Social media has come a long way since its inception nearly two decades ago. From its humble beginnings as a platform for personal connections, it’s grown into a powerful tool for businesses to connect with their audiences.

However, despite its evolution, many brands still treat social media as an afterthought or a dumping ground for content. Although, we aren’t a social media agency, we understand how to use it (and use it well) and actually harness it as a tool.

Let’s have some #realtalk for a hot minute, the purpose of social media should no longer be a 'jack of all trades' but, be a specialised marketing function for you in the ever-changing digital landscape.

The changing face of social media

Let’s go back real quick, it's no secret that social media has transformed over the years. What started as a way to connect with friends and share personal updates has evolved into a multifaceted marketing tool with a multitude of platforms, each with its unique audience and quirks. It’s no longer a place to just throw shit to the wall and hope it sticks… but be used in a way that supports brand and business growth. You must recognise that one-size-fits-all strategies are no longer effective in the modern social media landscape and also it shouldn’t be left to juniors or inexperienced marketers…. no matter so called experts tell you!

Platform diversity and audience segmentation

Today, social media platforms range from Facebook and Instagram to TikTok, YouTube Shorts and the underdogs BeReal and Snapchat.

Each platform caters to a specific audience and content type. For example, YouTube Shorts has surprisingly overtaken TikTok in popularity for consuming short-form content in the UK, according to recent data. This illustrates the need for brands to understand the nuances of each platform and tailor their content accordingly.

Specialisation is the key

To succeed in today's landscape, specialisation is paramount. Brands must move beyond a generalised approach and instead focus on understanding each platform at a granular and deeper level.

To be success in this and really thrive, we know and understand that you need a team (or agency) that have the skills to support this. Having a solid team of experts who can create native content optimised for each platform, leads to better reach, engagement and targeting. If you’re looking to standout in the market place, create conversations and really build your brand, audience and reach it requires skills, time and solid investment.

What a good social team looks like (to us);

Let's take a closer look at the roles that should be considered:

👉🏽 Head of Social: Oversees the social media strategy and execution.

👉🏽 Content Creator: Develops compelling content tailored to each platform.

👉🏽 Content Curator: Ensures content is relevant and engaging.

👉🏽 Community Manager: Manages interactions and fosters brand communities.

👉🏽 Paid Social Manager / Advertiser: Runs targeted ad campaigns.

👉🏽 Social Media Analyst: Monitors performance and adjusts strategies.

👉🏽 Graphic Designer: Creates visually appealing content.

👉🏽 Video Editor: Produces high-quality video content.

👉🏽 Influencer Managers: Collaborates with influencers for brand promotion.

Social media is a core marketing function and you should treat it as such.

It’s no longer a role for a single person, as one person can’t manage all the above. There’s no point, posting or should we say scheduling content to go up hoping it get’s seen, engagements, likes etc. Your approach should be much deeper than that. If the followers and likes you have aren’t translating into cash money… what’s the point?

In-house teams or specialised agencies?

For us, you have two options for building the specialised teams you need for true success. You can either recruit a dedicated in-house team covering some or all the roles above or partner with specialised agencies that have platform-specific expertise. This will depend on your goals and resources, but the key is to have experts who live and breathe social media every day. Not, people who have basic level of curating posts, scheduling and focusing on vanity metrics that long term lead to nothing or nothing of substance.

The importance of staying informed

Staying ahead in the game involves more than just posting content regularly and the odd article. You need to pay close attention to platform updates, changes and ultimately your customers behaviours. F**k the algorithms (reality is you can’t beat them). You have to be able to work with them. But, ultimately it comes down to a very simple thing;

If your content isn’t hitting the right note…

review the content and don’t blame the platform.

Usually poor content is the answer.

These nuances can significantly impact content visibility and engagement. Being informed and adaptable is essential for long-term success.

It’s time to stop looking at social platforms like they’re working against you. You need to look deeper and review the general content your creating and sharing. If you look at some of the most viral content, it is a mix of conversational, scroll stopping and creative. From CGI ads, to Tube Girl to 3D worlds and 1st person experiences. Social and the people working in it, should no longer be looked at as the 'jack of all trades' it used to be.

You need to recognise and understand the diversity of platforms, the importance of specialisation and the need for experts who understand each platform's unique dynamics. To win on social media it’s not hard… many brands do it and do it well. You have to invest in creating platform-specific content and assemble the right team and/or agency partners to support your growth, reach, awareness and longvity. By embracing this specialised approach will help you thrive in the ever-evolving world of social media marketing and building your brand for the future. #facst!

If you’re ready to boost your brand success, why not speak to us.

If we can’t help, we’re sure will know people who can.

📧 Slide in our inbox: emailinfo@rochellewhiteagency.com

📲 Whatsapp us on: +447388 438560 and unleash your brand's true potential!