2023 is a year of shifts in social. There has been more movement and rapid change in the social media space (Musk vs Twitter, TikTok vs USA Govt, etc.) in the last 12 months than in the last 5 years. As tides change, opportunities shift. What was once the most valuable part of social for your business may not be anymore. And new opportunities are here in ways they haven’t been in ages.

You need to update your mental model accordingly. That means moving on from some of the myths and misconceptions we commonly see folks holding onto.

Many of these myths were once truths. Tried and true strategies that worked. Universally agreed-upon approaches.

But times and technologies and platforms and people’s behaviors change, and so must the belief system that drives your business’s approach to social. What’s the value? Where do you focus your effort? Where are you wasting your time?

Myths and Misconceptions:

1. Your follower count matters: of course, was once true. 100,000 followers meant almost exactly 100,000 pairs of eyeballs ready to see every post you made. But this time is long gone and chasing vanity metrics can get you into trouble. Obviously, a follower count can help you in many ways, and sometimes, it’s just what’s needed, but more often than not, chasing followers will result in work that no one’s happy with. Marketers need to focus on building a targeted audience that aligns with their business goals and engage with them in ways they actually might care about.
2. Influencers with big followings are an efficient way to spread your message: Most people probably should update their definition of influencer marketing. Big influencers with big audiences really should just be treated as celebrity endorsements. And micro-influencers are really just normal people who know how to make content for the Internet.  Both have very different pros and cons.
3. People love following brands on social media: While it’s true that social media can provide a platform for brands to build relationships with their customers, most people don’t want to be friends with brands on social media. They just don’t. People want to know about the new products being released by Trader Joe’s. They don’t care if Trader Joe’s watched the Oscars.
4. Social media holidays are a great way to fill a content calendar: another common misguided approach is the overindulgence on #HolidaysThatAbsolutelyNo oneHasEverHeardOfOtherThanOtherCommunityManagers
5. Paid ads on social = buying attention: While paid social media advertising can help brands reach a wider audience, it’s not just about buying attention. Effective paid social campaigns require careful targeting, strategic messaging, and engaging content that resonates with the target audience and drives conversions.
6. TikTok is for young people: While TikTok has a younger demographic than other social media platforms, it has quickly gained popularity among older users. Youth culture today is mainstream culture in 6 months. Why wait to find out what people really think about your brand?
7. LinkedIn is the only place B2B brands can be successful: While LinkedIn is an essential platform for B2B brands, it’s not the only platform where they can succeed. That video of your bottling machine going 47 MPH? TikTok would love to see it.
8. Social content is cheap to produce: While social media platforms may be free to use, creating effective social media content is an investment. You can’t build a racecar (create beautiful content) and neglect to buy gas (targeted paid media). You also shouldn’t waste money on premium gas if you insist on driving a jalopy.

Social media is an essential part of the recipe for success for many of our clients at Creative Energy. Every day we help them navigate new platforms and find where their most loyal fans are spending their time. We understand how to use thoughtful social content, strategically deployed to the feeds of consumers, customers, clients, and vendors. Whether the decision maker you are trying to influence is a suburban mom or a menu planner, we know how to get their attention and make them move.