Are you stuck at square one with your start-up social media presence? Sometimes it feels like there are 500 things to do for your start-up (especially if you’re operating just yourself or with a small team), and often, marketing falls to the bottom of the list.
But, according to Meta’s recent report, 60% of Gen Z says that following a brand on social media is a way to more “deeply connect with their interests.” In the same survey, 43% of Gen Z said one of their favorite ways to engage with their interests online is watching a story by brands and influencers they follow.
If you’re a start-up, the present and the future is social.
In the midst of P&Ls, demand and/or lead generation, hiring, and funding, you’re probably at a loss for what to post on social media. That’s why I’m here.
For those that skipped the intro and went straight to the takeaways: touché.
Many people think that, in order to be successful on social media, you have to post multiple times a day. That’s simply not true. The most important thing is consistency. It gives your users/readers/customers an expectation and the algorithm will reward it.
So don’t worry about biting off more than you can chew. If you can only commit to three updates per week, that’s fine. Just don’t post for three weeks and then not at all for a month and expect that your reach won’t be impacted.
Camera shy? Then you better get a team member who isn’t! The fact is that video is king in terms of engagement and therefore, reach and brand awareness.
The good news? Videos no longer have to have slick, commercial-grade production value. Since everyone has a smartphone in-hand, it’s become more acceptable to post videos taken from your phone. This could be in selfie form (you talking to the camera while holding it yourself), an interview style (tri-pod with you and someone else), or even just a compilation of snippets from the day or week.
Beyond the day-to-day, video is a great way to explain a new system, concept, or product line to potential customers. You may want to invest a little more time and money for higher production quality, but it can be repurposed for use in social ads.
Additionally, interviews and videos with the founder(s) have been highly popular recently with brands like Cambio Roasters and Shark Tank alumnae Aura Bora. Don’t be afraid to show the real people behind your brand, from your team to your customers.
People want to follow brands in whose success they’re invested. The easiest way to get people invested in your business is to share the small wins. Maybe you’ve got a new hire, made your first sale, have a new prototype, are rolling out in a new market, etc. Don’t be afraid to share! Not only will it exhibit your growth, but also your transparency.
You can also follow in the footsteps of popular founders Carly & Danielle from theSkimm or Clea and Joanna from The Home Edit, and share trials and hurdles as they pop up, too. There is momentum for more realistic glimpses on social media (as opposed to the same highlight reel everyone is used to).
At Matchstick Social, we looooove influencer marketing and ambassador programs–but only when they’re genuine and advantageous for both parties.
Influencer marketing is when you pay someone with a large social media community (ie: followers) to talk about your product or service. Usually, you send them the product and additional compensation commensurate with the scope of work. You can also choose to work with “microinfluencers,” who are essentially up-and-coming influencers with a smaller following. These present a prudent partnership opportunity, especially when they have a specific niche of followers (your potential customers) and/or you can repurpose their content for your advertising. (You’ll want to get that in writing.)
Ambassadors are people who are already your customer and brand advocate. Usually, they will just want an exchange of product or to tell people how much they love your company. Most companies will do year-round discounts for their ambassadors as well.
There are a few obstacles to watch out for, however. You want to vet your influencers. Don’t just look at follower counts. Ask them for their demographics. Are their followers in the areas where you sell your product or service? Do they align with your typical age and gender? You’ll also want to take a look at your influencer’s engagement rate. Do they get a lot of comments and shares? That’s a great indicator that a lot of people see their content and they are good at promoting it. Likewise, an influencer with 6,000 followers might have a much more engaged audience than someone with 600,000 followers. So don’t only let the numbers do the talking.
As a Charleston digital marketing agency (AKA The Silicon Harbor), we have a ton of experience working with start-up clients–from toys to apps to restaurants.
Most agencies don’t really understand the start-up challenge: always having too much going on and, simultaneously, not enough. They don’t understand the need to pivot on a moment’s notice or roll up their sleeves and help with something slightly outside of their scope of work.
If you’re a startup in the Southeast region, we’d love to work with you! Give us a shout!