Posts in “Social Media” category - So What Social

Why your social media looks good but still doesn’t sell

Cristel — Wed, 02 Apr 2025 02:39:19 +0000

You’re not alone. Most businesses get this wrong. Here’s how to fix it (without burning more time or budget).

Let’s be real: social media has completely changed the way businesses connect, communicate and convert customers.

But here’s the catch: many brands today, especially those who’ve been around the block, are still treating it like it’s 2010.

They see social media as something the intern can “whip up” or worse, a marketing box to tick off each week without much thought.

Here’s what they’re getting wrong and what needs to change from an agency that’s helped brands scale smarter with less content and more strategy and measurable sales to back it up.

Here’s what’s not working and how to turn things around:

1. You’re underestimating its potential

A lot of long-established businesses still see social media as just another channel, something that sits separately from “real” business functions like sales, customer service or product development.

But here’s the truth: social media is your storefront, your sales team, your customer care and your research department, all rolled into one.

It’s the window people look through before deciding whether they want to step inside. It’s the space where first impressions are made and trust is built. When you undervalue this, you’re not just missing opportunities. You’re actively losing visibility, leads and sales to your competitors.

Let’s break the myth: looking good on social doesn’t automatically mean you’re growing.

One of our clients, Hot Spring Spas, transformed their approach in 12 months by aligning content with their business strategy.

The results?

141.2% increase in published posts
779.6% lift in engagement rate
1,952.1% surge in post link clicks
And a total reach of 43.5 million impressions

And no, they didn’t just post more. They posted smarter. With strategy, structure and intent.

2. You’ve outsource the function as just another admin role

Let’s call it out: putting up a job ad that says “Must know Canva and post 3x a week” just won’t cut it.

Too many businesses delegate social media to junior staff with no real strategy, direction or alignment to business goals.

The result?

A feed that looks more like a digital noticeboard than a growth channel.

Social media isn’t admin. It’s a strategic growth function.

So when treated like an afterthought, it delivers just that: afterthought results.

But when you invest in it strategically, not just financially, but structurally, you start to see tangible returns:

Qualified leads

Higher customer retention

Data-backed insights that drive better business decisions

Again and again…

3. You’re not turning engagement into conversion

You can have the most beautiful feed, viral Reels, the highest reach… and still make no sales.

Why? Engagement ≠ conversion.

Because engagement alone isn’t the end game.

Many brands stop short at vanity metrics: likes, shares and comments. But without a proven system that moves your audience from interested to invested, it all goes nowhere.

Every like, view or comment is a micro-moment in your customer’s journey. Without a clear funnel, call-to-action or next step, those moments vanish into the void.

Here’s what you need:

A proven strategic system that aligns content, messaging, CTAs and landing pages to guide people from awareness to consideration to decision.

Think of it like this: Engagement is the handshake. Conversion is the relationship. And… you need both.

Curious where your content might be falling short? Let’s jump on a free discovery call and map out how to turn engagement into ROI.

It’s about aligning your messaging, CTAs, landing pages and even your DMs with the bigger picture.

The shift that needs to happen

It’s time for businesses, especially those with legacy, reputation and loyal customers to reframe social media as a serious growth engine.

Not a “nice-to-have.”
Not an admin task.
Not something the intern does when they’ve got spare time.

It’s a revenue-driving engine.

When used strategically, social media can drive awareness, nurture demand and increase sales at scale.

If you’re still guessing what to post or delegating without direction, it’s time for change.

Your brand deserves more than hit-and-miss content. It deserves:

Strategic clarity

Content confidence

A proven system that drives ROI

Let’s help your content do more than look good. Let’s make it work harder for the results your business deserves.

Ready to turn likes into leads?

Of course you are! Book a discovery call and learn how we help ambitious brands streamline their social media and finally see the ROI they’ve been chasing.

Is the fear of perfection stunting your business growth?

Dhominica Simbul — Tue, 11 Mar 2025 23:31:14 +0000

Okay, let’s get real for a second. How many times have you stared at your competitors’ social posts and thought, “I could do that… if only I had a big budget or looked more polished on camera”? Or maybe you’re waiting until everything is absolutely perfect before pressing the record button.

If this sounds far too familiar, you’re not alone — but you might also be holding yourself back from serious growth.

What if I told you that connecting with your ideal audience doesn’t require a Peter Jackson-style production crew, a fancy camera or even a totally polished approach?

You don’t need to keep sitting on the sidelines watching others grow their online presence while you wait for that “perfect” moment.

Spoiler alert: It doesn’t exist.

Here’s how letting go of perfection and showing up authentically can transform your business (and why growing your brand is worth more than waiting until your hair is flawless or your lighting is A+).

Why perfection is the enemy of progress

Perfection is a sneaky little thing. It convinces us that if our content isn’t 100% polished or doesn’t come with a big marketing budget, it’s not worth sharing. The result? Radio silence.

And while you wait for “the perfect moment,” your competitors are out there hitting record on their phones, gaining attention, nurturing communities and growing their brands.

Here are some common myths about putting yourself out there online that could be holding you back:

Myth 1: You need high-end equipment.

Reality: Your phone and some decent natural lighting will do just fine. No one is judging your background (unless maybe there’s a pile of dirty dishes). If anything, humanises you and make you more relatable.

Myth 2: Your content has to be flawless.

Reality: People respond to authenticity way more than polished videos. Raw, behind-the-scenes content works because it feels relatable and real.

Myth 3: A big marketing budget is essential.

Reality: You can create impactful content just by understanding your audience’s needs, wants and problems.

Waiting for perfection could be costing you big time — not just in lost opportunities for connection, but also in terms of brand growth and revenue.

Why authentic brands win in the digital world

The most engaging and best-performing posts online aren’t those glossy, overly edited ads that feel like they came out of a big-budget studio. They’re the unpolished, behind-the-scenes clips that give your audience a peek at the humans behind the brand.

Here’s why authenticity works:

Builds Trust: People want transparency. By showing up as you are, you’re giving your audience something real to connect with.
Shows Your Brand’s Personality: Whether it’s your sense of humour, passion for your product or values, authenticity is what sets your business apart.
Feels Relatable: Candid shots, day-to-day moments and bloopers make your brand human. Relatable beats perfect, every time.

