Davie Fogarty’s Top 5 (un)popular opinions - #2 Social Media

Oodie founder Davie Fogarty explains the five things you’re getting wrong about social media.

Facebook, Instagram and TikTok all offer incredible opportunities for reaching your target audience, but too many businesses make silly mistakes on these platforms that limit their growth.

If you want to take your social media game to the next level, here are five things to avoid.

Organic social media growth is a great place to start. It allows you to build a community, experiment with content, and test what works—all without spending a cent.

However, relying only on organic reach is a mistake, because organic reach, especially on platforms like Facebook and Instagram, is declining. If you want to grow quickly and reach new audiences, you need to develop a paid ad strategy.

That said, there’s no point burning money on paid ads when you can use your organic content to test what works first.

Does your audience prefer product demos, user-generated content, or more personal, behind-the-scenes videos? Which posts are driving the most engagement through comments, likes, and shares? Once you’ve identified your top-performing organic content, use it as a template for your paid ads.

Taking this approach means you’re not guessing what might work because you already know.

Too many businesses treat every social platform the same, but each one has its own style, audience, and algorithms.

A video that works well on TikTok might flop on Instagram, and a post that crushes it on Instagram could underperform on Facebook. Understanding the nuances of each platform is critical to your success.

• TikTok is trend-driven and rewards fast-paced, funny, and unpolished content. Authentic, raw videos often outperform overly produced ones. Jumping on viral trends, using popular sounds, and incorporating hashtags can boost your visibility.
• Instagram is more polished. Think carefully about visuals—high-quality photos and videos are essential. Make use of Stories for interactive features like polls and Q&A sessions, and don’t forget about Reels, which are increasingly important for organic reach.
• Facebook is perfect for a mix of storytelling and promotional content, but don’t overlook the power of Facebook Groups for building community and driving engagement around your brand.

The key is to tailor your content to fit the platform and its users. Don’t recycle the same content across channels without considering what works best for each one.

If you’re not staying on top of social media trends, you’re missing out on one of the easiest ways to drive engagement. Trends—especially on TikTok and Instagram—can dramatically boost your visibility if you jump on them early.

Whether it’s a viral challenge, a trending hashtag, or a popular sound, these trends are the key to getting your content in front of new eyes. But timing is everything. You need to be ready to act quickly and adapt your content to fit the trend while staying true to your brand.

For example, if unboxing challenges are trending on TikTok, use that as an opportunity to showcase your products. If a certain song or meme is blowing up, incorporate it into your content in a way that makes sense for your brand. The more you can tie your product or service into these trends, the more you’ll benefit from the algorithms that prioritise trending content.

A lot of businesses focus on pushing out content while forgetting that social media is, well, social. Your goal should be more than just selling products—it should be to build a community, because the brands that win on social media are the ones that foster genuine relationships with their audience.

On Instagram, make use of polls, Q&As, and Stories to engage your followers. On Facebook, create a group where your audience can connect with one another. Use TikTok’s comment section to start conversations and build rapport with potential customers. The more you interact with your audience, the more they’ll feel invested in your brand.

Building a community takes time, but it pays off in the long run, because engaged customers are more likely to become repeat buyers and advocates for your brand to their friends and family.

Hopefully by now I’ve convinced you that social media marketing is one of the most powerful tools for growing your small business, but that you need to approach it the right way. Avoid these common mistakes, and you’ll be on track to leveraging its full potential.

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See Davie Fogarty’s other (un)popular opinions on:

• Starting a small business 
• Ecommerce
• Product development
• Marketing

This is general information only and does not constitute financial or legal advice. Seek professional financial and/or legal advice to determine the right outcomes for your business.