In 2020, more than 3.6 billion people worldwide used social networks, and in 2025 this number will grow to 4.41 billion. On average, Internet users spend 144 minutes a day on social networks and instant messengers, which is half an hour more than in 2015. This figure is expected to grow as lagging digital markets catch up with other regions through infrastructure development and the availability of cheap mobile devices.
Businesses are also shifting to social media as it provides an opportunity to communicate with the target audience (68% of consumers agree that social media allows them to interact with brands and companies), increase awareness (55% of respondents learn about new brands on social media), increase the number of leads and sales (43% of those surveyed have increased their use of social media to find new products over the past year). Gaining followers on social media is not easy: for this, it is not enough for a brand to simply be present on the platform. This is where social media optimization (SMO), organic marketing and paid promotion come in. At the same time, companies spend about 15-25% of their advertising budget only on social networks.
Like search engine optimization, social media optimization includes a number of strategies to ensure the highest quality impact and interaction with the target audience.
The main goals of social media optimization include:
- impressions in platform search results;
- ranking higher in the feed of subscribers;
- involvement of subscribers in the discussion of publications;
- website traffic;
- maintaining brand reputation;
- building a community of loyal consumers.
But unlike search engine optimization, which is pretty standard across Google and Bing, social media optimization has different best practices for each platform, making it a much more difficult task. According to Statcounter GlobalStats as of July 2021, the most popular social networks in Russia are: Facebook (21.48%), VK (20.29%), Twitter (16.75%), Instagram (13.32%), YouTube (10 ,9%). Consider SMO for platforms popular with businesses.
Facebook optimization
Market leader Facebook was the first social network to surpass 1 billion registered accounts and currently has around 2.5 billion monthly active users, making it the most popular social network in the world.
Facebook Optimization Tips:
- Optimization for organic and paid posts will be different. For example, CTA works well in ads, but not in organic posts.
- Analyzing posts in terms of reposts and audience engagement, as well as writing similar posts, can increase the popularity of the page.
- Directly uploaded videos have more engagement than YouTube reposts.
- Each ad post will promote a product or service, but organically only the 3rd or 4th.
- Dealing with negativity is about trying to genuinely engage with your audience, rather than deleting or hiding comments. The more interaction, the higher the social optimization.
Examples of free Facebook optimization tools:
- Facebook Ads Performance Grader – for auditing and optimizing paid ads;
- Iconosquare – instant Facebook business page audit;
- DrumUp – to manage and share audience-appropriate content;
- Comment Picker – to randomly select a winner from the comments.
YouTube optimization
Video content is still very popular, with 54% of consumers wanting to see more video content from a brand or company they support. YouTube makes it possible not only to post content for any budget, but also to repost it on the brand’s website without slowing down its work.
YouTube Optimization Tips:
- YouTube SEO involves adding relevant keywords to the title, as well as a description and filename for each video.
- Videos that match the profile of the company are perceived by the audience more loyally.
- Hashtags appear above the title of the video and play a role in the search query, including on Google.
- An intriguing intro before the video increases the chances of watching it.
- Subtitles are useful: 92% of users watch videos without sound on mobile devices, and 83% watch videos without sound.
Free YouTube Optimization Tools:
- TubeRanker for channel audit;
- VidIQ to measure tags, view time and shares;
- TubeBuddy to manage your channel;
- Kparser for YouTube keyword research;
- YouTube Video Optimization Checklist by Punchbug.
Instagram Optimization
Merging Instagram with Facebook makes it easy to use both at the same time. For example, you can set up automatic publication of Instagram posts in the Facebook feed, as well as promote posts on both Facebook and Instagram.
Instagram Optimization Tips:
- The use of all formats (posts, videos, stories, Highlights, Reels, and Instagram live) can increase the engagement of the target audience.
- If the username matches the brand name, the bio is formatted correctly, with keywords and hashtags, this can increase the profile in the SERP rankings.
- Hashtags are important for Instagram: you can add up to 30 relevant hashtags to both the post and the first comment, which is also taken into account in the search.
- Advanced settings for the post also allow you to add alternative text with keywords.
- Instagram is the best social platform for showcasing and selling products.
Free Instagram optimization tools:
- Phlanx – for calculating engagement;
- Later – to schedule publications;
- Repost – to easily repost;
- Instagram Instant Audit by iconosquare.
- Quick Insta checklist.
Optimization for Twitter
Twitter Optimization Tips:
- Hashtags are also very important.
- Using trackable links with CTAs will help track lead conversions.
- The short message format is more convenient for scheduling.
- Brands using Twitter to communicate with customers see a 19% increase in satisfaction.
- Digital events are one of the Twitter optimization tips for 2021.
Twitter optimization tools:
- Followerwonk to refine and collect follower data;
- Hashtags are also very important;
- Using trackable links with CTAs will help track lead conversions;
- The short message format is more convenient for scheduling;
- Brands using Twitter to communicate with customers see a 19% increase in satisfaction;
- Digital events are one of the Twitter optimization tips for 2021.
Regardless of which social network the brand came to after its target audience, if all the information (company name, description, contacts) is correctly entered in the profile BIO, it is easier for customers to interact with it.