How To Make Use Of Social Media Search Engines To Market In Singapore

social media search engines

The name “social media search engines” confuses many people. When you search for the term on google, you will get tons of results for search engines that merge various social media platforms in their results.

Most business owners and marketers search for the term, social media search engines, to get information on how to increase the online visibility of their business through social media. And that is what we will discuss in this article. It will be about boosting the SEO of each of your social media platforms on a step by step basis so that you can target your audience on the social media platforms they visit frequently.

Is Social Media Advertising Fading?

Some marketers in Singapore state that social media marketing is vanishing and the only means to become successful is using paid ads. It is because paid ads on social media perform well – not because social media is disappearing.

This opinion is wrong and untrue. Yet, social networks are being used by more than 2.5 billion people worldwide.

So, how can you use social media search engines to benefit your business?

social media search engines

Succeeding on social media essentially is similar to other types of search engines. This is because using social media to search is at its core similar to using Google to search.

Just like Google, the quality of your content has a great significance on the algorithms used by social media platforms. Various factors influence the quality of content on social media profile. We will discuss some of them here.

Valuable Content

The most significant part of SEO involves offering relevant content to consumers, and this applies to social networks too. Because of the nature of social platforms, if you give people valuable content, they will pay attention, engage with you, and follow you. You can do this through some of these ways:

  • Sharing or publishing helpful and relevant content regularly
  • Expounding on the latest business trends
  • Providing valuable resources in your niche

Later, you will need to analyse the results (following, comments, shares, likes) to determine the best strategy to boost your business on social media search engines. And like other search engines like Google, you will need to monitor your:

Analytics

After determining the strategy to use, you will need to test and measure its performance using the metrics mentioned above. This will assist you to determine whether your social media search engine strategy is working.

However, do not forget that social media marketing carries only half of the picture. The analytics of your website carry the other half. On the analytics of your site, you will want to determine whether you are generating traffic from your social media pages to the website. If yes, are they bouncing off or they are engaging with the site? If they engage, do they look at all the content on your website? And much more…

In brief, Google Analytics shows you if your social media marketing strategies turn your followers into real customers and generate profits to your business or not.

Visual Content

Videos and images are now a crucial part of quality content in social media. In the previous years, visual content was used as a cherry topping of the cake, but now there exist social media platforms that are entirely grounded on visual content like Instagram. So, it is advisable to put more focus on visual social media content.

Hashtags

The importance and usage of hashtags vary per each social media network, and the developers have the right to change them. For instance, LinkedIn started using Hashtags in 2016 in their mobile app. Using hashtags was pointless before then.

Hashtags have a crucial role in search engines for social networks. You only need to understand the strategies on how to add your business updates and posts using hashtags. Well-thought hashtags can assist you to come up with new clues for sharable content.

The way you use hashtags in different social media platforms’ search engines varies. The maximum character length and number of hashtags varies from network to network. Here is some data from some studies showing the hashtag differences in various social media platforms.

  • Facebook

The optimal number of hashtags is 1, and the optimal length is six characters.

  • Instagram

The maximum number of hashtags on Instagram per post is nine while the optimal length ranges from 21 to 24 characters.

  • Twitter

The optimal number of hashtags on Twitter is one while the maximum hashtag length is 18 characters, 3 is the minimum length.

Our view

Facebook: Here, the hashtags are few. We can postulate that platforms that have more hashtags attract young audiences. Olde people are more attracted to platforms that contain few or do not have hashtags at all. Currently, Facebook is attracting the older generation that is not acquainted with hashtags.

Instagram: Instagram allows the highest number of hashtags per post compared to other platforms. This is because it tends to attract younger audiences who love using hashtags.

engaging the top social media agency in singapore

Twitter: Hashtags that are 3-character long are very common on Twitter. It is because acronyms for most three letter phrases are commonly used for hashtags. So, if possible, it is advisable to use a 3-letter acronym that your audience is familiar with rather than an 18+ character hashtag. For instance, you can use SEM instead of search engine marketing. However, it is advisable to use acronyms that your audience is familiar with because it will not attract engagement.

We recommend that you don’t assume the significance of hashtags because they are basically extra keywords for your content to display when people search on social media search engines.

Engage with The Audience

It is not surprising to hear that you must engage with your audience so that they can engage with you. But how is this related to social media search engines? Here are some ways through which you can engage with your audience:

Increasing brand awareness: if you can be able to add a comment in a manner that targets your brand uniquely and originally, then you can enhance the awareness of your brand to your audience and keep them engaged.

Sounding personable: Most brands make the mistake of promoting too much on social media and sounding too cold. Nobody likes to engage with such brands. They love following brands or people they can associate with. So, try to engage your visitors by posting content that don does not focus much on brand promotion. Your content should be based on the needs of your audience.