Social media today isn’t about faking “perfection.”

It’s about showing the messy, wonderful reality behind the scenes. How can someone connect to your business if you’re not showing up to the conversation?

How to get over the fear of the camera (and just start)

Feeling camera shy? We get it. The idea of going live or recording your first reel can feel as scary as public speaking. But here are some helpful steps to hopefully give you the confidence and reassurance to make it easier:

1. Focus on your audience’s needs

Shift the mindset away from you and onto your audience. What do they need to hear from you? What problem are you helping them solve? When you focus on providing value, the little imperfections stop being a big deal.

2. Start small

You don’t have to go live on day one. Try something simple, like recording a short raw video talking about your product or showing a snippet of your process.

3. Practice, practice, practice

Record videos just for yourself at first. You’ll get more confident with time and once you see that the world won’t end because of a stutter or awkward pause, you’ll feel ready to hit the post.

4. Remember, it’s not about you

People care less about how you look and more about the message you’re delivering. If you’re camera shy, focus on what matters most to your audience and trust that they’ll connect with the value you bring.

It’s not about being perfect; it’s about being present.

Why DIY doesn’t always work (and what to do instead)

Now, if you’re mentally replaying failed attempts at handling social media yourself or if you’re swimming in overwhelm trying to do it all, here’s the thing — no one said you have to do this alone.

At SO WHAT SOCIAL, we specialise in partnering with ambitious brands to create streamlined, game-changing content strategies that not only build your confidence but also deliver ROI you can actually see.

Here’s what working with us can look like:

Strategic Clarity: We work with you to create a system that ties your social media efforts to measurable business goals. No fluff, just focused content.
Content Confidence: You’ll know exactly what to create and how to show up online in sustainable, authentic ways.
Proven Strategies: Systems that work and save you time, so you never feel like social media is eating into your day.

Instead of spending months figuring it out solo, you get a professional partner who aligns your content with your audience and your bottom line.

Because we know you didn’t start a business to spend half your day wondering if your caption is good enough.

Hit record and start growing

The future of your business isn’t hidden behind a perfectly-filtered post or a massive budget. It’s in showing up, being authentic and connecting with your audience where they are today.

Don’t wait for perfect. Perfect doesn’t exist.

And those “perfect-looking” businesses you’re keeping tabs on? They started exactly where you are now — with shaky hands, a smartphone camera and a sprinkle of courage.

If you’re ready to ditch the guesswork and finally feel confident about your content, Book a discovery call with us at SO WHAT SOCIAL. Together, we’ll give your brand the authentic yet strategic presence it deserves.

Your audience is waiting. Are you ready to show up for them?

What is a buyer journey and how to align your content strategy?

Dhominica Simbul — Tue, 04 Mar 2025 17:50:51 +0000

Gone are the days when potential customers would start their buying process by flipping through the Yellow Pages and walking into a physical store.

Fast forward to 2025 and the buyer’s journey has undergone a total transformation. Today’s buyers are digital-first. They Google, scroll Instagram, Facebook, read reviews, compare products (and prices), then maybe, just maybe — step into a physical store.

For businesses, this means that every step of the buyer’s decision-making process happens across multiple digital touchpoints. Whether that’s a TikTok product review or a LinkedIn article, buyers are in full control of how they research and engage with your brand.

And the best (or toughest) part? This process can last weeks, months or even years, depending on how involved the purchase is.

High-value or complex the buying decision: think buying a home, investing in software or switching service providers — require extended research, multiple touchpoints and often input from several stakeholders. That’s a lot of effort in making sure every “i” is dotted and every “t” is crossed to build confidence in the final choice.

For businesses, understanding this timeline is crucial. Especially for those striving to remain ahead of the curve as market leaders.

Whether you’re already investing in social and content production or preparing to take the leap, aligning with your audience’s decision-making process is the key to unlocking sustained growth and staying competitive in an evolving market.

By consistently providing value, answering questions and nurturing leads at every step, you stay relevant and trusted throughout the decision-making process. Remember, it’s a marathon, not a sprint — but the payoff is worth every step of the journey.

This, my friend, is why aligning your content strategy with the buyer’s journey is critical for businesses today. Fail to meet buyers where they are and you’ll lose out to a competitor who does.

However, when done right, it’s an absolute game-changer — one that propels your business ahead of the competition.

By the end of this article, you’ll not only understand the three key stages of the buyer’s journey, but you’ll also know exactly how to align your content strategy to close those crucial deals.

So what is the buyer’s journey?

The buyer’s journey is the process a potential customer goes through to discover, consider and ultimately decide whether or not to purchase your product or service. Think of it like a treasure hunt (but the “treasure” is trust in your brand).

Now, to put it simply, there are 3 key stages of the Buyer’s Journey:

1. Awareness Stage

This is when buyers have a problem—or a need—but might not know what solutions exist yet. They’re Googling things like “why does my back hurt” rather than “best ergonomic chairs.” They’re consuming high-level content such as blog posts, videos or social media posts that educate them about their issue.

2. Consideration Stage

Here, the buyer knows their problem and is actively researching possible solutions. For example, someone struggling with back pain might now search for “top ergonomic office chairs” and review product lists, comparison videos or social proof like testimonials or case studies.

3. Decision Stage

At this point, buyers are ready to make a purchase — but they’re weighing their options. For instance, “Should I buy that $500 ergonomic chair or go for the $200 one with decent reviews?”

This stage is all about reinforcing trust with your audience through offers, guarantees or direct communication with your team.

While these three stages provide a clear framework, it’s important to remember there are additional stages to the buyer’s journey, such as the purchase and retention stages. These encompass the moment of buying the product and the ongoing effort to keep your customers engaged and loyal beyond that one purchase. However, for the purpose of this explainer article, we’ve intentionally kept things concise to focus on the core stages.

Understanding your customer buyer journey is about recognising the questions your audience has at every stage of their decision-making process. From awareness to consideration and, finally, to decision, each stage requires tailored content that resonates and solves problems. Skipping this alignment is like leaving a map half-finished—your customers won’t know where to go next.

Picture this: a potential buyer lands on your business social media page. They’re intrigued but unsure. Do they feel understood? Guided? If your content isn’t aligned with their needs, chances are they’ll bounce — straight into the welcoming arms of your competitor.

