It’s common for brands to get caught up in numbers on social media. There’s a misconception that more likes equate to more sales. 

The Myth of Metrics

There’s more to analyzing social media metrics than follower count, likes, and shares. What brands really need are conversions. But what’s considered a realistic conversion rate, and how do you reach that goal?

Converting Likes to Sales

Honestly, the goal of your brand’s social media may be multi-faceted. Perhaps you just want to show a voice and personality to your brand. Maybe you use it to share product releases or to host live Q&A videos with followers. Or, maybe social media is your main source of lead generation and you need engagement to convert to sales.

Whatever your reason for using social media platforms, be sure you’re focusing on the right numbers.

What’s Considered a Conversion

A conversion is defined as an action taken by one of your followers. Your call-to-action may be to make a purchase, sign up for a newsletter, visit your website, or even just add an item to your cart. You get to decide what your goal is, and Gravitate can help you make it happen with a customized marketing plan.

Did you know that a good conversion rate is considered anything between 2 and 5%? Here’s what that might look like:

  • For every 1,000 followers, you aim for at least 20 conversions (in a given time period)

In a way, it seems like a much easier goal to meet than some realize. On the flip side, it can be frustrating to continually generate content and not quite hit that 2% conversion rate. 

Focus on Your Target Demographic

It’s tempting to create content in an attempt to appeal to everyone. But, going viral shouldn’t be the goal of your social media if you’re trying to make sales. When you focus instead on your niche, you can create more meaningful content and engagement without spreading yourself too thin.

You may have 10,000 followers, but not all of them are your target audience. While it’s good to have their engagement, you don’t need to stress if you’re not getting 2% conversions from 10,000 Instagram followers. 

Experiment with creating content for various platforms. Refer to your analytics to see which type gets the most engagement – Instagram posts, Facebook lives, TikTok videos… whatever it is, make sure it’s worth the time, effort, and money you’re putting into it. If something is underperforming, don’t be afraid to shift gears and try a different strategy.

Use the Right Platform

It can involve some trial and error to determine the best social media platform for your brand. In 2022, consumer data surprisingly reports most people are on YouTube compared to any other platform. This doesn’t mean, however, that it’s the best place to focus your advertising. Let’s take a closer look at how the platforms rank when it comes to marketing:

Used by Brands in 2022 for Marketing

  • Facebook
  • Instagram
  • LinkedIn
  • YouTube
  • Twitter
  • TikTok
  • Snapchat

And here’s how platforms rank when it comes to usage in the US (i.e. where are users spending most of their time):

  • YouTube
  • Facebook
  • Instagram
  • Pinterest
  • LinkedIn
  • Snapchat
  • Twitter
  • WhatsApp
  • TikTok
  • Reddit
  • Nextdoor

So, how do you decide where to advertise for your brand? It will largely depend on who your target audience is. Most Facebook users are between the ages of 25-34, whereas on Instagram users range from 18-34 years of age. If you want to see more conversions, be sure you’re using the same platform as your target demographic.

Here’s a look at who’s using some of the other platforms:

  • Twitter – ages 25-49
  • LinkedIn – ages 46-55
  • TikTok – ages 10-19
  • Snapchat – ages 13-17, and ages 25-34

Analyzing your analytics should tell you who’s viewing your content and who’s actually converting so you can fine-tune your marketing strategy for the right platform.

Turning Engagement into Conversions

Many brands find that organic content helps create meaningful engagement, but it doesn’t always convert to action. This may be because the content isn’t lost in the sea of other posts on social media.

Using paid ads is a way to boost how many people see your content, which can lead to an increase in conversions. We’ve shared it before, but HERE is a reminder that digital marketing takes time to garner results. You could be doing everything right, but it could take months before your efforts pay off.

If you have questions about implementing a digital marketing strategy, Gravite is here to help. Let us know what your goals are, and we can work on a plan to get your content seen by the right eyes.