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Social media marketing myths and how to avoid them

Posted on 5th April, 2019 by Gavin OCallaghan

Social Media

Just because you have thousands of followers on your personal social media accounts doesn’t mean that you know what is going to work from a business point of view. In this article, we’ll take a look at some common social media myths and what you need to know to avoid them. So, grab a coffee or tea, sit back and let’s dive in and learn how you should be marketing your business on social media.

Myth 1 – The more you post the better

Did you know that posting less frequently has been proven to be better for businesses, especially those with fewer than 10,000 followers? And, while posting more can boost your engagement levels on your personal feeds, doing the same on your business accounts will generally lead to a drop-off and could lead to driving off potential customers. Business posts should be insightful, carefully considered and targeted towards engagement.

For businesses on Facebook you should be posting a maximum of once per day, while those with smaller followings (1000 or fewer) will benefit from 2 – 3 times a week. Posting too frequently can come across as spammy, particularly if the only content you ever post is self-promotional. Keep the content you post varied and use the less is more rule.

Myth 2 – You should be using all social media platforms

Another common myth is that your business should be using all the available social media channels to reach the maximum number of people, but this really is not a good idea. If you are an accountant, lawyer or IT consultant, then Instagram is probably not the best way to showcase your services and your expertise. While clothing shops, hairdressers and beauty salons are a natural match for Instagram and Facebook.

Picking the right channel for your business is the key to effectively marketing your business on social media. Take the time to understand your customers and their needs and how the content you create could be shared on social media to reach the right audience.

Myth 3 – Posting videos is best for engagement

True, but with a number of caveats. Many businesses think that posting any video is sufficient to increase engagement and boost visibility, but the reality is that videos need to be tailored to your audience in order to improve engagement. A massive 85% of people on Facebook watch videos without their sound on – so if you don’t have captions on your videos then your audience will simply skip down their feed to other videos that do.

Also, when it comes to video length keeping these short will help to improve engagement with 60 seconds or less the target for Facebook and Twitter and just 30 seconds for Instagram. Keep your videos short, use captions and post natively to help improve engagement on social.

Myth 4 – All your followers will see your posts

Unfortunately, this is no longer the case. Social media platforms now organise a user’s feed based on the content that they engage and interact with. So, a user who regularly likes, comments or reacts to your posts will be much more likely to see your posts than someone who has never engaged with your content. If you want to get more visibility, then you really need to make your content focused on your customers to ensure it sparks engagement.

To enhance your likelihood of appearing in the feeds of your followers you should: post native content e.g. a video posted directly on Facebook will be more likely to show up then a link to a YouTube video, join groups and communities and post relevant content for that group, post at a time of day when your audience is active.


There are many things you can do to improve your social media marketing and one of the biggest improvements you can make is to think about your audience and their needs. Take time to assess your audience and work out what content appeals to them in order to create content that resonates. Engage with your followers and build up an online community as this will help you reach new people and grow your business.

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