In the ever-evolving world of social media, it's easy to get swept up in the excitement of every new platform that comes to light! Today, we're spotlighting Meta's newest prodigy, Threads, which has already made waves — not all good — for making it somewhat challenging to connect with followers. You might be scratching your head, thinking, “Is the struggle worth it?”
Before you leap onto the Threads bandwagon, ask yourself, “Is every social media trend worth the time and effort?” As business owners, our primary goal is to connect with our audience effectively. Yet, with the sea of platforms available, it may seem like the more accounts we have, the better our reach. But is this the case?
The Problem with Diversification
Ever noticed how juggling too many things at once can become overwhelming? The same holds true for managing numerous social media platforms simultaneously. Initially, diversifying across multiple platforms might seem to broaden our reach, making us more visible to a larger audience. However, it often leads to a diluted presence, as it becomes increasingly tough to maintain consistency and quality across all these platforms.
With our limited time and resources, should we be spreading ourselves thin across every new social media platform that pops up on the horizon? Or should we instead focus on a select few platforms our target audience frequents the most? Managing multiple accounts becomes a task, often diverting us from our core goal of creating meaningful and engaging content. Furthermore, the more platforms we use, the harder it is to track metrics and accurately measure our performance.
Moreover, not all platforms align with every business's audience or brand image. Different social media platforms attract different user demographics. As a result, a platform that works for one company might not necessarily work for another. Establishing a solid presence on a couple of platforms that align with our brand and audience can garner more valuable interactions than having a weak presence on several platforms.
The Threads Dilemma
Meta's new prodigy, Threads, has already thrown us a curveball. Although it is still in its early stages, I can't help but wonder if this is the start of something big or just a passing fad.
The main issue I have encountered with Threads is the communication barrier it has erected, making it more challenging to connect with my followers. I'm still navigating this new platform, determining whether it's worth investing time. Moreover, Threads lacks key features such as analytics and keyword targeting, which are essential for any social media strategy.
No Instagram Account, No Threads
Another point is that Threads is exclusive to Meta's Instagram users. As such, only a fraction of our followers might be on the platform. Reaching them and creating engagement could be challenging for non-active users unless we also use other platforms. Thus far, the jury is still out on how Meta views its new Twitter clone.
Since Threads is tied to your Instagram account, if you decide to delete your Threads account, it will delete your Instagram account. Thus, it is important to consider the implications of using a platform like Threads before signing up.
The Neverending Verified Users Feed
The primary feed comprises content solely from verified accounts, which can frequently cause frustration for followers and business owners striving to promote themselves. It operates on a pay-to-win model, which can be discouraging. Eck.
Currently, there isn't a way to curate your feed. I don't follow Paris Hilton, yet her posts are all over my feed. I can't find the feeds of the accounts I follow in the main feed, which means my followers can't find my feed in the main feed, either. I have to click on my followers list and then click on an account to see the feed. It is a cardinal sin that many social media networks have been committing lately: to hide your own community from you.
As business owners, we must ensure our followers can easily find us and not be lost in irrelevant content. When one post overlaps with another, it deprives followers of the necessary context to understand the content. It's easy to see how this can cause confusion and frustration among our audience.
Quality over Quantity
When it comes to social media, quality matters more than quantity. A few active accounts across platforms with consistent content that resonates with our audience are more potent than multiple accounts full of mediocre content. I aim to create meaningful relationships with my followers and inspire them to interact with me regularly.
Social media is an ever-changing environment. As a result, it's easy to get lost in the sea of new trends and platforms available. However, it's important to remember that not every platform will bring success to your business. The key is to focus on one or two channels that work best for you and maintain consistent quality across them.
Consider the resources available before investing in a platform. It's important to remember that we are competing for attention with millions of other businesses, and it pays to be strategic when we decide which channels to use. Investing in a well-thought-out social media strategy will help you create the level of engagement your audience deserves while ensuring your efforts are not wasted.
The only way to build a successful social media presence is to focus on quality and sustainability over quantity. Invest time creating content that resonates with our followers and look for ways to reach new audiences. Taking these steps will lead us closer to establishing a solid presence on social media which can garner more valuable interactions than having multiple accounts with light engagement.
The Platforms That Have Worked For My Businesses
Aside from blogging, the three platforms that have worked for me are LinkedIn, Pinterest, and YouTube.
A notable nod to Twitter before Musky took over.
LinkedIn has provided me with valuable connections and opportunities. It is the perfect platform for networking, building relationships, and updating industry trends.
With LinkedIn, I can target my audience more precisely by connecting with like-minded people and creating meaningful conversations. As a result, it has become an invaluable tool for growing my business. This has led to more leads and even a few sales.
Do you know what Pinterest is known for? Pinterest is a platform that operates as a visual discovery engine, empowering users to explore inspiring ideas. It allows me to create content that inspires and motivates my followers. I use it to showcase projects, design trends, and other topics I'm passionate about, which encourages my audience to engage with me more.