Why aligning your content strategy with the buyer’s journey matters

Don’t waste energy creating content that doesn’t resonate with where your buyers are. Instead, a clear content strategy tailored to each stage of the buyer’s journey ensures every piece of content works toward meeting your potential customers’ needs while guiding them closer to your product or service. For a more in depth buyer journey

Not convinced? Here’s some data from Sprout Social to put things into perspective:

97% of buyers learn about brands via online channels.
75% of shoppers use social media to gather information before making a purchase decision.
And according to HubSpot, 47% of buyers view 3-5 pieces of content before even engaging with a sales rep.

If your content doesn’t show up at those key touchpoints, you’re essentially ghosting your customers when they need you most and no one wants to be ghosted.

How to align your content strategy with the buyer’s journey

Here’s the good news. You can meet your buyers at each stage with the right content, provided you know their needs. Here’s how you can do it like a pro.

Step 1: Map out your buyer journey

Every business is different. If your buyer’s decision-making process takes days rather than months, your content strategy should reflect that.

Start by breaking down your customer’s likely behaviour and preferred touchpoints (social media, Google search, direct referrals, etc.) at each stage.

At SO WHAT SOCIAL, we offer content audits and premium social analytics tools to help businesses define these key gaps and opportunities. This is where strategy meets data-backed decisions.

Step 2: Build awareness-stage content that educates

When buyers don’t even know they need you yet, informative, engaging content is your ticket.

Write blogs, short-form video content pushed to the masses via social channels or visual carousels that tell a story by answering their questions can be extremely impactful and influence potential prospects into that brings awareness to their problem, challenge or desire. Think keyword-rich topics like “Top 5 tips for a pain-free work setup” or “Common causes of back pain at work.”

Aligned keywords for awareness-stage content include “digital marketing New Zealand,” “social media agency Sydney” and “content marketing.” (If those sound familiar, it’s because they’re woven into this strategy right NOW ).

Step 3: Create consideration-stage content that differentiates YOU

Now’s the time to position yourself as an industry expert as someone who understands their frustrations and has potential solutions.

Examples:

Publish comparison blogs or videos such as “The Best Ergonomic Chairs for Small Home Offices.”
Share case studies or client testimonials to demonstrate credibility.
Use tools like lead magnets (PDF downloads or eBooks) to collect email addresses for deeper engagement.

Step 4: Create decision-stage offers and build trust

Here’s where you win the race by reducing objections and sealing the deal.

Content ideas at this stage include:

Free trials, consultations or demo offers. For example, book a 30-minute discovery call with SO WHAT SOCIAL to spot the gaps in your buyer’s content strategy.
Discount incentives or guarantees like “Try risk-free for 90 days!”
Personalised follow-ups via well-trained sales teams to establish rapport and solidify trust.

Your secret weapon to winning the content game

Here’s the thing — it’s a race out there. A race to get in front of potential customers first, answer their questions before they even ask them and ensure you’re top of mind when they’re ready to buy.

At SO WHAT SOCIAL, we work with brands like yours to uncover opportunities at every stage of the buyer’s journey. Through tailored audits, industry and market insights and competitor analysis, we build your roadmap to content that converts, inspires and stands out.

Want to learn more about how we can help? Book your free 30-minute discovery call today and start turning buyer touchpoints into revenue-generating moments.

Do you really need to be on every platform?

Cristel — Tue, 11 Feb 2025 21:13:15 +0000

Social media can feel like a hamster wheel. You’re constantly spinning, creating content for every platform, chasing trends, trying to keep up but for what?

Burnout? Disappointment? Lackluster results?

If this resonates with you, take a deep breath and listen up.

This might be the most honest and liberating marketing advice you’ll hear for 2025.

No, you do not need to be on every platform.

And, here’s why:

The idea of “being everywhere” sounds like a dream, right? The ultimate exposure!

BUT, it’s not practical and here’s the real kicker… it’s not even effective for most small businesses – especially if you’re just starting out.

Big platforms like Meta (parent company of Facebook, Instagram, Threads and WhatsApp) thrive on creator content.

They even offer performance or exclusivity bonuses to encourage this high-volume content generation.

For example, Meta’s “Breakthrough Bonus Program” has offered TikTok creators up to $300,000 to post exclusively on Instagram Reels. Impressive? Sure.

But are you Meta’s target creator, pumping out viral content full-time? Likely not.

Despite these massive incentive programs, sticking to every platform can exhaust your resources while returning little value: leads and sales.

Small businesses don’t need massive follower counts or to be “trending” to make sales.

What you really need is a focused strategy that aligns with your target audience and business goals.

The key question you should be asking:

Where is my audience spending their time the most?

The truth is, you don’t need to be dancing on TikTok and designing Instagram carousels and creating LinkedIn newsletters.

The only platform you really need is the one where your ideal customer hangs out.

That’s it.

If someone told you that you must be on TikTok, or you’re missing out if you’re not on every platform, it’s time to take a step back and question that advice.

Chances are, it’s coming from someone chasing content creation advice from Meta – not someone focused on your business goals.

You don’t need a massive following to generate results. What you do need is a focused strategy that aligns with your target audience’s digital buying behaviour.

Why less can be more

It all boils down to a few foundational questions:

What are your business goals?
Who is your ideal customer?
What does your sales funnel look like?
How much time, money and energy can you dedicate to social media?

For example, if your ideal customers are C-suite executives, TikTok might not be your top priority, but LinkedIn should be.

If you run a fashion boutique targeting Gen Z, you’ll get more ROI with Instagram and TikTok than on LinkedIn or Pinterest.

Instead of spreading yourself thin across 5+ platforms, invest your time and resources into 1-2 that truly matter where your ideal audience is engaging.

This targeted approach will allow your content to stand out and ultimately, drive more consistent results.

Not sure where to start?

Social media isn’t the goal – it’s the vehicle. The ROI comes when you know how to use it effectively.

It’s time to take back control of your time and stop spinning your wheels. If you’re unsure where to focus your efforts, SO WHAT SOCIAL is here to help. We specialise in comprehensive audits and social media strategies using world-class social media analytic tools designed to eliminate the guesswork and deliver results.

