Digital marketers have several different social media platforms to choose from (all with their own unique features and benefits) and different strategies to implement in order to help them reach their marketing goals. However, certain social media marketing myths continue to persist. Sometimes, these myths hold marketers back from achieving their goals.
In this article, read about the top 10 social media marketing myths that all marketers should ditch in 2024!
Social Media Myth #1: Should B2B Brands Be On Instagram?
Fact or fiction? B2B brands shouldn’t be on a more “consumer-facing” social media platform like Instagram.
This one is a total myth. In fact, we’re seeing more and more B2B brands use platforms like Instagram and TikTok as a way to further build their digital presence. Of course, the content they share on these platforms differs from content they may share on a more “business-oriented” platform like LinkedIn (more on content diversification below).
TikTok in particular is an interesting case given that the platform emphasizes video content. Video is an excellent way for digital marketers to share their brand’s story which is why it is a quickly growing platform. Over half of B2B marketers used Instagram last year, while 16% used TikTok.
Social Media Myth #2: Does Social Media “Work” For Regulated Companies?
Fact or fiction? Companies in highly regulated industries shouldn’t use social media.
For marketers at companies in highly regulated industries such as healthcare or finance, their first instinct might be to skip social media marketing altogether and focus on more traditional forms of marketing. But, the reality is these businesses can establish a strategic social media presence — and stay within industry guidelines as well.
There may be a bit more effort involved in terms of getting content reviewed and approved before it can be posted on a company’s social media page, but the many benefits are worth it — increasing brand awareness, building credibility, and establishing a digital presence are just some examples.
Interested in learning more? Check out our previous article, Establish a Social Media Presence in the Highly Regulated Pharmaceutical Industry.
Social Media Myth #3: Is Social Media Only For “Younger” Users?
Fact or fiction? Only younger audiences use social media.
While platforms like TikTok and Snapchat may have a younger user base, older demographics are actively engaged on social media on platforms like Facebook and LinkedIn.
Some platforms may skew younger, while others skew older. Check out these quick stats from Hootsuite:
- Around a quarter of Facebook users are aged 45 and up, while almost half are between 25 to 34.
- Almost 70% of Instagram users are 35 and under.
- Almost 30% of Americans between 35 to 54 use X (formerly Twitter).
- 25 to 35-year-olds make up 60% of LinkedIn users around the world — probably skewing younger than what most marketers think!
This is why having a multi-channel social media strategy is important. By developing your brand’s online presence on multiple platforms, you’re able to reach different audiences.
Social Media Myth #4: Do Follower Counts Matter That Much?
Fact or fiction? Social media success is solely measured by the number of followers.
Yes and no. Ultimately, having a million followers may look nice on your company’s social media profile, but how many of them are genuine followers? Follower count is an example of what we consider a “vanity metric” — it doesn’t tell you much about the impact on a business.
Instead of just looking at follower counts, consider other more meaningful areas to review, such as the quality of engagement, the interactions your followers have with your brand and the content you’re sharing, and the types of conversations they’re having about your brand (both on your social media properties and elsewhere, like on Reddit and review forums).
That’s not to say that marketers shouldn’t ignore follower count altogether, but be mindful about only viewing this number as the most important social media metric.
Social Media Myth #5: Should I Post Every Single Day?
Fact or fiction? You need to post every day for social media success.
Consistency is important, but the quality of content matters more than the frequency. Focus on providing value. Engaging, entertaining, and educational content can do a better job at capturing mindshare and interest than simply spamming a lot of low-effort posts. Sure, more posts mean a higher chance of showing up on your followers’ feed throughout the day, but ultimately, this strategy may not lead to the results you want, especially if it gives a poor impression of your brand.
While digital marketers don’t need to post every single day, we do recommend posting at least once or twice a week. This helps keep the social media profile updated with new content, which is important for both existing and potential followers and customers. Of course, how many times you post per week may depend on other factors, such as your current capacity and whether you have time to research, create, review, and publish content. In many cases, in-house marketers may look to external resources, such as social media marketing agencies, for support.
Social Media Myth #6: Should I Ignore Negative Comments?
Fact or fiction? Negative comments should be ignored or deleted.
