Why Do My Social Media Campaigns Fail So Miserably? This question was prompted by the terrible movie “Truth or Dare,” by Universal Studios. Spoiler alert – at the end of the movie, a character releases a curse on the planet by asking people a Truth or Dare question on YouTube. As the movie ends, you see the video being watched in the USA, Britain, China, and so forth, thereby cursing the world.
Yet, in real life, her video would have gotten two views, both probably from herself and her mother, and the world would have been safe. This scene prompted the question, how come unpaid social media campaigns gain so little traction? Why is social media marketing so difficult if you are not paying for it?
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Reason 1 – The Answer is in the Question
Social media networks, from YouTube and Facebook, all the way down to whoever is left on Twitter, are built to make companies spend money on advertising. It is in their interest to make sure your social media campaigns go as poorly as possible unless you are paying them money.
Take Facebook for example. Haven’t you noticed how your product/business fan page is woefully difficult to promote until you pay to “Boost” a post, at which point your reach and popularity seems to flow as easily as oil down a freshly cooked pork joint. The first and most obvious reason why your social media campaigns gain so little traction is that the platforms want you to pay.
Reason 2 – It is an Interest-for-Interest Based System
If you want to generate interest in your posts, then you want the social media networks to show your posts near the top of searches, and you want your posts to appear in suggested post features, and in timelines.
You might also like our free guide: Goal-Driven Social Media Marketing Plan
Yet, if your posts do not already gain traction and interest, then you will not be suggested or featured on the social media networks. In other words, to generate interest, you already need to have a lot of people interested in your content. Again, this suggests you have to pay your way to success.
Reason 3 – Any Promotional Content is an Immediate Turn Off
Let’s say you want to master Instagram and you are finally generating interest in your posts and your profile. Then, you show one of your Instagram models with one of your products, or you present a post that’s only function is to act as an advert. Suddenly, user interest drops off, “Likes” stop flowing, and people stop following. People are so used to ads, in all their secret and hidden forms, that they will actively work to avoid them, which includes unsubscribing, unfollowing and so forth. This affects your social media campaigns in a negative way.
Reason 4 – You Do Not Understand the Dynamics of the Social Media System
Just like how you had to learn and understand financial technology before being able to complete your accounts correctly, you also need to master each social media platform if you wish to move forwards. Sadly, learning how each social media platform works will not help you get ahead on social media, but it will help you avoid common pitfalls.
For example, if you are running a live session on YouTube, then you need another computer (preferably with VPN) to check to see if your live stream is being suggested for both subscribed and unsubscribed people. If it is not, you need to apologize to your listeners and restart your live stream.
Otherwise, the coverage and traction you receive will be far less than if you are on the first page of the Google suggestions, and if live stream notifications are not going out. Yet, if you didn’t know about this little YouTube quirk, then you may have several encounters where some of your YouTube live streams gain very few new viewers and have very poor viewing and retention numbers.
Final Thought – Is There a Way Out of This Social Media Quagmire?
The first thing you should do is stop wasting your time on Twitter unless you are willing to sell your car to pay for the required convertible views. If you are genuinely using Twitter and are receiving paying customers from it without having to pay massive affiliate fees, then write a book because you are one-off. Do not be fooled by your Twitter view and follower numbers as part of your social media campaign metrics and ask yourself how many of those people are actually moving from Twitter and making purchases on your website.
The second thing you need to do is grow your experience within your social media platform of your choice. Over time, you will learn things like its quirks and what works and make appropriate adjustments to your social media campaigns. Just remember that views and followers are only valuable if they are moving from your platform and onto your website to make purchases (i.e. if they are not generating income, then you are still doing it wrong).
Thirdly, though it is frustrating having created brilliant and fantastic posts, only to have them ignored by social media, do not lose heart. Wait six months and then delete the post, and then wait another six months and post it again. This recycling strategy works well in social media campaigns as your following grows, and you will notice your recycled posts suddenly gaining traction.
The only place where this doesn’t work as well is with YouTube. In that case, you should put your old videos into new playlists to try to re-ignite a little interest as your following grows. Pulling down YouTube videos and re-posting them months later is a strategy YouTube is aware of and their algorithm doesn’t reward you for it.