Online With Intention: A Content Producer's Guide to Social Media

By

Kyle D. Green

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We live in a digital age—one ruled by algorithms, content, and A.I. It is no longer about whether you are using social media, but how effectively you are using it that makes or breaks a strategy. In the past five years, digital marketing has accounted for most of the way businesses advertise themselves gaining visibility, attracting customers, building rapport with followers, and engaging audiences of different demographics across multiple platforms.

For small business owners, this can be challenging—not because they don’t offer what people want, but because they are competing not only with similar businesses, but also with short-form, attention-grabbing content and countless creators all fighting for the same limited attention.

For anyone, social media is not just about making a post or video and treating it as a “you just have to get out there” approach. It is about using social media with intention and purpose. Social media platforms rely on an unconscious, highly intelligent, and sometimes unforgiving entity we often don’t fully understand due to behind-the-scenes coding—the great and powerful algorithm.

Algorithms push videos, posts, and accounts onto people’s feeds and “For You” pages, and that experience is often like speed dating on steroids. You have only seconds to introduce yourself before users move on to the next video or piece of content.

As a small business, you are trying to show that you are credible, cool, and worth buying from. To do this, a business must develop a three-point strategy to grab, maintain, and keep the attention of its target market—and ultimately get people through the front door (even if that door is online). This can be challenging, but not impossible.

The first step is to research the platform and get a feel for how its algorithm works. Don’t over think it. Look at which demographic uses the platform the most and how your target market engages with thatcontent—both generally and specifically, especially on each platform. It is best to have an overall target market as well as platform-specific target markets for each social media platform you use. What works on one platform will not necessarily work on another. Because of this, create content that works best for the specific platform you are using—content that is unique to that platform while still remaining consistent across platforms in its own way. At minimum, it should clearly convey the who, why, and where. Don’t just make one video and spread it across every platform if your goal is to maximize customers. Each platform’s audience processes information differently, and they may not understand the who, why, and where as quickly as users on another platform. The key is conveying the same message in different ways that resonate with each platform’s target audience.

For example, a barbershop setting up accounts on Facebook, Instagram, and TikTok would need to diversify its content for each platform. These platforms attract different age groups, and one video would not effectively speak to all of them. On Facebook, the content might emphasize nostalgia—what barbershops felt like in the 1970s and their role in the community. On Instagram, the focus might be on how looking sharp makes a difference in job interviews and building a legacy. On TikTok, the emphasis could be on modern culture, trends, and fitting into today’s idea of “cool.”

Each approach is different, but they all accomplish the same goal: answering the who, why, and where. Who they are—the name of the shop and the people who work there. Why customers should choose them for their next haircut. And where they are located.

Once this is figured out, strive to develop an advertising budget. If you are low on funds, start organically—but don’t let that be your only strategy. Paid advertising is an investment. It allows you to reach more viewers, gain new followers, and attract new customers. Again, this only works if the content is high quality and appropriate for the platform. Always leverage your existing network to help push your content and get the algorithm to notice you.

Don’t bug people, but ask them to share with their friends or followers. This organic sharing helps signal to the algorithm that your content is worth spreading. Next, avoid posting the same thing repeatedly over long periods of time. Keep your content fresh. Seeing the same content over and over can frustrate people, causing them to ignore it entirely. Even if the core message stays the same, find new ways to grab attention. People often need to see something multiple times, over time, and in different formats before it truly sticks—so keep your content fluid and timing is everything, don't post the the wrong times or your target market may never see your content. Lastly, use hashtags properly. Don’t overuse them, but make your content searchable and discoverable so it appears when people are looking for related topics. This helps gain attention without being pushy—it should feel like a pleasant surprise, like, “Oh dang, what’s this?” Avoid trying to game the algorithm by using irrelevant or misleading hashtags. Keep them relevant, short, and intentional.

When applied consistently and thoughtfully, these principles can support long-term growth and success online.

 ~   Kyle D. Green

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