3 Social Media Fails

How is your social media marketing going? Here are three ways I am seeing a lot of businesses miss the mark.

Up Your Insta Hashtag Game

Hashtags are a key way that Instagram users find content and engage with trending topics. As an important way for Instagram users to discover your brand, hashtags are a necessary component of your strategy on the platform.

You need an Instagram strategy and, within that strategy, you need a hashtag approach. Here’s how to get there.

Research Trending Topics with Your Target Audience

You need to know which topics and hashtags are trending with your target audience. Identify topics that are of highest interest to your audience. Narrow to the conversations that are most relevant to your brand.

You may find that different hashtags are best for subsets of your audience.  Consider different hashtag strategies for each of these sub-targets so that they see your content.

Plan for Quality Over Volume

Instagram algorithmically selects posts to reveal within a hashtag based on recency and quality. Users can also downvote posts. This can get you in trouble in the platform if you use a ton of hashtags that really aren’t applicable.

Focus your strategy around consistent posting of relevant content using hashtags that are meaningful to your target audience.

Draw from Experience

Look at the social content that has performed best for you and the hashtags used in that content. Put together a content calendar based around events, interests, and seasonal topics of interest to your audience.


Understanding Gen X

If you want to reach people born 1964-1982, you need to know about the profile of Generation X. A comprehensive report based on GlobalWebIndex’s research with a global sample size of 94,314 gives you lots to consider.

Most Gen Xers are busy professionals, have families, and have great spending power. Their online activities are more driven by purpose and intent than casual browsing.

Meet Gen X:

  • More likely to be getting online via a smartphone than a PC/laptop
  • Moving with digital trends, just as Millennials and Gen Z are
  • Spend almost 2 hours a day on social media and the majority have a Facebook account
  • Purposeful in how they use social media, using it to keep-up-to-date with the news and find products to buy
  • Price-conscious discounts and rewards are important in encouraging them to buy

Gen X Favors Smartphones 

PCs, laptops and tablets capture the biggest share (56%) of Gen Xers daily time online, but mobiles have made great headway in becoming the go-to device for this generation, who are slowly becoming just as attached as Millennials.

Digital Natives, Too

The myth is that unlike younger consumers, Generation X aren’t digital natives. In reality, they’re a highly engaged audience, drawn to meaningful and purposeful interactions online.

Purchase on Mobile

Gen X have been a key force in mobile eCommerce. Almost three quarters have made a purchase online from a mobile device.

Important Audience

Marketers and communicators need to understand the needs of Gen Xers without excessive generalization, tailoring brand message and strategy accordingly. Gen X’s return and interaction is potentially more rewarding than any other current generation. Get the full report.