Evolution of Social Media: Adapting Strategies for User Behavior

a social media expert working on building a social media strategy

Social media has overtaken our lives. At any given moment, there is a lot happening and a chance for a lot to happen on it. It has transcended boundaries and provides you with an opportunity to virtually travel wherever you want. People of all age groups use social media for different types of purposes. It has a wide reach which makes it a perfect tool to leverage for your business ventures.

There are more than 4.1 billion users of social media. The potential of what it can do for you or your business is endless. In the current time, tapping into the power of social media can be done easily if you adapt your strategies to user behavior. However, it is important to note that user behavior is always changing which requires social media experts to keep adapting their strategies to maximize their return on investment.

Popular Social Media Platforms

To leverage the power of social media, knowing the right platforms is essential. Businesses should understand that each platform has a certain type of audience and can be used for certain purposes. Based on your intent, choosing a primary social media platform is a must. 

  • Instagram – It is a great photo and video-sharing platform that is popular among various businesses to showcase their products and services. It was founded in 2010 and was acquired by Facebook in 2012.
  • Facebook – This app changed the landscape of social networking. It was launched in 2004 and became an instant hit among people of all generations. It has paved the way for various other platforms and boasts more than 1.7 billion users.
  • Twitter – It is a popular platform where various brands share short-form content to gain an audience. It was founded in 2006 and since then has maintained a balanced audience.
  • Snapchat – It is a photo-sharing social networking app that has popularised the concept of ‘stories,’ Various businesses use Snapchat to create a more personalized experience for their audience.
  • Pinterest – Another popular photo-sharing app that is very popular among businesses. You can create storyboards and share inspiration for various topics with your audience.

There are also other popular platforms such as TikTok, Reddit, etc. which are popular among businesses. Each platform serves its own purpose. When used optimally can help businesses gain a loyal following and also present them with quality leads.

How to Create Effective Social Media Strategies

Different platforms may have different purposes. However, to utilize these platforms for optimal results, it is essential that an effective strategy is formed. Social media and business are both about people, hence, knowing how to connect with them is pertinent to your success. Below, we are mentioning some tips that will help you adapt your social media strategy to user behavior in an efficient way.

  • Creating a Persona – The most important thing for any business is to have a brand. And the most important thing for your brand should be to have a persona. Social media platforms are the best tools that you can use to create and propagate your brand’s voice. This will help personify your business into ‘someone’ that people can relate to. It is one of the most important factors that impact how loyal your customers are to your business.
  • Engage Your Audience – To ensure you are leveraging social media optimally, create strategies that are aimed towards improving engagement. The more your users engage with your content the better your overall reach will be. Creating content that is aimed towards improving user engagement also makes your brand more relatable.
  • Create a Community – Your social media strategy should be aimed towards creating a community. Your brand should invoke a sense of belongingness. This impacts how your customers view and perceive your brand. When they feel connected to a community, it instills a sense of loyalty. Creating a community opens up your business to useful insights as users are encouraged to share their insights and feedback freely and willingly.

Some other Important Strategies:

  • Take Metrics into Consideration – Your social media metrics are your best friend. Taking into consideration how your social media posts are performing can help you improve your strategy to better fit the user behavior. Track user engagement, reach, customer sentiment, etc. will help you optimize your strategy for maximum efficiency.
  • Track Trends – The best social media strategy that will help you adapt to user behavior is to track trends. When something is trending, it means that the audience is enjoying it. Creating your content around trending topics, audio, or formats can help your business attract a larger audience. It will also help you retain your current audience base. However, it is also important to ensure you strike a balance with using trends so you do not overdo it.
  • Create Values – To tie up the point discussed above, your use of trends is only going to help you if you also create value. Your content needs to provide some sort of value to your customers. The end goal of your business is to sell its product or service and to do that providing values regarding it to the audience is pertinent to turn them into your paying customers.

Social media has evolved significantly over the years. To ensure you use it in an optimal manner, use it strategically. You should create strategies that adapt to user behavior for maximum engagement and conversions. There is no limit to what can be achieved with social media, granted, you strategize keeping your audience in mind.