What Social Medias On-Going Downfall Means For Retail Brands
The decline of popular social media platforms, such as Facebook and Twitter, has presented a challenge to the retail industry. If social media isn’t securing the same user engagement as before, how can retail brands operate most effectively?
Decreased Reach Across Networks
The biggest issue concerning the decline of social media is the decline in reach. With fewer people using the platforms, paid advertising, influencer campaigns and organic posts simply don’t get the same level of visibility they used to. This can be especially challenging for new brands who have yet to establish an organic following on the platforms, as the reach of organic posts decline even more.
Decreased User Engagement Over Time
User engagement has also drastically declined over time, leading to fewer interactions with posts and ads. This makes it even more important for brands to ensure that their content is accurately targeting the right audience. Brands must also create content that encourages users to take action, interact and ultimately, become paying customers.
How To Adapt
In order for retail brands to make the most of social media, it’s important to understand when and where to focus their efforts. Here are some key tips on adapting to the declining of social media reach and engagement:
- Focus on the right platform: It’s important to identify where your target audience spends the most time and focus your efforts on those specific platforms.
- Invest in long-term user relationships: Focus on building long-term relationships with users through content around topics they are passionate about.
- Use Alternative Platforms: Utilize alternative platforms such as Instagram Stories, livestreaming and even micro-blogging sites, such as Tumblr and Ello.
- Grow Your Email List: Capture more leads with emails and nurture the relationship with them.
Retail brands must act quickly to adapt to the changing landscape of social media, in order to remain competitive and profitable. By implementing the tips outlined in this article, retail brands should be able to make the best of the current state of social media.