Get in touch with us today for a strategy session that will save you hours of wasted time and help bring your business closer to its goals.

No more burnout. No more ineffective strategies. Just smart, focused marketing that works.

Let’s make it happen.

Social listening: The goldmine of marketing results waiting to be tapped

Cristel — Mon, 21 Oct 2024 01:16:40 +0000

“Turn your ears on!”

As a chatty youth, this was something that my teachers used to say to me all the time.

AND, as a marketer, I strongly suspect that you and I are kindred spirits in this respect. Always the kid getting sprung for having a wee chat in the back of the classroom.

It’s not that we weren’t listening as such, we just had a million ideas going round in our brains, right?

But, when I graduated from my early years of school, I began to discover the wisdom in Mrs Grey’s words.

If I turned my ears on, I heard a lot.

So, I started listening.

I found out so much interesting stuff!

Beyond the playground talk of the latest scrunchie craze or who was dating who, I heard deeper things… useful things.

This conscious listening not only helped me form strong connections with people as I matured, but in a professional sense, it provided me with an absolute goldmine of valuable information that I could use as a marketer.

Today’s conscious listening happens on social media.

It’s called social listening.

And if you actually turn your ears on, you can hear a lot! So, listen up as this article is all about the wisdom behind my Grade 2 teacher’s wise words and how they can help you create marketing gold.

What Is Social Listening?

Social listening is monitoring the things that are said about your brand, products, services, competitors and industry in the online space. Now, that doesn’t mean putting a glass up to the door of all the Zoom meetings taking place worldwide! It means utilising social media and other digital tools to tune into the conversations happening around you.

In a simple sense, this monitoring can be done by tracking mentions of your brand, relevant keywords of competitors in the social sphere. In a more complicated sense, you can use specific tracking tools to gather every bit of available publicly accessible data that is relevant to your business.

By accumulating this data and the resulting insights, you can get a gauge of how people feel about your products and services, what problems they are experiencing and what they would like to see from your brand.

The best part is, you can use what you learn to not only make more informed marketing decisions, but also make better decisions about your overall business strategy and direction.

Why Use Social Listening In Business?

While it’s normally frowned upon to listen to other people’s conversations, this is one form of eavesdropping that is strongly encouraged! That’s because social listening is a powerful strategic weapon. Here’s why:

Brand Reach

Is your brand known in the digital space, is anyone actually talking about it? And even more importantly, what are they saying when they do mention you on social media?

Ideally, your marketing efforts should be reaching all the right people in all the right places and encouraging them to engage. Sure you can check your analytics for some of these stats. However, you can learn even more by tracking those conversations online and see where you are getting the most action.

We are aiming for a deafening roar of positive vibe conversations here! So, if your listening is producing nothing more than the sound of crickets and a few tumbleweeds rolling by, that tells you it’s time to tweak your marketing strategy.

Brand Feel

Being well known is one thing, but you can be known for ALL the wrong reasons. Social listening helps you gauge how positively your brand is performing in the digital space.

When you understand how people feel about your brand, you can create a better experience for them. People can be very vocal about any issues they have experienced when dealing with a business. Knowing if there are any issues with your products or services can help you develop solutions to prevent the same things from happening in the future.

You can also monitor how people’s feelings evolve and change over time. This helps you establish if any changes you make within your offerings are positively or negatively received and how you should position your solutions within your industry.

Analyse the Market

With your finger on the pulse, you can find an awful lot of useful information.

In the first instance, you can take a peek at what your competitors are doing – see their strategies, how they interact with your clients and customers and what the responses to their offerings are like. By comparing your strategies to theirs, you can identify potential gaps and opportunities in the market.

Cha-ching!

Secondly, you can keep an eye on industry conversations to see what trends are developing in your industry. By staying ahead of emerging trends, you can make sure you are evolving to always meet the changing demands of your customers.

Finally, you can use the information you gather to develop new products and services, or evolve your current ones, to ensure you are still meeting the needs of your ideal clients. This can really supercharge your offerings as the feedback will be based on the actual experience of your customers and whether you were able to meet or exceed their expectations.

Measure Your Effectiveness

As we’ve said many times before, social media marketing has evolved far beyond a throw-spaghetti-at-the-wall-and-see-what-sticks strategy. We all know that we need to be conscious in our marketing efforts, putting in research and strategising before posting.

But, what if after all that strategising, things have evolved and your posts end up missing the mark?

Panic not. Social media listening can prevent that from happening. If you are consistently tracking discussions and sentiment, you’ll get immediate feedback from your people. That allows you to adjust your strategy in real time and build an understanding of what your people are responding to.

By listening and responding, you’ll ensure your content always remains relevant and effective.

What Is An Example Of Social Listening?

How do you go about listening effectively? Well, the seemingly unlikely pairing of Bunnings Warehouse, What So Not, Kaila and Peking Duk recently teamed up for the ultimate example of effective social listening!

It all began when Sydney based DJ Kaila remixed the iconic Bunnings jingle with drum and bass. That soon progressed into him presenting a light hearted petition to hold a rave party at a Bunnings store. The idea quickly gained momentum on social media with electronic music acts Peking Duk and What So Not throwing their weight behind the petition.

What started as a laugh soon evolved into a viral TikTok campaign with millions of followers showing their support and wanting to attend a warehouse party at Bunnings. An absolute golden opportunity not to be missed, Bunning listened to the social media conversations and confirmed they would “give the people what they want” by playing host to a rave.

The end result… an epic carpark rave held at Bunnings Warehouse Preston attended by thousands! It combined all things iconic to the viral campaign – headlined by national music acts Kaila, Peking Duk, What So Not, Nay Nay and Lottie, all fuelled by a typical Bunnings Snagfest (sausages on the BBQ) and finished with a touch of Bunnings face painting and outstanding customer service.

The best part? Bunnings used the opportunity to support a worthy cause, raising $50,000 for Support Act, an Australian charity dedicated to creating a safe and thriving local music industry.

This event became the epitome of learning what the people want via social listening, then giving it to them in a truly iconic way. It had the desired effect for the businesses involved – raising money for a worthy cause while creating huge amounts of positive brand exposure for Bunnings and the associated artists.

How Do Brands Use Social Listening?

