Many businesses and brands don’t post content to social media with the fear that they will not get any likes which will in turn make them look bad. After all, if you’re posting something you’re proud of and nobody likes it, this has to seem like a bad mark on your product, right?
So, many smaller businesses that fear they cannot create content that people will like, end up refraining from posting any content at all, leaving their social media profiles empty and/or not updated regularly.
Well that’s not necessarily the case.
The previously held notion that social media is all about likes and followers doesn’t apply to every business. Sure, if you want to be an ‘influencer’ then it’s important to have a lot of followers who like your content so you can content getting free stuff from brands.
But for the majority of businesses using social media, it’s not about chasing likes.
Social media provides users with a window into your business; an insight into your philosophy, your products, your workplace, your staff outside of the store-front image.
If your business is heavily focused on renewable, eco-sourced and recycling friendly products then this narrative can be told through social media with posts about what you do, how you do it and why you do it. You shouldn’t expect people to immediately LIKE YOU as a company, or your products because of this, but you are making it known how you operate and to those who value this socially conscious approach, if they see this they may be inclined to visit/buy from you.
Without talking about this, potential customers may never know.
By posting regular content on social media, you can naturally grow your business presence and build that audience organically. Those who see what you do and like it, will follow you. They will appreciate your brand and efforts.
Your website or store-front is where customers can purchase your product. Your social media should communicate who you are and what you do visually on a regular basis from day to day. It gives users an insight into your business during their daily social media routines.
Let's look at a coffee shop as an example.
We know they sell coffee. So it's not about advertising "we sell coffee" every day on social media. BUT, what if this particular coffee shop closes their cafe at 5pm BUT is still open until 10pm serving coffee to takeaway? That is worth mentioning on social media because not every coffee shop does this AND, this will be very useful info to people who want a good coffee after hours. Perhaps while the kids are at football practice, after school class, scouts etc... This is a NICHE.