Social media: 8 mistakes to avoid as a brand – Forbes France

Times have changed, and with them the rules of social media. Brands can no longer just deliver content and expect results. Instead, they need to take a more strategic approach and innovate to stay in the game.

Here are eight mistakes not to make again on social media as a brand:

Publish only information about your products

This is probably the number one social media bad thing for brands. If your news feed is filled with nothing but product posts, people will quickly turn away from you. And organic reach drops when no one responds. Try to vary the content and talk about other topics related to your industry or show innovative use cases of your product.

Do not make TikTok-like videos

TikTok is fast becoming one of the most popular social media platforms, with a highly engaged user base. Brands that ignore TikTok-style video are missing out on a big opportunity to connect with their audience — and even succeed on other social media channels.

Remember that Instagram and Facebook have the Reels. YouTube has the Shorts. Thanks to the influence of TikTok, all algorithms reward those who produce horizontal, short and easy-to-watch video content on mobile.

be too salesy

The more you try to sell, the more you will be ignored. In fact, people don’t want to be sold to them all the time. Instead, focus on creating useful and informative content. If you can do this, people will be more likely to buy from you when they’re ready. Remember that the goal is not to make a sale. The goal is to get someone interested in your product.

Publish the same type of content every time

Don’t always post the same type of content. Whether it’s links, photos or carousels, many brands always use the same type of content and it gets boring. So switch gears and modify the type of content you post so that it objectively matches the message. If brands want to succeed on social media, they need to be more strategic and innovative in their approach.

Focus on number of followers

Gaining followers is not really important. In fact, brands that focus too much on follower count often miss out on other opportunities to connect with their audience.

Instead of obsessing over follower count, try focusing on engagement. This means people have to like, comment and share your posts. If you can do this, you will be on your way to success on social media. On TikTok, content can travel far, regardless of the number of followers, and this is going to become increasingly true on Facebook and Instagram.

post too often

It’s a social media faux pas that many brands are guilty of. And that’s understandable, because they want their posts to get as much exposure as possible. But posting too often can actually be counterproductive.

There is a difference between creating great content and multiplying content. Instead, focus on creating quality content and posting it less often. When we do this with our customers, metrics for reach, engagement, and website traffic all improve.

Take a unique approach to influencer marketing

Many brands make the mistake of thinking that any influencer with a large number of followers can help them achieve their goals. But it’s not always the case.

Brands have an interest in working with an influencer who has influence. This means making sure you choose the right influencer to work with – an influencer who is aligned with your goals, your target audience and your brand. Essentially, it’s not just an ad factory. Let the influencer create content that will persuade people.

Post content that people scroll through

Successful brands on social media are the ones that can keep people from scrolling.

The way to get people to stop scrolling too quickly is to produce interesting, timely, and visually appealing content. So much content on social media is poorly thought out. Strategic, intelligent and surprising content can yield very good results.


Social media marketing has grown tremendously over the past 15 years and brands need to keep up with ever-changing trends to stay relevant. Even though it’s harder than before, brands are still being built through social media.

Avoid these eight mistakes and you’ll have a better chance of staying ahead of the curve.

Article translated from Forbes US – Author: Jim Tobin (Social Media Marketer. Head of Agency. Author. CEO/Founder of Ignite Social Media and President/Founder of Carusele)

<<< Also read: What will be the top five tech trends in 2023? >>>

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Social media: 8 mistakes to avoid as a brand – Forbes France

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