Don’t panic, your brand doesn’t have to go all in and host a carpark rave of your own! There are plenty of other ways you can utilise the power of social listening.

You just need to turn your ears on. Every business, whether it be large or small, should be listening to what their customers and prospects are saying about their products, services and brand as a whole. There is no better way to understand what you could be doing better and how you can improve your business strategies.

But, how do you activate those ears? Simply crossing your legs, sitting up straight and giving your Grade 2 teacher your full attention isn’t going to cut it these days!

You need something a little more technical. Of course, manually scrolling social media is an option, but it’s one that will be time consuming and distracting. The better option is to utilise purpose built social listening tools.

That way, you can access the information you need quickly and efficiently, complete with analytic data, multi-language options and deep insights to help you understand those conversations intimately.

This is certainly a tool you could implement yourself, but wouldn’t it be more effective to let an expert handle the whole process for you?

At SO WHAT SOCIAL we are the ultimate listeners, not in a creepy way or anything, but we have the ability to hear all the things you need to know.

Get in touch with us now to chat about how we can turn your ears on and create social media magic with the conversations that we hear.

Beat social media saturation and make sure your brand gets seen!

Cristel — Thu, 26 Sep 2024 03:36:10 +0000

Social media saturation is a thing across most industries.

There is so much content in the digital space that platforms are reaching saturation point. So, what should you do about it?

Have a tanty and throw your toys out of the cot?

Give up the game and retreat to the lost art of letter writing?

Keep plodding along in the same way you have in the hope that your content magically gets found in an overcrowded space?

Nope, you shouldn’t do any of that!

Rather, you should demand your audience stop their scroll by posting content that is so good that they won’t be able to help themselves.

Let’s explore how you can get your brand to stand out by delivering the kind of content that truly resonates with your audience.

Social media saturation, what is it?

Well, it’s a rising problem for any brand that regularly utilises social media as a way to achieve their marketing goals.

As we all know, social media has become a way of life and there are a LOT of people using it on the daily. In fact, there are currently over 5 billion people using social media, with the average person being active on at least 6 networks a month!

These stats are impressive as it means there are a lot of people out there to reach. But, on the flip side, there are just as many businesses trying to reach them. Some are posting as many as 10 times a day in their quest to get in front of their people.

That is a massive landslide of content constantly flooding every social platform. It’s creating a phenomenon known as social media saturation. The sheer volume of content being published makes it easy to get lost in the crowd. You may find your own content being buried under post after post from big brands.

What can you do about it?

While it sounds like a giant issue on the face of it and may make you feel like there is no point in even trying to break through the noise to reach your audience, you shouldn’t give up.

Instead, it’s about shifting your mindset from quantity to quality.

Merely producing content in the hope that it might resonate is no longer effective. There is now a need to create content that penetrates the noise and genuinely engages your ideal customer.

Gone are the days when you could simply throw spaghetti at the wall to see what sticks. You need to make conscious decisions about what you post and what kind of format you use.

So, how do you find out what kind of content is going to achieve great results?

First, you need to understand who your target audience is and what content format will resonate with them. Then you can tailor your content strategy to their preferences, behaviours and needs so that you can create more impactful and meaningful interactions.

Sounds kind of hard to work all that out, doesn’t it?

It doesn’t have to be! In fact, you can grab the SO WHAT SOCIAL – 5 Simple Steps to Social Success resource for free right now.

By following these simple steps, we’ll help you unlock social success by gaining the ultimate level of insight into who your ideal peeps are and what content you should put in front of them to create visibility, engagement, leads and even sales.

Download it here for free!

Once you understand the basics of how to connect and engage with your audience you can follow these tips to make your content even more effective:

Ditch the perfectionism and focus on originality

Authenticity is HUGE when it comes to creating engaging content. When your audience has something real and genuine to connect with, they can see who you truly are as a brand. That is gold for your engagement.

A perfect example of using engaging and authentic content to connect with your audience is the videos Jefferson Fisher posts to his Instagram account.

A has managed to acquire 5.5 million followers on the Gram solely by sharing communication tips recorded from the front seat of his car. No fancy camera or expensive gear, just clear cut messages that resonate with his audience.

Watch for AI

AI is a fantastic tool and can be a great starting point for your content. But, it is about as far from authentic as you can get right now.

So, if you are going to use AI, make sure you don’t simply copy and paste the text that ChatGPT spits out into your posts.

Instead, use it as a springboard to create some awesome content. People have a high suspicion of AI content, so you don’t want to fall prey to the negative AI vibe!

Instead, utilise the ideas that AI can generate and build on them with your own experience, lessons and advice – make the content your own voice before hitting publish.

Quality over quantity, always!

Didn’t post anything today? So what!

Forcing yourself to publish content simply because you feel you ‘should’ generally results in the share of a meaningless meme or a bit of a verbal ramble. Neither is going to benefit your business.

Audiences crave genuine content that is less promotional and more insightful, a peek behind the scenes or transparency about who you are and the problems you can solve for them. For this reason, it becomes much more about the quality of what you are posting than the quantity, you want your audience to hang on to your every post – that’s the ultimate goal!

A great example of the kind of content you want to return for again and again is the time-lapse videos from Tim the lawnmower man.

Tim built his online presence (and his business) by recording time-lapse before and after videos of the yards he transformed.

His content should come with a warning as it is highly satisfying and hugely addicting to watch!

The tactic really worked for him as he has garnered huge followings on YouTube, TikTok and Instagram – all followers who respect the quality of his work and would be interested in him creating the same transformations at their homes.

Tim is the quintessential example of a job well done. Why can’t my hubby show the same level of care

Customer-centric

Entertainment is 100% valuable to a social strategy. However, it’s important to remember that people primarily follow brands on social media to stay informed about their products and services, plus to learn about exclusive promotions.

They also want to feel seen, heard and supported while checking out what you have to say.

ShowPo is a company that has really nailed the balance of entertainment, information delivery and customer engagement. Their feed is full of behind the scenes footage that gives you a peek into who they are as a business.

From garment selections, trying on and editing clothing samples and their warehouse antics to virtual team meetings and pranking the boss, you need to strap in for the rib-tickling entertainment!

After all, who doesn’t love a good prank while inviting your audience along for the ride?

