Updated: Aug 6
Unless you're managing NASA’s profile, posting on Instagram isn’t rocket science.
You think of a post, you write a caption, and up it goes. Easy.
So, are social agencies useless? Are they just capitalising on the busy schedules of brands who don’t have the time to dedicate to social?
It would be a bit weird if, as a social agency, we said yes.
But it’s an area that needs to be addressed. Some people think social agencies are just glorified posting teams. We clock in, get some posts out, send a few emails, and clock out (and, to be honest, some other agencies might do that 💅 If you want to know why we’re better than freelancers or hiring in house, check out our blog on the topic here).
People hear ‘social media’ and immediately think they could do it while they sit on the toilet, but it’s not that simple - especially for brands.
We also have some companies who don’t quite want to give up the reins. They don’t have the time to post themselves, but want to be involved as much as possible - and that’s tricky. They do want us to be a posting service and are disappointed when they have to pay more. They don’t see the value we can bring to the table.
In reality, execution is one of the smallest aspects of our job. Where we spend most of our time is brainstorming, consulting, and understanding both the brand and the market in the current time. In order for the eventual post to be successful, you have to put in a lot of work behind the scenes.
We could be quite straightforward and just build on the ideas already generated. Make the content look nicer with our design team, fancify the copy, and crack a load of money into boosting so the numbers look great - but we’re not about maintaining the status quo.
We don’t post for posting sake. We’re about elevating the brand, informing the audience, and building a community of like-minded people to increase engagement, awareness, and brand outlook. We’re not here to just post your content for you, we’re here to guide you in your approach, see what conversations you can slot into, and enhance your appearance online.
We want to help you climb to the top of the mountain, not decorate the camp halfway up.
At birth, social was about connecting one person to another so you can all keep up to date with what’s going on in each other's lives. Now, because there are ads, meme pages, and brand profiles, people think it’s different, but it’s not. Social is still about connecting one profile (your brand’s) to another’s (your audience).
It’s all an ongoing conversation. Granted, most of the time it’s one-sided, but establishing trust, transparency, and understanding between you and your followers is key. 39% of customers only trust brands if they have interacted with them on social platforms. That’s 2/5 of your audience who you’re missing out on because your social wasn’t interactive enough. Not to mention all of the potential customers were driven away before they even followed you.
This is where the strategy is key. When new audiences come across your profile, they’re going to look at the top six posts they can see. If those posts are poorly designed, unconnected, or not representative of your brand, you’re at risk of turning them away.
Creating an individual graphic that’s attention-grabbing, thumb-stopping, and jaw-dropping is one thing, but making it work as part of a wider collective of pieces all with their own purpose is another.
Often, we have brands come to us with the right ideas, but they just can’t make them work together. They know what they want to say, they know the style they like, but when the content’s all next to each other on the feed, it just looks like a bit of a mess. Opposed to looking like a well thought out, collated, and interconnected family of content, they look like 9 individual posts made by different people.
What this says to your audience is that you’re not organised. If you’re not putting thought into how your brand appears on social, then you’re probably not putting much thought into other areas of the business, too - and that’s off-putting.
So, your profile should do three things:
Create a relationship with your audience
Inform your audience about your brand’s personality
Inform your audience about what you’re offering and why
A lot of people just focus on the sales element with a sprinkling of personality which leaves them disconnected to their audience. The profile becomes nothing more than a catalogue feed and they can’t draw in new audiences and nobody likes to be constantly advertised to.
Again - social is a place for connections, for being social. If you were following a friend and all they posted about were the clothes they’re selling on Depop, then you’d mute them. Instead, by expanding on your personality, your audience derives a better understanding of who you are, establishes a deeper connection with you, and feels like they’re part of something bigger. Through this, they’re more likely to interact with your posts, and eventually, purchase.
And that doesn’t come from just posting - it comes from a strong and experienced strategy.
The executional part isn’t the difficult, time-consuming or result-bringing aspect of our job. We have to live and breathe social, keeping on top of trends and understanding how each platform is evolving in order to continually create fresh and inspired content.
If social is a Bentley, posting is the statue on the bonnet. We’ll give that a polish, but spend most of our time making sure the car is getting you where you want to go as quickly and as smoothly as possible.
If you want to chat about how we can help with your social, get in contact with us through firstname.lastname@example.org