Since Pinterest is tailored to visual content, it's great for businesses focusing on design and aesthetics. I have seen tremendous success in driving traffic to my website using visuals from this platform. Creating visually appealing pins and regularly posting content has already resulted in more visits to my blog and increased followers genuinely interested in what I offer.
My IG/FB Reels and Stories have done better on Pinterest and YouTube Shorts.
YouTube
I have embraced YouTube as a powerful marketing tool for my business. Videos are a great way to build relationships with your followers as they enable you to be more personable and show them your personality.
Creating videos for YouTube has allowed me to reach a larger audience. It's also an excellent way to increase SEO rankings, as Google prioritizes long-form content. Creating engaging, informative videos that link back to my website has already seen increased traffic and conversions from organic search.
What do all of these platforms have in common? The ability to EASILY send people back to my website.
Why I Prefer Long-Form Content (Blogging)
Aside from the SEO and the ability to deliver information more comprehensively, I can always repurpose the content to short-form content.
Long-form content can be incredibly beneficial for a business. Unlike short-form content, it lets you get into more detail about relevant topics to your target audience. Have you seen those TikTok videos, Part 268? Who has time to look at 268 short videos?!
Some topics need to be one-and-done.
Longer pieces of content also provide opportunities for SEO optimization. As Google prioritizes content with more depth, it can help you rank higher on search engine result pages. This can also be a great way to test the market for a course or workshop.
Long-form content also provides endless opportunities for repurposing into short-form content, such as videos and infographics. You can break down your longer pieces of content into several smaller pieces that are easier to digest while still conveying the same message. This can help you reach a broader audience on different platforms and is an excellent way to keep your content fresh.
Don't forget to add a CTA (call-to-action). Content should always link to your website, service, or product.
Ultimately, long-form content can help establish trust and credibility with your followers. It shows that you're willing to put in the effort to provide quality content that is valuable and helpful. This can be invaluable for growing relationships with your audience and building a strong brand presence on social media.
Final Thoughts: A Closer Look at Meta's Vision and Its Role in Social Media.
Regarding Meta's vision, there is no doubt that it includes staying ahead of the competition. The introduction of Threads was a bold move for the company and shows that they are not afraid to take risks to remain relevant in the ever-changing social media landscape.
Meta recognizes that Threads offers an opportunity to better engage with their audience and create meaningful conversations. The platform also allows Meta to curate content and promote their products in a new way.
Meta's vision for the future likely includes further advances in social media technology. Threads is just the beginning, as they strive to make their platform more user-friendly while providing valuable insights into user behavior and trends. Through data analysis, Meta can continue to develop strategies to stay ahead of the competition and meet the needs of their customers.
It remains to be seen how successful Threads will be, but it is clear that Meta has a plan for a future that includes staying at the forefront of social media technology. They are well-positioned to remain competitive in the ever-evolving social media space.
But I'm cynical, too, and this could all be a ruse to garner more attention for the upcoming Musk vs Zuck Battle Royale. *shrug*
So What Should You Do?
It is wise for business owners to keep an eye on the latest developments in social media, so they can capitalize on opportunities that may arise from them. However, it is also essential to be mindful of how much time and effort is put into maintaining multiple accounts with light engagement instead of focusing on fewer platforms with more meaningful engagement.
In the end, it is all about finding the right balance and creating content that is both engaging and beneficial for your target audience. By taking a closer look at Meta's vision, business owners can get an idea of how to craft their own social media strategy. Just a warning, though.
Just Another Platform You Don't Own
Do you recall when Meta urged us to create business pages and groups to engage with our audience? However, they later restricted access and held our audience captive, coercing us into paying for ads. We deserve better.
Remember that as business owners, our ultimate goal is to build a community. When we invest in a platform, it should be sustainable for us and our audience. However, when we create a community on someone else's platform, such as Threads or the Social Network du Jour, we should remember that we are merely renting the space. It could come and go anytime, and our community could go along with it. By the way, Twitter has already threatened to sue. We are essentially playing a game of cat and mouse, and we are always at the losing end.
Now it seems as though Meta wants us to follow the “more is better” mantra and be on every one of their platforms regardless of whether or not it works for our business. As savvy business owners, we must decide which platforms make sense for our brand.
We should continuously evaluate the different platforms in terms of engagement, cost, scalability, and ownership to determine which works best for us. This way, we can ensure our efforts will not go to waste.
My Mastodon account hasn't been active since February 2023. Perhaps Threads will meet the same fate.
Conclusion
Ultimately, the goal of any social media strategy should be audience engagement. Business owners should evaluate which platforms are the most efficient and effective for their particular brand, then focus on building relationships on those channels.
Be bold in your choices, focus on fewer channels that bring maximum impact, and provide quality content that resonates with your followers. With this approach, you can create a sustainable community of engaged users. That's the key to success in social media.
This will enable you to maximize your impact without spreading yourself too thin. Be mindful of where you direct your energy and focus on the channels that make sense for your business.
However, understand that you do not own any of these platforms. Your account is just a leased space that can be revoked anytime, and you'll have no control over it. If that's the risk you're willing to take, do it. But if you want to ensure that your efforts are sustainable, it's best to focus on channels you own and control.
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