Whether you like it or not, social media fatigue is a fact.
A recent study from the Pew Internet Research Project showed that 61% of respondents at least once took a voluntary multi-week break from Facebook.
What does this mean for your social media strategy? If you think expanding your reach to yet another social network is a solution, you’re not alone. Plenty of businesses set up accounts on fresh networks like Vine, Instagram or Snapchat to reach and engage new audiences.
But does this approach to social media benefit them on the long run? Hardly.
If you’re using social media platforms to promote your business and stay connected with customers, here are six tips to help you cope with social media fatigue.
Go Slow on New Platforms
Just because another social network becomes a hit, it doesn’t mean you should instantly add it to your social media strategy. Sure, it sounds awesome to be a trailblazer on a platform, but think about how many new networks survive.
Create brand profiles on networks which show promise and engage your target audience. Avoid putting all your eggs into one basket – spread your presence uniformly, monitoring which platforms bring you the best ROI.
Watch what others are doing and if the new network supports your objectives, slowly integrate it into your strategy.
Refine Your Content Strategy
There is a surplus of social media content. When promoting your business on several different platforms, you risk spreading your social media strategy thin and gaining nothing in return. Focus on quality, not quantity.
Use analytics to discover which platforms bring you most traffic and conversion. Refocus your strategy on these networks and create content which resonates with these particular audiences. To further promote your content, find alternatives to social media.
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Don’t Do Something Just Because Others Are
Just because your competitors have profiles on many social networks or their content production seems to know no bounds, it doesn’t mean you should follow in their footsteps. Not every social media platform is for every type of business. In fact, some businesses thrive without any kind of social profiles.
Assess your social media strategy to check what kind of benefits it brings you. If you’re successfully reaching your target audience, carry on – if you think there are better ways to engage consumers, feel free to try different approaches (for instance, SMS marketing).
Automate Wisely
Many businesses invest way too much time in social media. In the context of social media fatigue, this is a huge risk. To avoid making this mistake, develop different systems for posting content and streamlining interactions with your audience.
A 100% automated social activity won’t work to your favor, but using tools like HootSuite in moderation is a great method for saving time and investing it in other marketing areas begging for your attention.
If you’re still suffering under the amount of work, consider outsourcing this marketing area to a specialized agency or hire a social media manager to take good care of your audience.
Get Real in Your Marketing
Bind your social media marketing to reality with events like samples sales. This is an excellent way to connect with consumers suffering from social media fatigue. Plus, talking to them during those events forges a much more meaningful connection than any social media platform.
Disconnect
That’s right, don’t be afraid to unplug for a moment. Even if it seems that everyone is online 24/7, taking a break from the social world from time to time is very healthy.
This isn’t to say that you should abandon your profiles.
Take a short break, and you’ll return to social media with a fresh mind and energy to channel in your communications. This is especially important if you’re feeling burnt out – you can reassess your social media strategy and fine-tune your business goals to match the real potential of social networks for your niche.
You don’t need to bombard your customers with new content every day. Optimize timing, focus on producing value, and use these tips to bring back consumers who are suffering from social media fatigue.
