In 2024, social media marketing in Canada has become indispensable for businesses aiming to establish a solid online presence. One of the critical elements of a successful social media strategy is engagement. High engagement helps you connect with your audience, boosts brand awareness, and drives conversions.
In this blog, we'll delve into the significance of social media marketing and the importance of engagement, and outline four proven strategies to enhance your social media engagement (check out part 2 here).
What is a Social Media Marketing Strategy?
Before we get into the recommendations, it's important to understand what social media strategies are and why they play an essential role in your online presence. Social media marketing strategies are a comprehensive plan that outlines how a business will use social media platforms to achieve its marketing and communication objectives.
In the world of social media marketing, a strategy serves as the compass that leads your efforts in the right direction. It encapsulates all your intentions and aspirations for your social media presence, offering a clear roadmap to track your progress.
Precision is the key to a successful strategy. The more detailed and specific your plan and guidelines are, the more significant the impact it will generate. The same applies to tracking: use clear and specific metrics that are easily measurable and traceable in time, and, most importantly, set attainable and realistic goals for where your brand is right now.
If you need help getting started on your social media marketing strategy, reach out to a reputable social media marketing agency in Toronto. For more information, book an appointment with one of our digital marketing experts here.
Why Your Business Needs a Social Media Marketing Strategy
As we enter 2024, the importance of a solid social media strategy cannot be overstated. With most people spending significant time on social media platforms, businesses can afford to take advantage of this massive audience. Social media trends are shifting, and companies must adapt to stay relevant.
Well-crafted social media marketing strategies can help you harness the power of social media to reach your target audience effectively and achieve your business objectives. Now, let's break down eight tips to ace creating a social media strategy to boost your engagement.
1. Understand Your Target Audience
Understanding your target audience is the foundation of a successful social media marketing strategy in Canada. Instead of creating content for multiple platforms or recycling and resharing the same content on all your channels, pick the platforms where your audience is most active to reach them and achieve the social media engagement you want.
Conduct thorough audience research, analyze demographics, and utilize social media analytics to gather insights to craft content tailored to your audience's interests and preferences. This will result in higher social media engagement rates and better brand resonance.
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2. Choose the Right Platform For Your Social Media Strategy
Each social media platform has unique strengths and audience demographics. Start small and focus your resources on one or two platforms initially. Once you've mastered your strategy on these platforms and are satisfied with the social media engagement rates you are getting there, you can explore new social media realms.
Here is some information on the most popular social media platforms so you can start thinking about which one would be the best fit to accomplish your company goals:
Facebook is an ideal platform for building and sharing information from your business and your product or service catalogue while engaging with a broad audience.
According to Statista, as of 2023, 54.1% of Facebook users in Canada are women, and 45.9% are men. As for their age, most Facebook users are between 25 and 34, followed by users aged 35 to 44.
On this app, informative posts, live streams, and interactive content will perform best, as well as meme content, so your business can be exposed to a more extensive network, mimicking the word-of-mouth tactic. You can also set up product and service catalogues and chats for your customers to purchase or inquire about them directly.
Instagram is all about visual appeal. Leverage captivating images and short videos to showcase your products or services and, most importantly, to build a community of people who care about your brand beyond just selling to them. Utilize Stories and Reels for dynamic and interactive content.
People go on Instagram to feel welcomed, and your social media strategy needs to be that space where they can feel that they fit in.
Instagram is about the “aesthetic,” and its audience gets it. According to Napoleon Cat, most IG users in Canada were women at 54.3%. “People aged 25 to 34 were the largest user group. The highest difference between men and women occurs within people aged 45 to 54, where women lead by 916 to 100.”
TikTok
TikTok's short-form videos have taken the world by storm. We weren’t discussing viral content until the pandemic hit and forced people to start dancing and showing life hacks in their washrooms or sitting in their living rooms and talking to an audience worldwide as if it were a TED talk. Only it was just in front of their phone.
This platform allows you to create entertaining and informative videos that resonate with your target audience. Made In Canada stated, "43% of Canadian TikTok users are 18-29 years old, and 33% are 30-39. While 60% of Canadian TikTok users are female, the rest are men.”
Considering these surveys are only performed on people 18 or older, if your products or services target millennials, Gen Z, and younger users or purchase drivers, this app might be where you can connect with them. Engaging with trends and challenges on this channel is the best way to humanize your brand if you are looking to make your audience closer to you.
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LinkedIn is a professional network ideal for B2B businesses and corporate consumers.
On this platform, you should share industry insights, thought leadership content, and connect with professionals in your niche. You’ll see longer captions than in any other medium, and designed assets in PDF formats.
As of May 2023, there were 22,100,000 LinkedIn users in Canada, which accounted for 56.9% of its entire population. People aged 25 to 34 were the largest user group, followed by the 35 to 54 age group, according to Napoleon Cat.
Meanwhile, Hootsuite states, "57.2% of LinkedIn users identify as men, with 42.8% identifying as women.” You’ll find other groups of interest such as level of education: university degree, postgraduate, MBA, Ph.D., all interested in following brands that share content that will enrich their professional life or add value to their businesses.
Pinterest is a visual discovery platform; people find inspiration, guidance or information on multiple topics through images, mood boards, infographics, guides, visual examples, and more. This app is attractive for businesses looking to showcase their products and their uses or special features, DIY ideas, and lifestyle content. By crafting and posting visually appealing pins, users will be drawn to pin your ideas and most likely will end up landing on your website to learn more about you.