Power Up With Video

If content is king, then video is the Grand Poobah of all things digital! Easily the most engaging of content mediums, brands that utilise the power of video can make a big impact with their followers.

Take Hot Spring Spas NZ-AU for example. Recently, they launched their new FreshWater IQ technology. In support of this, SO WHAT SOCIAL commissioned an edutainment style video series to clue their audience in.

What is edutainment?

Well, it’s video content that is entertaining, but also shares an important message by educating their followers on this new technology and its benefits. Sounds like a lot for one little video to do right? Well, check out this cool example of an edutainment video to see how we did.

Time To Sort Your Socials?

Social media saturation is no joke and you might be feeling like your brand is falling victim to it currently. But all hope is not lost. You can make sure your content stands out from the crowd. It’s all about finding out what your audience wants to see and putting it in front of them.

And, you don’t have to guess what that might be. There ain’t no crystal ball gazing needed here!

Instead, all you have to do is grab our free resource which steps you through exactly how to define your target audience and how to create the kind of content they are hanging out to connect with. Grab the resource here.

Or, if you are pushed for time and would prefer the expertise of a proven social media strategy specialist, give our team at SO WHAT SOCIAL a holler! Practical social media strategies are our jam – the kind of strategies that are easy for your brand to manage, but create epic results by turning your followers into super engaged customers who are dying to work with you.

Book a time to chat with us now.

How to do a social media content analysis and get seen

Cristel — Wed, 31 Jul 2024 00:09:12 +0000

How can you really know if your social media strategy is working?

You might be getting likes and shares out the wazoo, but are those audience interactions really translating into results?

Basically, you want your social efforts to lead to something.

After all, you put enough time and effort into creating epic content to post on a regular basis. You want something out of it.

This aint no one-sided kinda relationship!

Of course, not everyone is aiming for the same objectives. The results will vary depending on the goals you have set. It could be all about making sales, creating leads, or simply generating brand exposure and gaining audience trust.

But, you won’t know if you are meeting those goals unless you conduct a social media content analysis.

So, how can you undertake this important task? Well, keep reading and we’ll give you all you need to know.

What Is a Social Media Content Analysis?

Sometimes navigating the beast that is social media can be daunting. It feels like you need to have a crystal ball or magic wand to achieve consistent results. When it comes to your content it can be feast or famine with some posts practically going viral and others falling flatter than grandma’s attempts at baking sponge cake in the microwave

A social media content analysis might just be your secret weapon for unlocking the power of your social platforms. So what is it?

Social media content analysis involves a deep dive into your brand’s current social media presence. Every aspect is examined and audited to identify areas for maximisation and improvement. Then, based on the findings, a sustainable and tailored content strategy is produced.

The whole idea is to gain a greater understanding of who your audience are, what kind of content they respond to and how you can use all that information to reach your business goals. Lucky for you, we’ve created a free guide to walk you through this process step-by-step in our 5 Simple Steps to Social Success.

Why Would You Want One?

We’ll put it really simply, a social media content analysis is super beneficial for anyone trying to make headway in the digital space. Whether you are a business owner, a social media manager or a marketing manager, you will find immense value in having an analysis conducted for your brand.

These are just some of the signs that now is the right time to invest in a content analysis:

You need ongoing optimisation of your content to align with your audience’s preferences and current industry trends
Current performance might be slow or you might not be seeing the results you’d like
Something isn’t quite working, but you can’t put your finger on what it is
You feel like you are missing the mark on connecting with your target audience
What your competitors are doing isn’t working for you
You can feel your market advantage slipping away and you aren’t sure how to get it back

Basically, if you have been investing significant time and energy into your socials and you aren’t seeing a good return, then you could benefit from some deep analysis.

Cutting Through The Noise

Often, it can be hard to determine what social media success actually looks like. Traditionally, people have looked at vanity metrics such as likes, shares, comments and views to assess how well their social content is performing. While these things are all a helpful indication of who is seeing your content and how they are interacting with it, they don’t tell the full story.

You need to ask, what do they actually mean for your brand and the buyer journey?

Alone, they don’t mean much. Which can make you feel kinda sad! But, don’t be reaching for the handkerchief just yet, you don’t need to cry those tears.

SO WHAT SOCIAL can craft a measurable framework that analyses your social media content, allowing professionals, business owners and marketing professionals to understand what resonates with their audiences. This in turn will help to form a tailored content strategy for better engagement, consistent growth and stronger conversions.

In short, the analysis will take all those metrics, dissect what they mean and generate an epic return on investment for your social media efforts.

The SO WHAT Difference

Sure, you could perform a basic social analysis yourself, but why would you when there’s an expert to do it for you? You’d have to have a lot of knowledge about how each social platform works and what it takes to create success on them to have a hope of analysing correctly.

Just like the old analogy says, you wouldn’t attempt open heart surgery without significant medical training! It’s just too dangerous.

Social media could be the beating heart of your business success. So, don’t risk slipping with the scalpel and accidentally making a mistake you might regret! Instead, shelve the sharps and leave it to us instead.

Here’s the gold our social media analysis can deliver:

Insights into your customer behaviours and how they compare to market trends so you can use them for future strategic planning.
An understanding of which content types generate the most interest and interaction from your audience so that you can create more of it for even better results.
A discovery of what your audience feels is valuable so that you can enhance their customer experience online and satisfaction = more sales!
Competitive analysis so you can benchmark your performance against your competitors.
An understanding of market dynamics and competitor performance so you can use your social content to increase market share and drive growth.

The end result?

You end up with a greater understanding of how you are currently operating in the social space and gain a strategy that details what you can maximise, what you need to tweak and what you need to produce to drive your socials forward to success.

Basically, we cut through the noise with a no-nonsense approach to content strategies. We craft plans that help you achieve the ultimate goal of resonating with your audience, yet make them sustainable for you to maintain.

Say goodbye to social burnout and hello to a strategy that feels good! Contact us today to get started.

Should my business hire a social media manager?

stacey — Tue, 23 Jul 2024 23:17:30 +0000

If you have ever tried to create social media content for your brand, we can almost guarantee you have wished there was a magical fairy out there to do it for you.

Are we right?

While magical Facebook and LinkedIn fairies are not lurking in the background of every successful brand strategy, there’s a really strong chance that a social media manager is.

