Read 6 minutes
Opinions expressed by Entrepreneur Contributors are their own.
The majority of brands focus solely on the number of followers on social media and the number of likes and comments per post. While these are important metrics, if you just focus on these metrics, instead of breaking through the noise, you'll be stuck in the mud to get your brand out there with millions of your target audience in the marketplace. Believe it or not, it's not as complicated as it sounds.
Well how then?
I ran the Facebook Ad Manager to calculate how much budget it would take to get four million views of a video post. According to their predictions, $ 500,000 is the magic number.
The big boy brands you see with millions of followers and high engagement also have brand recognition along with a generous budget they devote each month to their social media endeavors. Fear not, there is a way to work around it and I am here to share it with you.
1. Forget everything you know
We're bombarded with new ways to hack social media algorithms every day and if you believe half of the ads then all of your wildest social media dreams will come true when you pay that marketing man in a Ferrari (which he doesn't owns).
Yeah no Now is the time to clear your head and unlearn everything you learned from listening to others. The social media world says it fits, the universe says it stands out. To stand out from the crowd and break the online noise, you need to stand up for what you believe in. Stop copying what everyone else is doing – it's tiresome and will cause your social media activity to stagnate. The billions of users who leaf through millions of images every day want to discover new, exciting content. So your expectations must be exceeded. It's time to toss the rulebook out the window.
Similar: 4 Social Media Marketing Trends You Should Implement In Your Strategy For 2021
2. Find your purpose
We hear this saying all the time, but no one ever really explains what it means. In layman's terms, build your brand around a mission that resonates with your target audience. For example, a fashion label may decide to become activists against slave labor or find a way to creatively resolve the high seasonal residual inventory that normally goes to the garbage heap.
A creative brand might see an opportunity here – get some celebrities or artists to customize these items, throw a party, and auction them off for charity. My imaginary label has just achieved great brand awareness through celebrities while collecting donations for good causes – and helping to solve a global problem that plagues the fashion world. This is a win-win situation.
3. Be brave
Remember the last time you scrolled down your Instagram feed and saw something monumental from one of the brands you follow that blew you away? I also can not. If you want to make it big, you have to be brave. Think from a different point of view. Think Budweiser at the Super Bowl.
Their decision to stop advertising for the first time in decades and instead donate the money for vaccinations generated more hype than any advertisement. It was awesome. Since not everyone is a creative thinker, it may be time to let go and delegate to someone who can take your brand to the next level with creative, innovative, and thoughtful tactics.
4. Break the shape
Throwing money at the same boring ads everyone is doing is like throwing spaghetti on a wall. Users get bored. I'm bored. Even your grandma is bored. It's time to ramp things up.
Invest in alternative marketing and PR tactics that set you apart from your competitors. Whether people like to admit it or not, social media citizens are generally sheep and that will never help them stand out from the crowd. Become the Shepherd and boldly go where few others have dared.
There's a reason the top advertising agencies charge a fortune. They curate interactive user experiences about anything that immerses users in a brand. For example, I saw Steve-O interviewing dogs on his laps in the AAA parking lot on Instagram while they were changing the tires on his van. It was so unique and fun. We could all use more of that.
5. Get strategic
While everyone else is spending money on magazine ads that no one reads or generic social media ads that look like everyone else, you have to take a different route. Video content is a good example.
Create videos daily to post on your social media and if you really want to get noticed, use your brand in creative campaigns. Right now you are likely relatively unknown so work hard until your name is revealed or try to get a good public relations firm to work.
With a good PR team that makes the right connection, you can get seven million views for less than five-digit amounts. Partner up with your team to find the best campaign for you, or find the right contacts online and start working to get noticed.
The ideal show brings you next to prominent guests, strengthens your brand image and wins new fans. The best thing about TV video panels is that everyone shares the content and multiplies your online reach faster.
Would you like to find out more about TV content? It never gets old. You can re-use it over and over again, crop it, take still pictures and use it on all social media platforms including Instagram, YouTube and LinkedIn. Just make sure you have a strategy in place to convert viewers and followers into customers before the show airs.
Related: You need to start converting your social media followers now. Here is how.
Don't be afraid to fail. Not everything you try on social media will be a hit. Even experts cannot always predict how content will be perceived and received. If a post that you thought would go viral and lead you to success overnight doesn't work, wipe it off and let go of it. Pivot and move on to the next idea. Social media is a game of chance and there are no big wins without a mistake. You can do it.