Social media: what to post and how

Despite the need to diversify, this year it will be essential to start with a specific digital strategy that serves to consolidate the communication objectives of each company.

(Expansión) - Digital life is changing rapidly. Today, social platforms are the places where people interact, buy, search for information and complain about brands. As a result, companies, people or institutions have been forced to increase their participation in the various social networks because their key markets are segmented in each one of them.

Despite the need to diversify, in 2023 it will be essential to start with a specific digital strategy that serves to consolidate the communication objectives of each company. Community managers will have to work closely with marketing directors to understand brands and their products, in order to post content on social media strategically.

The first commandment: don't post for the sake of posting. The second, don't send the same message on all social networks, because not all of them work to express the same messages, nor do they have the same level of effectiveness for all brands, services and products.

According to the Social Media Trends 2023 study conducted by Hootsuite, it will no longer be worth publishing content everywhere or having accounts on all social networks, if the objective and purpose of each network, as well as the posts made on it, are not properly considered. The way of having a presence on social networks has changed, because the target audience and the topics of persuasion have been evolving.

At first, about 10 years ago, text and links were the trend, then a few years later it was photos, and now fast-moving videos are the most sought after.

Facebook, YouTube, WhatsApp, WeChat and TikTok are the most used social networks in the world. 50% of Facebook users also use TikTok, 77% of them also use Instagram and WhatsApp, which explains the importance of establishing and disseminating different content on the platforms.

This has caused companies to change the way they communicate on social platforms: Now everything must be more visual, real and uncomplicated. At the same time, it will be essential for them to understand the importance of establishing quick contact through messages on Twitter, Facebook Messenger, Instagram or WhatsApp, when it comes to addressing queries or complaints.

30% of marketers worldwide say they use the same content for all their brands’ social profiles, according to the Social Media Trends 2023 report . Additionally, 18% of social media experts created new posts from scratch for each social network, which generated more likes and engagement.

The above shows that if we give more priority to the creation of content, we will generate a more real and loyal digital community, which in the long run could become a potential client of our services or products.

The power to change and post better content is in our hands. Let's make sure that in 2023 our followers and customers have a better experience when they talk to our brands through social media. It's in everyone's interest.