And the results they can produce are every bit as magical as a fairy. Plus, they aren’t in danger of keeling over like Tinkerbell if people don’t clap loudly enough around them!

So, let’s take a peek at the answers to some key questions you might have about social media managers and whether hiring one is the right decision for your brand.

What Does A Social Media Manager Actually Do?

Great question! Let’s start at the beginning – this is often where many junior marketers kick off their careers, typically managing multiple social media accounts, either on behalf of an agency or by exploring the extensive realm independently. Alternatively, the responsibility for social media often lands in the lap of marketing roles by sheer necessity, as it’s integral to most businesses today.

Contrary to popular belief, social media managers do not spend their days scheduling pretty pictures on the Gram in between trips to Starbucks. And while many of us do enjoy a mocha—especially on the grid—a skilled social media manager knows that success involves more than just aesthetics.

It’s about deeply understanding your target audience and their buyer journey, then communicating the right message at the right time to achieve your desired business and marketing goals.

Sadly, this level of expertise isn’t usually taught in design schools or online masterclasses; it’s gained through real-world experience, years of industry engagement and a considerable amount of trial and error.

Social media has become a beast of its own and in recent years, requires a highly skilled marketer to execute it effectively without throwing your valuable time and hard earned cash down the drain.

Often, many businesses falter by underestimating the workload involved in effective social media management, leading to poor hiring choices or insufficient resources.

The truth is, social media management can be a giant blackhole. There we said it. It requires a robust framework of systems and processes for designing, messaging, dispatching, scheduling, community management, optimisation and importantly, analysing the results to make strategic adjustments that enhance business ROI for their investment.

Neglecting these essentials can severely impair a business’s ability to measure and improve their social media impact and growth.

But the difference between a good and skilled social media manager, is a skilled and experienced manager understands it’s not so much about the pretty pictures, but more so about the target audience, their buyer journey, the messaging and content to drive your business goals to achieve success – fortunately for you, we can help with just that.

Alright, we know that all sounds rather impressive, but what does it actually mean in practical terms?

Well, to put it simply:

5.17 billion users regularly frequent social media platforms.
Considering 56.1% of internet users purchase something online once a week, there is HUGE potential for your business to gain brand exposure and make sales.

A skilled social media manager, in more senior cases a social or content strategist, will help you weed through those billions and connect with the ones that are your ideal customers so that you can maximise the return on your content investment.

This approach allows them to map out a strategic plan that not only aligns with your business goals but also fits your budget—because the best content strategy, is one you can afford to execute effectively. Anything else is just hearsay.

Is It Worth It To Hire A Social Media Manager?

Depending on your current business requirements and goals, the answer to this question might be yes or it might be no. The reason we say this is because you don’t want to jump into a contract with someone before being ready!

If you are satisfied with your current social media strategy and just need someone to handle the design or lift the burden of scheduling across your platforms, then you may get by outsourcing to a Social Media Manager, or in some cases an experienced virtual assistant, a graphic designer who offers this service, or a copywriter.

However, if you are experiencing flat or declining engagement despite posting frequently and consistently, finding your efforts to be reactive without a clear, strategic plan to guide your content creation and posting schedules, or seeing poor ROI from social media, it may be time to call in the experts. SO WHAT SOCIAL, unlike other agencies, lives and breathes strategy. We’ll underpin your clear point of view, identify your ideal customer, and even understand their daily habits to provide you with a comprehensive blueprint for content creation across social media channels.

This option is ideal if you need a deeper understanding of your target audience and where they like to hang out on social media, along with advanced targeting techniques and the ability to create a consistent brand voice across all your chosen platforms.

At What Point Should I Get A Social Media Manager?

There’s no one-size-fits-all answer to this question. The simplest response might be “when your business is ready,” but how can you truly know when that time comes?

There are three main reasons why brands and businesses outsource their social media marketing:

To create a clear and consistent brand voice across multiple platforms that speaks to your target audience.
To do the heavy lifting of content creation, scheduling and posting to free up time for other more important business, rightly so..
To leverage, the often overlooked and yet vital aspect of social media management— aligning your content with and achieving specific business goals. Whether it’s increasing brand awareness, generating leads, or driving sales – social media is a powerful tool for business growth.

At SO WHAT SOCIAL, we excel in all areas. However, we place particular emphasis on the first point, which is often neglected in the industry due to its perceived complexity and the significant time investment required upfront to research and embed a sustainable social strategy in the first instance…

Our point of difference lies in our approach to socials. We don’t just take stabs in the dark – we apply the smart, killer instincts we’ve honed over years in this space, working alongside leading industry experts and household brands in New Zealand. We specialise in collaborating with businesses and brands to create custom social media strategies that go beyond cookie-cutter solutions to propel your brand forward.

Once this all important foundation is laid, then the heavy lifting becomes like a finely oiled machine. Not all social media managers offer this depth of strategy, so when you’re considering outsourcing, choose a social media manager who will provide you with a clear, measurable strategy aligned with your business goals. Opt for someone who offers an efficient process that won’t lead to burnout.

After all, you probably didn’t start your business to spend every day dancing and lip-syncing on TikTok – unless that’s your passion, in which case, you might consider running for the hills!

How Much Does It Cost To Hire Someone To Run My Social Media?

Like the saying goes, you pay for what you get. And if you only want to pay peanuts… well, you know the rest!

When you hire someone with years of experience who prioritises upskilling, and has proven success in their field, you can expect to invest more. But, this investment will often translate into a high quality of content, more effective strategies and better overall results for your business.

That’s not to say that choosing a less experienced or freelance social media manager is a bad thing. They can often offer you lower rates, but they may not be able to provide the same level of expertise or strategic insight to propel your brand forward.

Keep these things in mind when assessing who might be the right fit for your business. Think about your long term goals and the value that each potential option might bring to your brand. This will help make your investment decision more straightforward.

Is It Worth Paying For A Social Media Manager?

The answer to this question will depend on the season of your business. You might be considering whether employing someone is the best option or whether an agency can give you what you need. Like any decision, there are going to be benefits and drawbacks for each option.

Hiring a full-time social media manager might sound great as they can provide dedicated support and can become deeply integrated with your company and brand.

