Post, Like, Share: How to Have a Strong Social Media Game
Whether building a brand or upping your personal presence online, social media is the means to share your messaging widely. From posting frequency to viral trends, we asked five Scouted social experts to share their knowledge on mastering all things online engagement and we were surprised at how straightforward a path to success can be.
Identify your niche. When it comes to building an online presence, Avery Wagner, founder and CEO of Wagner Perspective in Tucson, Arizona, emphasizes the importance of determining your niche early on. “Are you a food blogger, a fitness enthusiast, a fashion influencer? By identifying the type of content you want to share, you can better discern who will make up your target audience.” Why is this so important? By understanding exactly who comprises your target following, you will feel more confident creating content knowing that it appeals to them.
Create a community. Once you’ve identified your audience, Wagner notes that it’s essential to remember that you’re not just building a following, but a community of individuals who are interested in what you have to say or share. “These individuals are your fans, and the backbone of your Instagram presence,” she says. “They’re the ones who will help you grow your audience even further by liking, commenting, sharing, and tagging your content.” Actively fostering relationships with your followers will increase your reach, so she advises taking the time to respond to their comments, answering their questions, and acknowledging their support. Giving them a follow and commenting on their posts will further your engagement.
Develop a rapport. It’s easy to get caught up in the numbers, but Shannon McKinstrie, founder of Boutique Social in Cary, North Carolina, advises instead of putting so much emphasis on your post frequency and number of likes, to focus on creating authentic content your audience finds valuable that allows your personality to shine through. “If you don’t enjoy creating the content you’re sharing, or if it doesn’t resonate with you, chances are your audience will feel it,” she says. McKinstrie urges social media mavens and novices alike not to worry about growing follower counts but instead focusing on current connections, learning what they need, and giving them a reason to continue to follow you.
Quality over quantity. If you’ve heard it once, you’ve heard it a million times: the Instagram algorithm prioritizes frequent posting. And while this may be partially true, the experts agree that posting too frequently can also be overwhelming, to both you and your audience, causing burn out or content that is subpar. “I always suggest posting at a cadence that is manageable and sustainable for you,” Wagner says. “It’s better to take the time to create content that you’re proud of and that accurately represents your brand or message, rather than just posting to post.” Whether you post everyday or every other day, the importance should be placed on consistency, high-quality content, and messaging that resonates with your audience.
Keep it simple. Whether you’re an old pro in the world of social or just starting out, Alyssa Gay, founder and chief storyteller at AG Creative in Sarasota, Florida, is constantly warning clients to avoid taking on too much at once. Instead, she advises honing in on your brand strategy and letting that guide your social media efforts. Her top advice? Focus on creating relevant content and ensuring you are communicating with your target audience on a single platform. “Don’t try to get on Facebook, Instagram, TikTok, Lemon8, and Pinterest until you’ve mastered consistency on your primary platform,” she says.
Find a balance. Cristina Garcia, founder of The Social Hour in Austin, Texas, and The Scout Guide Austin social media contributor, shares that in the social media industry, finding a balance between authenticity and produced/aspirational content is crucial for building a strong online presence. “Authenticity allows individuals or brands to connect with their audience on a personal level, while produced content can show a level of professionalism that is important for certain businesses,” she explains. Garcia recommends trying iPhone-grade videos for stories, reels, or TikTok as a way to show personality and focusing on more curated, professional images for grid posts. “Balancing the two allows for a more well-rounded and relatable online presence that can attract and retain a wider audience,” she adds.
Post, and post some more. Even if social media is your sole focus (which for a lot of us, it’s not), posting on your Instagram feed once a day can feel like a lot. Rather than posting every day, Garcia suggests trying out a four times a week cadence so as to not bombard your audience with content. “I like to recommend doing what you can, rather than bending yourself backwards to fit an algorithm,” Garcia explains. Some other pro tips she shares include avoiding posting on the hour or half hour, to ensure your content is not being buried by other accounts scheduled posts, as well as considering taking a short social media hiatus if your account is not performing well.
Know what your audience wants. When it comes to the various ways to deliver content on Instagram, there is no one size fits all solution, McKinstrie says. “Whether you focus on static posts, reels, or stories, really depends on your audience and what type of content they enjoy consuming the most,” she explains. “If your carousel and static posts get more engagement than your reels it could be that your audience prefers photos and graphics.” Experimenting and noting what seems to garner the most engagement is your best bet and McKinstrie advises leaning into, and doubling down on whatever content vehicle seems to be preferred by your followers.
A time for trends. Peterson Wellford, fitness professional, content creator, and real estate agent at The FIRM in Memphis, Tennessee, loves a social media trend as much as the next guy but shares a warning to those looking to jump on a bandwagon. “Trends are great and can be so fun, but first and foremost, make sure to keep your own personal branding alive,” he says. Wellford suggests doing this by putting your own spin on trending or viral content. “People will notice and appreciate that you brought something unique to their feed,” he adds.
Be YOU. What’s hot right now in the world of social media? YOU are. Gone are the days of perfectly curated content that creates unattainable goals or standards for viewers. Perfection now reads as inauthentic. Gay emphasizes the importance of showing personality over aesthetics. “People follow accounts because they like getting a glimpse of others’ real lives,” she explains. “While aspirational content has its place, too much of it makes you (or your business) seem out of touch with reality.” This is great news, because who’s better at being you, than you?!
Feature photo by Emily Jean Rosser. TSG Tip 457 from Avery Wagner, founder and CEO of Wagner Perspective in Tucson, Arizona; Shannon McKinstrie, founder of Boutique Social in Cary, North Carolina; Alyssa Gay, founder and chief storyteller at AG Creative in Sarasota, Florida; Cristina Garcia, founder of The Social Hour in Austin, Texas, and The Scout Guide Austin social media contributor; Peterson Wellford, fitness professional, content creator, and real estate agent at The FIRM in Memphis, Tennessee. Wagner Perspective appears in The Scout Guide Tucson & Southern Arizona. Boutique Social appears in The Scout Guide Alexandria. AG Creative appears in The Scout Guide Sarasota, Anna Maria Island to Boca Grande. The Social Hour appears in The Scout Guide Austin. Peterson Wellford, The FIRM appears in The Scout Guide Memphis.
