Jab, Jab, Jab, Right Hook

1. Social media marketing requires native content and context

Content is king, context is God, and then there's effort.

Native content is key. To succeed on social media, brands must create content that fits naturally on each platform, respecting its unique language, culture, and user expectations. This means understanding the nuances of each network and adapting your storytelling approach accordingly.

Context matters tremendously. Beyond just creating platform-appropriate content, marketers must consider the broader context of when and how users engage with social media. This includes factors like:

• Time of day
• Current events and trending topics
• Cultural moments and zeitgeist
• User mindset and intent on different platforms

By aligning content with context, brands can create more relevant, timely, and impactful social media experiences that resonate with their audience.

2. Jab, jab, jab, right hook: Give value before asking for sales

Jab, jab, jab, right hook!

Build relationships first. The "jab, jab, jab, right hook" strategy emphasizes providing value to your audience consistently before making any sales pitches. Jabs are pieces of content that entertain, inform, or emotionally connect with users. Right hooks are calls-to-action that drive sales or conversions.

Balance is crucial. The ideal ratio is roughly:

• 75-80% jabs: Valuable, non-promotional content
• 20-25% right hooks: Sales-oriented messages

By following this approach, brands can:

• Build trust and goodwill with their audience
• Increase engagement and reach
• Improve receptiveness to promotional content
• Create a more sustainable, long-term social media presence

Remember that even your right hooks should provide value and fit naturally within the platform's context.

3. Facebook: Create engaging, visual content for mobile

From now on, every platform should be treated as a social networking platform.

Mobile-first mindset. With the majority of Facebook users accessing the platform via mobile devices, all content must be optimized for small screens. This means:

• Eye-catching visuals that work well on mobile
• Short, punchy copy that's easy to read on the go
• Clear calls-to-action optimized for touch interfaces

Leverage Facebook's features. To maximize engagement and reach, utilize Facebook-specific tools:

• Native video uploads
• Facebook Live streaming
• Carousel ads for multiple images/products
• Custom audiences for targeted advertising

Quality over quantity. Facebook's algorithm prioritizes content that generates meaningful interactions. Focus on creating fewer, higher-quality posts that encourage comments, shares, and genuine engagement rather than a high volume of low-impact updates.

4. Twitter: Listen, engage, and ride cultural trends

Twitter primarily rewards people who listen and give, not those who ask and take.

Real-time engagement. Twitter's fast-paced nature requires brands to be active listeners and swift responders. Engage authentically with users by:

• Replying to mentions and relevant conversations
• Retweeting and commenting on user-generated content
• Addressing customer service issues promptly

Leverage trending topics. Stay relevant by connecting your brand to current events and popular hashtags:

• Use Twitter's trending topics to identify opportunities
• Create timely content that ties into broader conversations
• Participate in Twitter chats and live events

Concise storytelling. With limited characters, focus on:

• Punchy, attention-grabbing headlines
• Compelling visuals (images, GIFs, short videos)
• Clear calls-to-action with shortened links

Remember to maintain your brand voice while adapting to Twitter's more casual, conversational tone.

5. Pinterest: Feed aspirations and enable discovery

Pinterest produces four times the revenue-per-click of Twitter.

Visual inspiration. Pinterest is a platform for aspirational content. Create and curate visually appealing images that showcase your products or services in idealized settings. Focus on:

• High-quality, professional photography
• Infographics and how-to guides
• Mood boards and style collections

Optimize for search and discovery. Pinterest functions as a visual search engine. Improve your content's visibility by:

• Using relevant, specific keywords in pin descriptions
• Creating boards with clear, searchable titles
• Utilizing Rich Pins to include extra information (e.g., product details, recipes)

Enable easy purchasing. Make it simple for users to move from inspiration to action:

• Include prices on product pins
• Use "Buy It" buttons for direct purchases
• Create boards that showcase full product collections or rooms

By tapping into users' aspirations and making discovery seamless, brands can effectively drive traffic and sales through Pinterest.

6. Instagram: Post artistic, branded visuals with hashtags

Instagram is eye candy, so every pin must be visually compelling.

Elevate your brand aesthetics. Instagram users expect high-quality, visually striking content. Focus on:

• Professional-quality photography or graphic design
• Consistent visual style that reflects your brand identity
• Creative use of Instagram's built-in filters and editing tools

Leverage hashtags strategically. Hashtags are crucial for discovery on Instagram. Use them to:

• Increase visibility in relevant searches
• Participate in trending conversations
• Create branded hashtags for campaigns or user-generated content

Engage through Stories and Reels. Utilize Instagram's video features to:

• Share behind-the-scenes content
• Showcase products in action
• Run time-limited promotions or contests

Remember to maintain a balance between polished, curated content and more authentic, real-time posts to keep your audience engaged.

7. Tumblr: Showcase your brand through customized themes and GIFs

Tumblr gives you complete artistic control.

Customize your presence. Tumblr offers unparalleled flexibility in design. Use this to:

• Create a unique, branded look for your Tumblr page
• Showcase your products or services in creative ways
• Experiment with different content formats (text, images, GIFs, videos)

Embrace GIF culture. Animated GIFs are a Tumblr staple. Leverage them to:

• Tell short, looping stories about your brand
• Showcase product features or use cases
• Create shareable, emotion-driven content

Tap into niche communities. Tumblr hosts many passionate, niche fandoms. Engage with these communities by:

• Creating content that speaks to specific interests
• Reblogging and interacting with user-generated content
• Participating in Tumblr-specific memes and trends

By embracing Tumblr's unique culture and customization options, brands can create a distinctive presence that resonates with the platform's creative, often younger user base.

8. Emerging platforms: Adapt quickly to new social networks

Whatever isn't a social experience now soon will be.

Stay ahead of the curve. New social platforms emerge regularly. To capitalize on these opportunities:

• Monitor tech news and trends for up-and-coming networks
• Create accounts early to secure your brand name
• Experiment with content on new platforms before competitors

Understand platform-specific features. Each new network offers unique capabilities:

• Snapchat: Ephemeral content and augmented reality filters
• TikTok: Short-form video and viral challenges
• Clubhouse: Audio-based discussions and networking

Adapt your strategy. Be prepared to:

• Modify your content for new formats (e.g., vertical video, voice-only)
• Engage with users in platform-specific ways
• Allocate resources to test and learn on emerging networks

By being an early adopter and quickly adapting to new platforms, brands can establish a strong presence and gain a competitive advantage.

9. Consistent effort is crucial for social media success

No matter what Facebook does, ultimately, it's the content that matters.

Commitment is key. Social media success requires ongoing effort:

• Post consistently across all platforms
• Engage with your audience daily
• Monitor trends and adjust your strategy accordingly

Quality and quantity. Balance the need for regular content with maintaining high standards:

• Create a content calendar to plan ahead
• Repurpose content across platforms, adapting for each network
• Invest in tools and resources to streamline your workflow

Measure and iterate. Continuously improve your social media performance:

• Track key metrics for each platform (engagement, reach, conversions)
• A/B test different content types and posting times
• Analyze competitor strategies for insights

Remember that social media is a long-term investment. Consistent effort over time builds brand awareness, customer loyalty, and ultimately drives business results.

Last updated: July 21, 2024