However, the drawback is that they may come with a high salary cost and the overheads associated with having a permanent employee. Plus, shock horror, what if they turn out to be the wrong fit for your business and you are stuck paying them!?

Alternatively, you could partner with a boutique agency like SO WHAT SOCIAL which offers all the dedicated support and integration with your business, along with specialised expertise and proven strategies to hit the ground running.

Unlike other brand or design agencies that often include social media management as part of a cookie-cutter solution, or saddle interns or juniors with the job of handling your content, we ensure your brand stands out in a sea of sameness.

SO WHAT SOCIAL has a network of trusted professionals with specialised skills, access to advanced tools and the ability to scale our efforts up or down depending on your business goals – this looks very different for each business. This approach can be more cost-effective and efficient, especially for businesses that require high-quality social media management without the commitment of a full-time hire and a better ROI for their investment.

Is It Time For A Social Media Manager?

Have we convinced you? Is it time to get serious about your socials? If you’re finding yourself spending a huge amount of time producing content yet, growth or sales are stagnant, or if you simply have no time to invest given the colossal size social media has grown to over the years, we absolutely get it. The overwhelm is real, the competition is fierce and the stakes are too high to get it wrong.

It might be time to request a chat.

Just like a magical fairy, we can devise a comprehensive strategy to get your brand where it needs to be and you don’t even have to clap your hands once! Drop us a line today and we can get started.

Why are top brands going all-in on gamification and sticky content on social media?

admin_ — Thu, 06 Jun 2024 00:03:02 +0000

Could this be the secret sauce to set your social engagement? (Buckle up and let’s take a closer look )

First off, you might be asking, what the heck is sticky content?

Picture this: you’re scrolling through your feed and BAM! You hit a digital magnet. This content isn’t just catchy – it’s the online equivalent of super glue.

It delivers that quick thrill and buzz, keeping you hooked, wanting more…

Take “The Price Is Right” for example. What does this iconic game show and sticky content have in common? They bank on surprise and a massive entertainment factor to keep eyes glued to the screen and invested.

So, let’s talk about the brands we’ve seen recently who create this magnetic pull, spark the interest of new followers and create excitement and hype with their loyal fanbase.

And it’s working wonders!

So who is doing it?

FAYT THE LABEL: Spin to Win Mother’s Day Campaign

Fayt is a high energy Australian clothing brand specialising in women’s fashion, swim and activewear. Recently, they tempted their audience to engage on social media via a Mother’s Day Giveaway Campaign. It was a big success garnering heaps of entries and brand awareness.

View this post on Instagram

A post shared by Fayt – Australian Womens Fashion Brand (@faytlabel)

Their Mother’s Day giveaway wasn’t just generous, it was genius. They rewarded five lucky winners while amplifying their brand buzz, growing their Facebook group and expanding their social media footprint. The element of surprise? Masterfully executed. (Oh hey… Britney!)

THE SCOPE: Nominate someone from their exclusive Fayte community to go in the draw to win a prize for Mother’s Day by tagging them on a specific Facebook post. They used multiple mediums to encourage this, such as text, image and video posts, along with reels, across their social media channels.

Here’s why it was such a hit:

The content maintained the usual high energy tempo their audience is used to which meant they stayed on brand and encouraged maximum return.
Their reach was increased by encouraging tagging, so the post reached more people.
The giveaway was on brand as the potential prizes were their own products, along with complementary brands they know their target audience also loves.
They maintained that all important element of surprise in a couple of ways. The first was announcing the winners at the end of the giveaway. Secondly, they added more suspense by using a spinning wheel to decide what each winner’s prize would be. Double surprises in one go!

Fayt managed to nail “The Price Is Right” feel with their enticing prize draw and creative method for prize winning. Their audience loved it, meaning the brand reaped the rewards of increased followers, raving fans complimenting their products and the feel-good factor of giving prizes away for Mother’s Day.

An all-round success!

Next up we have…

HINE COLLECTION: Golden Ticket Giveaway Campaign

Hine is a proudly wahine-owned and operated activewear brand that stocks a huge range of body positive sizes and ships from lil ole NZ to the world. High energy and known for embracing indigenous Maori culture, they make clothing for real women.

They slipped Golden Tickets worth $100 into random shopping bags during a sale. What did they win? Massive brand exposure, but also a boost in customer loyalty and the incentive to return and buy. Surprise + engagement was the game, and they played it well. Also, I love the team involvement in the video content.

View this post on Instagram

A post shared by HINE (@hinecollection)

BREEZE BALM: What’s in the Box Campaign

Breeze Balm is a legendary lip and skincare brand that has been operating since 1950. A globally loved, Australian owned brand that is all about embracing the principles of clean, effective solutions that really work.

They shook things up with mystery beauty boxes. Priced attractively, these boxes were packed with value and backed by a sharp social strategy that included engaging reels. Result? A complete sell-out of their limited edition boxes. Whoa!

View this post on Instagram

A post shared by BREEZE BALM®| Lip & Skincare (@breeze.balm)

Why are these types of campaigns so successful and what are the real social and brand benefits, I hear you ask?

Well beyond offering up free prizes and entertainment – what benefits could your business enjoy if you adopted this strategy?

If you lean into The Price Is Right strategy, these are just some of the benefits:

The three marketing campaigns I just mentioned tick all the boxes by mimicking “The Price Is Right” in five key, yet extremely simple ways:

Instant gratification – immediate value and rewards keep the excitement alive, meaning your viewers are engaged, but you also boost sales.
Audience engagement – it’s about sparking real interactions in your comments section that lead to cheers, shares and likes. This not only fuels further engagement but also enhances crowd (aka audience) participation. Cha-ching!
Relatability and retention – (ah hello, giving your existing customer a reason to keep coming back for more!) just like the relatable contestants and desirable prizes on the show, social campaigns use real people and real reactions.
Creating memorable moments – just as the game show is known for its standout moments, social content needs to hook viewers in, sparking their curiosity and desire to stay engaged and stick around.

So is it time to get sticky? COME ON DOWN…

Sticky content shares more with “The Price Is Right” than meets the eye. Both leverage surprise, engagement and memorable storytelling to captivate audiences.

Ready to create sticky content that captivates your audience? Reach out to SO WHAT SOCIAL and let us help you craft your next successful marketing campaign.

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