5 Social Media Mistakes That Entertainment Companies Should Avoid
The growing popularity of social media has not gone unnoticed by marketers in terms of business promotion activities. SMM has become an integral part of the marketing strategy, as platforms are evolving and opening up great opportunities for advertising and introducing the audience to a new product.Â
In this case, it does not matter what is the company’s field of activity – whether it sells food or provides entertainment services. Experienced marketers make a detailed action plan that includes general and business-specific points, and the effectiveness of SMM depends on their competent implementation.
Advantages and disadvantages of social media marketing
Subject to proper planning of a strategy, it is important to consider the pros and cons of the event, as not every type of business is suitable for this type of marketing. The advantages of SMM include:
- content does not look like annoying advertising, and therefore generates more trust;
- it is possible to reach an audience from different regions and countries without loss of conversion;
- delivery of information to target audience by categorizing it;
- fast response and interaction with users enable a company to adjust the direction of the advertising campaign.
There are a number of disadvantages to be aware of:
- it is a long-term job with no guarantees;
- constant activity is required to maintain feedback;
- long work to build reputation, which can collapse at a moment’s notice;
- it is impossible to calculate the exact amount of the budget.
Tools for promotion in social networks
For SMM to show its effectiveness, you should not neglect proven approaches that enable you to strengthen your marketing strategy:
- Cooperation with bloggers, streamers – for example, for the promotion of online casinos, video with a review of the slots will be relevant;
- Promotional offers, bonuses – such posts draw attention in the first place;
- Community management – prompt feedback is necessary to maintain the interest of the audience.
Using these and other tools can help increase brand awareness and gain audience loyalty.
Five major mistakes to avoid when promoting an entertainment company
Many companies make the same mistakes that nullify all effectiveness and expectations from Internet marketing. To avoid them, it is important to understand the details. Let’s look at five major omissions using online casinos as an example:
1. Audience analysis.
Before making a detailed plan of action, you should conduct a thorough analysis of market trends, recent changes, and innovations. You can observe your competitors, their posts, which categories of users are regular commenters. It is important to pay attention to the time of activity, so that the post will be noticed immediately, and not get lost among others. Users of online casinos are often more active in the evening and at night, and if there is no possibility to post new material at that time, you can use the auto-posting services, which will publish posts at a given time that you set.
Another important point is the choice of social networks. There is no need to use every resource. Once you have identified your target audience, it is worth thinking about what websites they “live” on. For example, young people prefer Facebook and Instagram, while the older generation likes Twitter and LinkedIn.Â
2. Same content on all platforms.
In an attempt to cover as many social networks as possible, it is impossible to pay proper attention to each individual platform. The result is uninteresting, monotonous content, infrequent communication with the users, and, as a result, a loss of visitors. You should not stamp out the same posts on several platforms, each publication should be unique, addressing the issues of a particular audience.Â
The mechanical actions are immediately sensed by users, so it is important to post a variety of information on each individual platform. For example, to post streamings and videos of new online slots on YouTube, to discuss gambling problems and their solutions in blogs, to publish relevant advertising campaigns on Facebook, short humorous videos will be better received on Instagram.
3. Expecting quick results.
SMM is indirect advertising and is part of an overall marketing strategy. Therefore, you should not expect a rapid increase in the number of users on the platform being advertised, because it is a long and painstaking job. Much depends on the implementation of the plan, the proper presentation of information, activity, attracting the target audience.Â
It often happens that, not having received a quick result, the campaign is canceled before time, which would be a mistake. You need to be ready to adjust your actions and change your strategy in order to have an effective promotion.
4. Boring content, lack of a unique feature.
To stand out in a highly competitive environment, it is important to post dynamic content on a regular basis. Not only should it contain useful information, but you can also use humorous rhetoric, as well as emoticons and memes. According to eMarketer, more than 60% of marketers create at least one piece of content every day. It’s a stimulus to action, you can’t fall behind, you have to constantly refresh your publications.
But that’s not all – one of the challenges is to create content that will be relevant after a long time. It’s called “evergreen,” and includes recommendations, reviews, and tutorials.
5. Continuous silence, lack of communication with the user.
This can be a consequence of mistake #2 when there is not enough time and energy to publish on multiple platforms. Without getting feedback, visitors leave and look for more live content and answers to their questions. Take an interest in your subscribers’ problems and successes, ask questions that will encourage contact, or act as an expert and post topical recommendations.
At the same time, don’t try to please absolutely everyone; focus on the main concept so as not to disperse attention. And don’t chase the likes, they are still not equal to a large number of fans.
It is necessary to maintain a balance between advertising and communication so that the posts do not become a mere call to action and at the same time, are not purely entertaining that lack focus on the scope of the company’s activities.