6 TIPS FOR RIDING THE SOCIAL MEDIA CHANGE

Imagine waking up tomorrow morning to find that Instagram is gone. What would you do?

Many of the nearly 26 million users in Italy would be in trouble and have real business problems to deal with. Let me reassure you, Instagram is not disappearing, but it is radically changing its skin to the point that it has incurred the wrath of so many people that they have decided to launch a petition to make Instagram what it used to be again.

If you are among the 40 percent of Italians who use Instagram, you may have noticed that the social network that was born for sharing photographs seems overrun with videos and that the content it offers you no longer mirrors the accounts you follow but is governed by an algorithm beyond our control. Sponsored posts are getting more and more Reels (short videos) from unfollowed accounts are being recommended. This new version of Instagram looks more and more like TikTok: a new layout, inspired by that of the competitor, dark mode (so black background), full-screen video, and scrolling no longer infinite but element-by-element, just like TikTok.

For companies today, Instagram continues to be the main platform with which to communicate and through which to influence and sell their products and services, even in the case of B2B companies. So it is to be considered purely a cliché to think that-just in this area-socials such as Instagram and TikTok cannot lead to concrete results. While the social networks deemed most “suitable” for representing the corporate image include LinkedIn and Facebook-because they are more institutional-the two most popular platforms for Millennials e Generation Z may instead be an interesting showcase of visual storytelling to materialize the sales stage on the website or through more traditional channels. A strong stance against their use could deprive the company of real opportunities to broaden its audience and find new customers.

I therefore suggest opening an account on TikTok as soon as possible to make sure you have your company name and become familiar with the application and its rules. Social media change quickly and often unpredictably; the challenge is to ride the moment and adapt quickly to new developments without fear of making mistakes and especially without waiting until you have the perfect content.

The logics are very different from traditional media where everything has to be perfect. A commercial or billboard is created to remain in the eyes of millions of people for several days, at huge production costs. On social, content is consumed in a flash, often with great superficiality, and it only takes a few minutes to create.

2 – Being on point

One piece of advice from me is to share news from your industry, comment on it respecting the brand’s tone of voice and not being afraid to voice your opinion; copy and paste never appealed to anyone.

3 – Exalting one’s own point of view

Telling what goes on behind the scenes at one’s company might seem obvious and obvious, but for the uninitiated it is an interesting and engaging stimulus.

4 – Telling the story of your company

Telling the story of the company’s beginnings and how it got started in its industry helps not only to create a bond with its customers, but also to build customer loyalty. What were the difficulties, what was learned and what has changed: No matter what platform you use, whether it is Instagram or a newsletter, a good story always works.

“Entertainment” social media is the ideal place to tell the company’s story and mission using more compelling, candid, and sincere language-an opportunity to also attract the attention of other companies and customers who identify with your company’s values.

Often online, companies use an institutional, cold, impersonal tone; takeovers are a great way to get employees talking by telling their points of view. The “human factor” online is always a winner. Putting your face on social works better than technically perfect videos and photos.

5 – The 3 C’s rule

No, I am not talking about diamonds, but about Constancy, Content, and Consistency.

• Post often, at least 4 times a week for 2 months
• Share interesting, fun, thought-provoking information,
• Stay true to the brand and consistent with its values. Uniqueness is an added value

Do not be afraid to express your point of view.

6 – Interacting

Having planned the strategy and published the first content, it is important to interact with other brands, but especially with users. Ask them what they think and always answer questions. Instagram may not be as professional as LinkedIn, but using specific hashtags and studied captioning can create interesting connections to develop engagement.

Social media are by definition tools created for socializing, chatting, and exchanging opinions. Being self-referential and monologuing does not work online.

Everything digital is constantly evolving, online those who are curious and open to change win, there is no right or wrong, it is a continuous test full of exchange and stimulation.

We users decide what works, and it is through constant and varied use that we will become better at communicating.

Instagram or TikTok…who wins the confrontation?

Again, there is no right or wrong answer, every company has its customers, potential customers, employees and partner companies, so the important thing is to diversify your content and be present and consistent according to your target audience. The basis is always a work of strategy and planning.

Mariachiara Zanin