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Brands need to understand that merely existing in any online space is not enough for their marketing strategy. For them to be successful and reach a wider audience, they would have to stay relevant in the virtual world.

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Why do brands need to constantly stay online? How can they achieve that? Every social media user is quite particular about their time and attention. Every day, hundreds of social media posts appear on their feed and they get overwhelmed in the end. As a social media manager working for any brand, you would need to impress them with your message and convince them to hear you out. But you are wondering how you would achieve that, aren’t you? Well, below are the three (3) important components that would help you to become and to stay relevant on social media in 2022.

Be sure to appear in the right places: It is often thought that in order to stay relevant on social media, you would need to post a lot of content on the different social media platforms that exist. That means, you would have to post on Twitter, Facebook, Pinterest, YouTube, TikTok, etc., and then try blogging or podcasting or even starting up engaging conversations on Clubhouse. This is one misconception that is widely spread but when you think of the actuality of it, you will find it exhausting to attain. It is not easy to create content for different channels and to maintain such consistency. Content generation and production, advertisement, social media management, nurturing communities and other activities will eat too deep into your marketing budget. Therefore, you need to know what platform(s) to expend your energy, time and other resources on to start relevant. Be selective of which platforms you want to establish your presence on. Find out what platform your target audience are most likely to spend their time on. In all, get at least three different platforms and start publishing quality content first before signing up on any other platform.

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Publish quality content: After you have selected what social media platform is best for your brand and have figured out the preferences of your clients, the next step to follow is to make purposeful decisions on the kind of posts that you need to publish. You have to make sure that your content possesses value, for, without it, it would be almost impossible for your brand to be relevant. Valuable content could either be engaging and entertaining (e.g. graphics, memes, challenges, behind-the-scenes and video) or they could be educational (e.g. tutorials, helpful tips, ‘how-to’, FAQs and infographics), or even inspirational (e.g. sharing real-life growth stories, inspirational quotes, the projects you plan on executing and the impact your brand is making in the society). Do not publish robotic, overly corporate posts that just read like plain adverts that lack creativity. They will only discourage prospective clients from patronizing your goods and services. You should act like a solution provider to your customers.

The right time for publishing content matters a lot: Since we have looked at the where and the what, it is important that we consider the when component that answers the ‘how’ question. You have to understand that as the year progresses, your clients and customers are going to need solutions to their problems. For this reason, you have to pay attention to the exact time that your content will prove valuable to them. That is to say that your content needs to be ‘in-season’ and should be engaging enough. You cannot afford to miss publishing content that is needed in the time of universal festivities and national celebrations. Create a timeline and stick to it.

In conclusion, for you to stay relevant on social media in 2022, you need to make sure that you are on the right platforms, uploading the right content, at the right time.

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This article was first published on 10th March 2022


Ohia, Ernest Chigaemezu is a writer, editor, and grade teacher based in Jos, Nigeria.

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