Have your social media analytics been low lately? Do you feel like you’ve tried everything but nothing is working as well as it used to. Worried you’ve lost your touch?
You’ll be pleased to know you’re not the only one in this position!
The fast paced and ever changing digital landscape, plus the sheer volume of content being published, is contributing to oversaturation on social media, making it even more difficult to reach your target audience in the same ways that you used to.
What is oversaturation on social media?
To put it simply, there are more accounts, posting more often, on more platforms, to an audience that’s constantly consuming content. It’s no wonder that it’s becoming increasingly challenging to break through the noise.
Every minute, millions of posts, videos, and ads are uploaded to social media platforms across the world, creating a super-competitive eco-system.
- The average social media user uses 6 different platforms every month.
- Average human attention spans for screen content have dropped from 2.5 minutes to 45 seconds over the last 9 years
- Brands posted an average of 10 posts per day across networks in 2023.
Why is oversaturation on social media a problem for small businesses?
A 2024 Instagram Study by Metricool shows that reach has plummeted across all content types on Instagram in comparison to 2023 with feed images post reach dropping by an astonishing 65%. Even for the leading type of content, Reels, accounts have seen a huge 40% drop in Reels reach across the board.
Oversaturation could be a contributing factor to this, making it harder to reach new customers and clients which is a very real problem for small businesses who utilise social media as a part of their marketing strategy.
But don’t lose faith – even in this era of oversaturation, there are things you can do to cut through the noise. You just need to change up your approach. So let’s look at what you can do to combat oversaturation on social media and stand out amongst your competitors.
What can small businesses do to combat oversaturation on social media?
In an oversaturated market, audiences are both overwhelmed AND more selective about what they engage with. For small businesses, simply posting content isn’t enough. You need to focus on producing original, authentic content that’s built around your target audience’s preferences.
That’s where having a well informed social media strategy can really help. Using data and research to inform the types of content your audience is interacting with is really the key to success.
I always recommend as part of any strategy to look at the overall landscape of social media too, and in doing this there is one type of content which seems to be having it’s moment… Edutainment content.
Let me Edutain you!
If you’re thinking “What the heck is Edutainment content?” imagine a perfect little love child of education and entertaining posts with a 50/50 genetics split of all their best bits. Edutainment content basically provides information and value in a highly engaging and fun way.
It aims to teach your audience something useful while keeping them engaged through humour, storytelling, or other entertaining elements.
Apple’s infamous 2023 video update on their 2030 Net Zero project, is a great example! They turned a dry, stat-heavy report into a viral video hit.
Edutainment is not a new concept. Yet its popularity is on the rise. Sprout Social’s Q2 2024 Consumer Pulse Survey found that over 65% of audiences rated edutainment as the most entertaining content format.
The approach works because it feeds two fundamental audience appetites: the need to be informed and the need to be entertained. Done well, it can boost engagement, build brand loyalty, and turn less than impressive social stats around.
Check out the latest “edutainment” content craze – “When a Gen Z writes my social media script” for a little inspiration!
Where should I start with creating edutainment content for my business?
The first step is to gain a deep understanding of your target audience. Who are you creating the content for? What are their interests and learning styles? By understanding your audience, you can tailor your content to meet their preferences.
Once you’ve pin pointed your target audience, have a think about the different ways you can present informative content while keeping it engaging.
Here are a few ideas to get your started:
- Leverage emotional storytelling to make content more personal and relatable.
- Using the right level of humour to get your message across.
- Think about incorporating interactive elements such as polls and gamification.
Then, the next step is just to be brave enough to go and give it a try!
If you need some help crafting a killer Social Media Strategy…
We can work together to create a tailor-made strategy to help your business thrive. Let’s talk!
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