At this point, it seems as though social media algorithms change every six months. In reality, algorithms are learning and adapting daily, but policy changes that can impact your business certainly happen quicker than you may react to it!
Acara’s digital marketing specialists stay abreast of regular changes in order to maximize the value and results of clients’ digital presence. Here are a few suggestions to consider when adapting to digital changes:
Medspas are increasingly attractive to younger audiences. Since younger demographics are more active on Instagram, we’ve noticed that clients’ Instagram pages generally have much higher engagement levels than Facebook. The nature of Instagram itself creates more chances for engagement since visuals are the main form of content. “Photo dumps,” blogs/influencers and eye-catching images (like before and afters) perform much better on Instagram than Facebook, which has become more informationally driven. The team has even seen a shift in Facebook usage where it’s becoming more of a search engine, similar to Google. Because links are hyperlinked on Facebook, long-form informational content like blogs and articles are better suited for the platform. Long-form content aligns with Facebook Pages’ new ‘News Feed’ that makes it easier for pages to interact with their followers.
New changes to social algorithms have changed the ranking of different types of engagement. Likes are no longer the highest-ranked action a user can take on a post. Because of this, we’ve shifted to prioritizing interactive content that maximizes the number of engagements per user. Examples of this include calls to action for a combination of likes and shares, likes and comments, shares and tag X number of friends for giveaways. The ultimate form of engagement? “Save this post” for later. When followers bookmark your page or save educational content for future use, Facebook and Instagram rank your page authority and credibility much higher than competitors’.
Traditionally, businesses have been able to gauge page support on Facebook through page followers and page likes. However, that’s no longer the case. Facebook is getting rid of page likes, making page followers the new metric to measure popularity with fans and those who are actively receiving page updates. What does this mean for Facebook ads? Well, it means that ads created to increase page likes are a retired feature – and there’s no substitution for ads that increase page followers. Facebook ad campaigns now focus on reach, engagement and frequency.
Your focus should be on building an engaged audience and retargeting them to drive continued business via social media ads. We’ve shifted ad content to focus on general awareness and first-time offers for new clients. When looking at ad data, we can see who a client has successfully reached with those campaigns and retarget them with other seasonal campaigns. Here is where digital marketing begins to overlap with social media marketing. Social media and SEM strategy should cohesively align such that social ads and Pay-Per-Click campaigns work together to drive lead generation. Combining these marketing efforts has significantly increased conversion opportunities and maximized the impact of digital marketing efforts. This collaboration maximizes client results.
Acara Partners knows the importance of social media and digital marketing. Our team creates social and SEM campaigns that produce optimized results that continue to grow clients’ businesses. We understand that it’s not easy for practices to plan, create and manage digital campaigns in addition to overseeing the day-to-day activities of their practices. That’s where we come in. Our team is highly specialized in social media and digital marketing for medspa and aesthetic practices, relieving clients of the burden of managing it all. If you want to take your practice’s social media and digital effort to the next level, get in touch with the Acara team here.