Social media gimmicks won’t save your social strategy

In recent years, it feels as if organic social reach is on the decline. While there’s some debate as to what’s directly causing this phenomenon (Algorithms! Too many networks! More paid social!), social marketers can all agree it’s one challenge that calls for some creative problem solving.

Some brands are choosing to take a direct approach, asking for follows and Likes in exchange for something else. The Sacramento Kings, for example, have turned this tactic into a regular Friday ritual where fans can get a follow back from their favorite team only after they Retweet and Like a Tweet.

https://twitter.com/SacramentoKings/status/1365436488423333892

But asking for follows can attract people who aren’t actually interested in your brand and requesting Likes or Retweets can artificially inflate your engagement metrics. While these ideas can generate quick wins for marketers and help push goals over the finish line, these social media gimmicks ought to be used sparingly—if at all.

Hear me out…

Relying on short wins and social media tricks makes it harder for your brand to build long-lasting communities and create meaningful engagement with your real fans.

Brands sometimes employ social stunts, like offering a sneak peek or some kind of reward, in exchanging for increasing their follower count. For example, a brand might share a teaser of an upcoming show or host a giveaway if they reach a certain follower milestone. While this may help brands quickly grow their audience, it’s also likely that some of their new followers were only interested in the giveaway and will unfollow that brand once the contest is over.

Another social ploy brands occasionally use to increase awareness and engagement is shock value—a potentially risky move because of the backlash it can inspire. Publishing a controversial statement is bound to attract a lot of attention but erodes the trust you’ve already established with your existing followers. Factor in the fact that social algorithms tend to prioritize content that sparks conversation and (occasionally) controversy, and you may find your brand suddenly in hot water.

Honestly, im tired of brands thinking that using social media shock value is a great way to send a message

— 𝘬𝘪𝘭𝘭𝘪 (@Killimaze) March 8, 2021