’s crucial to make time to optimize social media profiles.
Get back to basics with this post and make sure that you have all of your bases covered and everything looks solid and optimized for your social media profiles. If you want to build a really healthy habit, add optimizing social media profiles as a to-do on a quarterly basis. That way, you’ll have optimized your social media presence and all platforms will be unified and up to date.
1. Use the Same Handle or Username Across Channels
One of the cornerstones of branding is consistency. Without consistency across your brand identity and messaging, you can’t achieve recognition and you instead create uncertainty. There is nothing more frustrating than struggling to find the exact account you are looking for. It’s like when something does not show up on the first page of Google. You want to ensure your profile is one of the top listings when a user searches for your brand on Facebook, Instagram, Pinterest, etc. We recommend using something as close to your brand name as possible for your username and handle. You can test to see where you rank by searching different keywords relating to your brand name. Having “the” or an underscore can make the name less likely to be a top listing.
2. Use Your Profile Bio as an Elevator Pitch
When new users land on your page, you want to make it explicitly clear who you are and what your brand is about. On Instagram specifically, there is limited space before your bio gets cut off. Keep it short! This way, more users will see all the information listed to describe your brand. When optimizing your social media profiles, try using a combination of value propositions and brand mantras. It can be helpful to benchmark competitors’ accounts as well!
3. Create Personalized Brand Content to Increase Engagement
Engaging with your audience is a key piece of any organic social media strategy. According to Rival IQ, the median engagement rate across industries on Facebook is 0.9%. Whereas the Instagram median engagement was reported as 0.98%. Looking at these metrics helps to set expectations that it is likely Facebook engagement will be lower overall when comparing channel performance.
With these key facts in mind, creating content as though your brand is a user can make the content more relatable. As a result, it is more likely your audience will resonate with your content because it will be based on the same values and ideas that drew them to your brand initially. Know your audience (age, region, what matters to them), and use relevant themes that will make readers care about your content and your brand. This should help to engage users, as these will be ideas and themes, they may be interested in learning more about. This is not to say every piece of content needs to be directly related to a core theme, but allowing the core of what you do and why you do it drive the content you share with your audience to resonate further.
4. Use Page Insights Reports to Make Informed Decisions
Both Facebook and Instagram provide insights into your business profile. This takes some of the guesswork out of trying to find the best times to post in order to increase reach. These reports are available through the backend of your Facebook page, or under the “Insights” tab on the Instagram mobile app. These metrics will update as you gain followers, so it’s important to reference them as your audience grows. The metrics shown in these reports estimate when your user base is most likely to be on the platform. Based on this information, you can test various posting times to determine when your audience is most likely to engage with your content.
5. Get the Most Value from Your Content (Work Smarter, Not Harder)
It is no secret that creating content takes valuable time and resources to produce. This is why it is increasingly important to utilize your content to its fullest potential. A prime example of this is creators and brands reusing Tik Tok content and reposting them to Instagram Reels. Repurposing is not only great for getting the most value out of your content but also for testing if certain videos perform better on one platform as opposed to another. This, in turn, can help you to refine your strategy further based on what content performs best between platforms.
Another example of optimizing social media profiles involves using graphics across both paid social media ads and organic social media pages. This way, if a user clicks through to your profile from an ad the content and messaging are consistent. Generating the most value out of your content can not only save you time but aid in reach and recall, as more users remember seeing your content across different channels or placements showcasing your brand.
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