Why more social media doesn’t always mean better

With so many social media platforms and so much readily-available content to share, it is easy to fall into the trap of thinking more = better. This week we’re exploring how the old adage “less is more” could be a good guide when it comes to social media.

“Less is more”

This old gem of a phrase has served generations when it comes to applying makeup, following the latest fashion trend or decorating your home, but have you ever stopped to think this might be sage advice to apply to your marketing strategy?

Smart Insights recently found that there are an estimated 2.307 billion active social media users in the world, a figure that has grown by 10% since 2015. Social Media Today reported that there were ’21 important social media sites’ and ‘that means savvy business owners have to know and use a variety of social platforms to stay relevant.’

While it may be true that a one-social-media-platform-fits-all policy is not the way to go, making your mark on such a vast array of sites and capturing the attention of so many users can be tricky to navigate.

“Digital minimalism”

The phrase ‘digital minimalism’ has not yet reached the general marketer’s lexicon. A quick Google search will deliver hints and tips for how to declutter your life of its overflowing digital devices and their incumbent software, passwords, wires and hard drives. (The tips are here, if you need them).

But in a recent article for Campaign Live (formerly Marketing Magazine), Nicola Kemp has argued that in age where the noise brands insist on hurling into the social media arena is louder than ever, more and more consumers are looking for some peace and quiet.

She argues ‘a growing number of consumers are seeking greater control of the digital spaces they inhabit’. While older generations have decided to switch off completely from the ever-changing social media landscape, digital natives have learned to self-moderate and ‘consume digital media in bite-sized chunks’.

For marketers, this means delivering the right content, at the right time, to the right people in order to be heard. Kemp argues that in the wake of people’s preference for relevance;

          “Digital communication has undoubtedly become disposable, with consumers proving brutal in their dismissal of uninspiring marketing. In line with this shift, many in the industry believe that brands should fundamentally rethink their approach to engaging consumers.”

Where do we go from here?

Just as with advice on content marketing strategies, social media has to deliver value for its consumer. It needs to engage them with your message. It needs to encourage them to share and elevate your brand to the position of influencer.

The key to delivering this social media strategy is balance. While no one is saying you shouldn’t be posting content frequently and sharing other’s output too, if your output becomes repetitive and predictable then it isn’t going to produce the desired effect. Think minimalist but magic, and you’re sure to let your social media shine.

Why more social media doesn’t always mean better