Social Media Is Mobile: Has Your Marketing Strategy Adapted Adequately?
Did you know that 80% of all time on social media is spent on mobile? Given our on-the-go tendencies as a society these days, and, let’s face it, the addiction many people have to their phones, this number shouldn’t come as a complete shock.
What is shocking, however, is that many marketers are not properly adapting their social strategy to meet these trends and ensure their social media marketing is mobile optimized. If this isn’t on your or your clients’ radars, you risk losing followers.
If a person visits your social sites on mobile devices and they’re not properly optimized, you also risk losing trust and credibility with your audience, both of which are huge components to get your audience through the customer journey.
To ensure you’re sending your clients the right recommendations, and applying them to your own business, below are a few helpful tips to make sure you’re headed in the right direction.
The importance of visuals
The way you format and style your posts is extremely important in the social media mobile world. You must embrace mobile formatting for both organic and paid posts on social platforms. Here are a few best practices.
Focus on the style of your content
Given your audience’s attention spans, as they scroll through their newsfeeds, it’s important to keep your posts short so that it’s easy for them to consume quickly.
Make sure your message is straightforward and gets to the point quickly. Your audience won’t have time to try to decode an unclear message, nor will they care to.
Also, whatever message you put out there, make sure it shows your brand’s personality. This will help to establish an emotional connection with your audience.
Don’t ignore formatting
Images and videos work really well in social media, provided users view them the way they are meant to be seen. Formatting is huge when it comes to these platforms.
Just because your content looks great on a desktop does not mean it will translate over to mobile. I often see this happen with cover photos when the dimensions don’t align perfectly.
Keep in mind, each platform has different size requirements, so you want to make sure images, text, and videos look good across the board (for example, if you want your visuals to show up right on Facebook, make sure they are formatted vertically). This guide from Buffer can be super helpful to refer to for image sizes, or you can visit each of the platforms for the requirements.
A shift to Stories
Recently, social media platforms have started to put a strong emphasis on Stories. Snapchat started this trend and you can now find it on other platforms like Instagram and Facebook.
Because of their storytelling capabilities (hence the name), this feature seems to really resonate with audiences.
Mobile audiences truly engage with this format, so keep this in mind as you build out your campaigns.
Who doesn’t love a good video on social media? They’re super engaging!
If you’re not already using video as part of your content marketing strategy, it’s time to invest in it. As it becomes harder and harder to stand out through all the noise your audience experiences every day, video is still proving to be one way to do that (provided your strategic with it).
While this type of content is easy to digest, you should still keep best practices in mind to ensure you’re getting the most out of it. This is especially important for your mobile audience.
Keep the videos short
Videos are helpful in getting your audience’s attention, but our attention spans seem to be getting shorter as the years go on. To make sure your audience consumes the entire message you’re trying to convey with the video, keep them short, but focused.
Be mindful to include the most important information of the video at the beginning, just in case people don’t make it all the way to the end.
Add subtitles to your videos
Have you ever been in a public place and a video pops up that you really want to watch but given your environment, it’s not appropriate for the sound to be on? To ensure you don’t risk losing viewers, include subtitles on your videos that will be played when the audio isn’t on. If you don’t do this, people won’t be able to watch the video on the spot and may forget to come back to it later on. It creates a huge unnecessary barrier between you and your audience.
Want an extra nudge to ensure you start doing this? 85% of all video on Facebook are watched without sound. Needless to say, it’s important that you don’t miss out on this opportunity.
- Show your personality
- Include a clear call to action
- Make the target audience of the video obvious
- Keep it professional
Paid social campaigns
Paid social is a great tool to use for your mobile audience.
Using advertising is a great complement to your organic efforts, especially since the type of ads on social sites can be incredibly engaging, authentic and targeted.
You actually have the ability to reach a specific audience at the right place and time. The amount of detail you can set for your targeting parameters is almost unparalleled, which allows you to really hone in on the audience your trying to reach and give them as specific a message as possible.
When it comes to mobile advertising on social platforms, keep in mind, your audience likely doesn’t want to leave the platform they’re currently on. Aim to keep them on the platform while also moving them through the customer journey (in Facebook, for example, you can set this up in your advertising settings).
There are a lot of opportunities for marketers to advertise to the mobile audience on these platforms. If it’s not currently a part of your strategy, dive into it and find a platform that will work for you.
Additional tips for being successful with social media on mobile devices
Know your audience
I should have probably put this at the beginning of the post. There isn’t a single marketing tactic in the world that will be effective unless you know your audience, and I mean really have a deep understanding of who they are. The more you can understand their pain points and needs, the easier it will be to put an effective strategy together to reach them.
Test and modify
Don’t be afraid to experiment with both your organic and paid social posts. You may not get it right on the first go, and that’s OK. That’s what analytics are there for. Pay attention to the numbers as they relate to your goals and continue to test and optimize until you find what works best for you.
Choose the right platform for your audience
A common misconception companies have is that they feel like they need to be on every single social platform just in case their audience visits there. This is not true, and in fact, it’s quite the waste of resources. If you know your audience like you should, you’ll know the platforms they hang out on the most, and that’s where your presence needs to be.
Choose a handful of platforms that make sense for your business, and put all your attention on those, rather than spreading that attention out across unnecessary avenues.
Send users to mobile-optimized landing pages
This is a common mistake I see and one that can easily be avoided. You may have an awesome mobile campaign running but if the URL drives to the desktop version of a page on your site, this can make it difficult for the user to read and follow.
Don’t create a successful social marketing campaign only to have it fail once a person follows your CTA. It makes you look unprofessional.
It is imperative that you’re sending users to a landing page on your site that is mobile optimized.
Optimizing your social media marketing for mobile cannot be an afterthought. To ensure you’re not falling short for you and your clients, start educating yourself on the numerous opportunities there are for social media marketing on mobile devices. You won’t regret it.
Are you focusing on a mobile audience for your social campaigns? If so, what tactics have you found success with?
Need more mobile marketing tips? Check out our entire Guide to Mobile Marketing.