Do anything that satisfies the needs of your audience to keep them engaged. Whether it takes being angry, funny, or sad, do whatever it takes is the situation calls for it.

Speed: Engaging with your audience through comments on social media is critical, primarily Instagram and Facebook who utilise engagement as one of the key metrics in their algorithm for ranking content that will be displayed in the newsfeeds of your followers. Increased participation can also assist you to determine the prominence of posts on the Explore page on Instagram.

So, you may need a social media marketing expert to analyse and react to the comments quickly. The faster you do it, the faster the audience engages too. Failure to engage with the consumers soon enough will make your post to fade quickly in their minds.

Brand Identity

The newsfeeds page on social media is a crowded place. So, consumers are always deciding on what they want they need and don’t need in them. The identity of your brand must overcome that of your competitors to avoid the risk of them disengaging. You don’t want your brand to seem like an imitation of other popular brands. You can do this by considering some of these ways:

  • Use various social media platforms to create a unique and clear brand identity.
  • Make individuals feel good about your brand and themselves during holidays and major events to create a fun video that centres around your brand.
  • Top marketers use various strategies to achieve a particular worldview that induces an ethnic reaction from consumers. This, in turn, boosts your brand awareness while satisfying your customers.

As mentioned above, one of the best approaches to enhance the awareness of your brand is by using strong emotional language that your audience can identify and understand. For example, posts like “everyone who knows the benefits of social media in content marketing is awesome!” will generate you the highest number of engagements.

The algorithm used by social media also grounds on this. When people interact with certain brands, they tend to receive more similar posts on their news page. They will even come across more customised posts of this related content. It fulfils the objective of social media to maintain users online for a more extended period.

So, as an online marketer, you should use this behavioural pattern shown by social media to benefit your business.

Lookalike Audiences

These are the individuals who have similar interests and demographics as your existing customers. The audience is created based on the social media search engine’s algorithms. Lookalike audiences intend to assist you to link up with other viewers who are similar to your social media users.

You only need to give Facebook the email addresses of your ideal clients, and they will identify other people with similar interests and demographics. Then you can use ads to direct them to your social media pages or your website. This method will assist you to develop a suitable following over time.

Use Influencer Marketing

A study conducted in Singapore indicates that 94% of digital marketers see influencer marketing as an effective strategy. It is not hard to see since even the most famous brands like Rolex and Nike highly depend on influencers to market their brands.

Utilising the best Singapore influencers to market your products and services is even more crucial now, as some users of the internet have developed a trend of ignoring all ads completely.  Ensure that you research your target audience. Most likely, they will ignore and block your ads. So, think about using influencers as an alternative to social media ads.

Use Mobile Marketing as A Long-Lasting Approach

A sure way of increasing your short-term and long-term traffic is enhancing the user experience of your mobile device users. After all, nearly all consumers will be using mobile devices.

Remember the Core Objective of Blogging

Don’t forget that the essence of social media is blogging and the essence of blogging is social engagement. Get rid of the typical mindset that blogging involves content marketing alone.

Take your blog as a personally customised social platform. Your visitors are on social media, but when you engage them with your blog like on social media, you will generate more traffic from your social media pages. If you offer valuable and helpful content, visitors will always come back for more.

Connect with Your Audience

Consider this: you cannot address a 50-year old man the same way as a 15-year old boy. So, you should also understand the age groups that various social media platforms favour, or where they are headed in future.

The favourite platform for marketers varies after a few years. What is crucial is to determine the networks that are frequently used by your target audience and the reason behind that. It is also critical to have a multiple-channel strategy. Individuals utilise different social media platforms’ search engines for various purposes.

However, all these needs you to understand your target audience. You can learn their average age by looking at the platforms they like using most.

These are some of the social trends today:

  • Older ages are increasingly adopting Facebook
  • All age groups are using Twitter since it is a source of news
  • Instagram is getting taken by the youths
  • Snapchat is for late teens
  • Pinterest is mostly for Women between 20-30 years

When you know your audience, you can concentrate on the networks that connect with your target audience more efficiently.

Conclusion

There are very many similarities between traditional search engines like Bing and Google. However, there are significant differences that you need to keep in mind. We hope that the information in this article will help you make use of social media search engines to market your business successfully.

Get in touch with us for the best social media marketing services in Singapore.

Author Bio

Tom Koh is widely recognised as a leading SEO consultant in Asia who has worked to transform the online visibility of the leading organisations such as SingTel, Capitaland, Maybank, P&G, WWF, etc. Recently he was instrumental in consulting for a New York-based US$30B fund in an US$4Bn acquisition. Tom is a Computational Science graduate of the National University of Singapore. In his free time he performs pro-bono community work and traveling.
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March 26, 2019

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