Aesthetics are visually appealing attributes that brands often use to attract potential clientele/consumers. In a musical perspective, artists use animated graphics and/or visual imagery in their music videos to have the listener see what he/she hears. Concert venues use unique art, interior design, and lighting to give patrons another reason besides the artists to attend shows. A lot of times people are not necessarily drawn to the music of an artist or location of a venue but rather the magnetism of their senses. This seductive psychological tactic is genius at its finest and should be used by all business owners, regardless of the industry.
When the beauty of aesthetics becomes ugly is when it relates to social media tactics. One of the most aesthetically pleasing attributes for brands and users alike is SEEING an increased amount of followers and likes. For most, an increased user base directly correlates with increased popularity. As a result, many brands will spend a portion of the marketing budget to expand their follower base. However, if the ads are not targeted properly, the brands expose themselves to bots aka fake followers. There inlies the problem. A wide follower base is pointless if your page does not have real users. Real users convert to money spending consumers.
So how do you make it work? Plain and simple: Real User Engagement = ↑ Conversions. Content is the most relevant part of your social media pages. Without it, your brand has no business being on Facebook, Twitter, Instagram, etc. Create interesting content that forces users to stop and engage. Do not give them a choice. How can this be done? Simply by research and relevancy. Take a part of your budget and put it towards post/tweet engagement.
Here’s your task for the day, go to some of your favorite local Facebook & Twitter pages. Look at how many followers/likes they have. Then, look at their content and see how many people are actually interacting with their page. If their posts/tweets have no likes, comments, or shares, then you know, their page is basically the same as having a beautiful store front that is just an empty shell.
A piece of advice, if an agency, consultant, or potential new hire promises to increase your follower base and nothing more, go with someone else. There is a lot more to social media marketing than a massive amount of people liking your page. If you can’t find anyone to candidly explain that to you, contact me personally, here.
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