This one is tricky and it really depends on what the negative comment is about. Addressing negative comments transparently and professionally can demonstrate accountability and improve your brand’s image. For example, if a customer was unhappy with their product, they might leave a complaint on a social media post. Deleting or ignoring it may send the wrong message, such as your company not taking customer complaints seriously. This may turn off potential customers — and negatively impact your existing relationship with the customer making the complaint. In this case, consider solutions, such as publicly offering to DM the customer to help them resolve their issue.
On the other hand, there are times when a negative comment might not be related at all to your company. For instance, hate speech is an area where comments can be reported to the social media platform and deleted from a post.
Ultimately, whether digital marketers delete a negative comment or respond to it is something that should be considered on a case-by-case basis.
Social Media Myth #7: Can Social Media Help Garner Sales?
Fact or fiction? Social media is only for top-of-funnel, brand-building objectives.
Social media is a platform for building relationships, providing customer support, and showcasing the more human side of your brand. More customers these days want to know about the brand they’re buying from, making social media a powerful tool not just for customer discovery, but also customer retention and loyalty.
While it’s true that social media can be an effective resource to help achieve top-of-funnel objectives, these platforms offer a variety of different features that can help marketers drive toward middle and bottom-of-funnel objectives as well, such as lead generation.
Consider paid social media advertising. Marketers can develop top-of-funnel brand awareness campaigns, but also create ad campaigns that focus on lead generation, such as visiting their company website and filling out a form to receive a valuable white paper.
Social Media Myth #8: Do I Need To Create Video Content?
Fact or fiction? Video content is not essential for every industry.
Whether marketers like it or not, video matters, regardless of which platform you’re creating content for and the industry your company is in. Video content is highly engaging and versatile. Even traditional B2B industries can benefit from explainer videos, interviews, and behind-the-scenes footage.
Content variety can help make your social media feed more engaging for your audience. Marketers don’t need to set aside a massive budget, either. A video doesn’t necessarily have to be professionally shot, but it does need to be high enough quality that it doesn’t detract from your company’s social media presence. With just a smartphone, knowledge about what makes a video high-quality (e.g. good lighting and framing), and a goal in mind, digital marketers can create simple yet effective videos themselves.
Social Media Myth #9: Can I Just Talk About My Brand?
Fact or fiction? Brands should only post content that directly relates to their product or service.
It’s important to be social on social media, and not many users will want to follow a brand page that’s only posting heavily promotional or “salesy” content. People don’t want to be pitched to, but they do want to interact with content that they find engaging.Marketers new to social media or digital marketing may feel like every post “needs” to point back to their company in some way, whether it’s sticking the company logo on every single Instagram post or using the same branded hashtag across all of their LinkedIn content.
The reality is that not every single post needs to be branded — but it does need to add value. Consider your company, its product or services, and the user’s pain point. What sort of story do you want to tell?
For example, if you’re developing content for an eyewear brand’s Instagram page, not every single post needs to be about sunglasses, glasses, or other products the company sells. Sprinkle in thought leadership and other trending content. A post about ways to keep your glasses in good condition doesn’t necessarily promote any of your products, but it does add value to your page by offering educational content.
Social Media Myth #10: Can I Reuse This Content Everywhere?
Fact or fiction? Posting the same content across all platforms is efficient.
While yes, posting the same content across different social media platforms can be efficient and help you save time, this practice may not be the most strategic — and doing so may even work against some of your social media objectives! After all, if a marketer is posting the same content everywhere, why should a user follow the company on LinkedIn, Instagram, and Facebook instead of just one platform?
Every social media platform has its own audience, unique features, and user expectations when it comes to content. By tailoring content to fit the style and demographics of each platform, marketers put themselves in a stronger position to reach their goals.
Move Past The Myths and Level Up Your Digital Marketing Program!
Don’t let any of these myths hold you back from launching a successful marketing program! Whether you’re currently only involved with traditional marketing but want to expand your brand’s presence to digital, or you want to make your existing digital marketing strategy more effective, we can help!
Connect with one of our experts by clicking the button below and let’s discuss how we can level up your digital marketing program in 2024.
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