In 2012, it was revealed that time spent on mobile devices to access Facebook increased 85 percent, LinkedIn 114 percent, Pinterest 4,225 percent, and Twitter 140 percent. That’s an overwhelming increase. With 46 percent of social media users using their smartphone and 16 percent using their tablets, it’s time to focus our marketing on optimizing social media marketing for mobile users.
Be more thoughtful when posting
According to Socialbakers, Facebook posts get 50 percent of reach and engagement in the first 30 minutes of posting. Think about where your audience is going to be in the hour after you post. Is there a way to inspire engagement or tap into an emotion that you know their experiencing at that time, wherever they are that that moment?
The time of day you post is important. However, focusing on where they are on Earth at certain times of day will help you experiment. Create some calls to action based on their whereabouts and inspire them to engage with that type of information. For example, using Instagram ,a platform where social engagement via mobile is almost 100 percent, would be ideal for this type of marketing. You can market a statement like, “share pictures of what you’re doing now with us and let us know how our products fit into that.”
Add value to the mobile experience
Mobile users don’t like having to go to multiple pages to get to your brand’s promotion. With desktops or laptops, people don’t mind as much when thy have to move from webpage to webpage to get to something. Mobile users prefer convenience, which is why they’re accessing social platforms from their mobile device to begin with.
Design your graphics for mobile
Be sure font sizes are legible. You don’t want people to have to zoom in to read you’re promotions. Be sure to design so mobile users can read it easily. Typically, social assets are designed for desktop or laptop experiences and then it’s backed into for mobile. Instead, design for mobile first and then back into desktop and laptop experiences.
Test various mobile platforms for understanding
iPhone and Android users can’t click on the captions of individual photos you’ve posted in a photo album on Facebook. This is useful information if you want to drive mobile traffic in. This is just one example of the differences for mobile users. You need to understand how each platform is affected by mobile use so you can post and accomplish your goals.
Brands and audiences are different. Before transitioning to a different way of creating and posting content, do some research by interpreting your metrics and understanding where your engagement is coming from. Learn which demographics use mobile more than others.
One brand found that it has males 18-34, almost 75 percent, who engage with its content via mobile. The brand made assumptions based on this and tested some content around the assumptions.
Use your analytics for testing, measuring, analyzing, optimizing, rinsing, and repeating.