Statista says the number of Pinterest users is expected to grow past 4 million people in Canada by 2025. Made In Canada tells us women constitute around 70% of Canadian Pinterest users.
People aged 18-24 are the most likely to be active on this platform. These users create their boards with pins of interest, saving them and separating them into categories aligned with their creative ideas or shopping habits and other motivators such as learning and self-improvement.
3. Create Compelling Visual Content
Incorporate eye-catching social media graphics and video marketing into your posts to drive people's attention to your message, and tailor these visual assets to each platform's best practices, sizing, and types of content.
That funny, trendy video you created for your TikTok account might not perform as well if you post it on LinkedIn. A static image or design with a very long caption with insights and corporate language will make your LinkedIn audience repost their thoughts and ignite conversations around interesting topics; when on Instagram, people will most likely scroll past it.
Visual content can take various forms, as discussed below:
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Eye-catching Social Media Graphics
Designing visually appealing graphics is essential for effectively conveying your message to your audience. Vibrant colours are crucial in capturing viewers' attention and evoking emotions. When selecting colours for your social media graphics, consider the psychology of colour to ensure your message aligns with the intended emotions. For example, warm colours like red and orange can convey excitement and passion, while cool colours like blue and green evoke calmness and trust.
Typography is another powerful element in graphic design that can significantly impact your message's effectiveness. The choice of fonts, font sizes, and text formatting can enhance readability and convey the tone of your content. Selecting fonts that align with your brand and message is crucial. Bold and eye-catching typography can grab the viewer's attention, while elegant and refined fonts can communicate professionalism and sophistication.
Compelling imagery is the final piece of the puzzle when designing social media graphics that effectively convey your message. High-quality and relevant visuals can help illustrate your point and engage your audience on a deeper level. Whether it's photographs, illustrations, or icons, make sure your imagery complements your message and adds value to your design.
Source: Shutterstock
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Engaging Videos
In the fast-paced world of social media, video marketing has emerged as a dominant and highly effective format for engaging with audiences. Creating short yet engaging videos is now a must for any business or content creator looking to capture the attention of their followers. These videos can serve various purposes, from entertainment to education and inspiration. By leveraging the power of video content, you can connect with your audience on a deeper level and leave a lasting impression.
One way to harness the potential of short videos is by sharing product demonstrations. This approach allows you to showcase the features and benefits of your products in a visually compelling way. Whether it's demonstrating how your product works or highlighting its unique qualities, a well-crafted video can help potential customers better understand what you offer.
Furthermore, customer testimonials can add authenticity to your brand, as they provide real-life experiences and endorsements from satisfied customers. Sharing these testimonials in video marketing format adds more credibility and can help build trust with your audience.
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Storytelling and Brand Aesthetics
Compelling storytelling is a fundamental tool in making your content more relatable and memorable in the ever-evolving landscape of social media. Developing a narrative that captures your audience's attention and resonates with their emotions and values is crucial when crafting content for these platforms.
Incorporating storytelling techniques into social media posts can differentiate your content from the noise. Whether you're sharing personal anecdotes, customer success stories, or your brand's journey, these narratives help create a more immersive and engaging experience for your audience.
Maintaining a consistent brand aesthetic is essential to enhance the storytelling experience. Consistency in visuals, fonts, and colours reinforces your brand's identity and helps your audience easily recognize and connect with your content. When paired with high-quality visuals and well-written text, your storytelling efforts leave a lasting impression and encourage your audience to interact with your content through likes, shares, or comments.
By working with a social media marketing agency in Toronto, you can create a harmonious and memorable experience that resonates with your audience, strengthening your brand presence and fostering deeper connections with your followers.
4. Leverage Live Videos and Stories
Live videos and short-form content like stories have revolutionized social media, gaining immense popularity due to their effectiveness in engaging audiences. Platforms such as TikTok and Instagram Reels have demonstrated the power of these formats. Leveraging live streams and stories on these platforms allows you to connect with your audience more authentically and immediately. By sharing behind-the-scenes glimpses, product launches, or tutorials through these formats, you provide valuable content that keeps your audience engaged.
These types of video marketing, in particular, create a sense of urgency and authenticity that captivates viewers. They offer a real-time interaction with your audience, allowing you to address questions and comments as they pour in. This direct engagement fosters a stronger bond between you and your audience, enhancing their trust in your brand.
How to Create Compelling Live Streams and Stories:
- Plan your content to ensure it's engaging and informative.
- Interact with your audience in real time by responding to comments and questions.
- Use storytelling techniques to keep viewers engaged throughout the broadcast.
- Promote your upcoming live streams to build anticipation and attract a larger audience.
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Recap
Boosting engagement on social media requires consistent effort, adaptation, and staying updated with trends. In summary, the four proven tactics for enhancing social media engagement are:
- Understanding your target audience.
- Choosing the right social media platforms to target your audience effectively.
- Creating compelling visual content to capture your audience's attention.
- Take advantage of live videos and stories.
Remember that achieving social media success requires continuous learning. To expedite your journey and minimize the trial-and-error stage, consider trusting a social media marketing agency in Toronto. For more helpful tips and tricks on boosting engagement, read part 2 here.
At TechWyse Internet Marketing, we're happy to navigate the complex world of social media with you. Put your social media in the hands of seasoned digital marketing experts who understand the intricacies of online engagement. With consistent effort and expert guidance, your brand can master social media marketing in Canada and boost engagement to new heights.
To get started, call 866-208-3095 or contact us here.
