Brands today are having a harder and harder time reaching their target audiences on social media. Channels like Instagram, Facebook, and now, Twitter (though it’s still an option you can turn off) are using algorithms to push the most ‘relevant’ content to the top of users’ feeds. This usually means posts from friends and from the pages you interact with most frequently. For example, in addition to your friends’ photos, maybe you frequently like and comment on stories from your local coffee shop’s Facebook page. You have probably noticed that at least one or two posts from that coffee shop appear on your Facebook feed every day, often with likes and comments from people you don’t recognize. Later, you click over to your own company’s Facebook page and the same three people have liked your latest post – and the post before that, and the post before that… What gives?

Just as you regularly see your local coffee shop’s social media content, your Facebook content appears front and center on your “super fans'” news feeds. While you may be eager to find new audiences, you also don’t want to brush these loyal fans aside.

Here are 4 ways to reach new audiences without alienating your current followers:

1. Embrace your super fans. In addition to throwing you valuable support in the form of likes and retweets, your super fans are likely your company’s biggest advocates. Show them your appreciation with some swag or a shout out on social media and don’t be afraid to ask for something in return. Invite them to post a selfie in their new branded t-shirt, or invite them to your headquarters for a look “behind the scenes.” They will be happy to share, and you will be happy with the new audiences you can reach through their personal followers.
2. Try a social media takeover. You know how important it is to maintain a consistent voice and personality across your social media channels. But what if you could add a new voice into the mix without compromising consistency? Recruit one of your employees (maybe even the CEO) to “take over” a social media channel for the day (Twitter, Instagram, and Snapchat work best). For a social media channel takeover, the more direction the better. Have him or her highlight their daily routine or experience at an event, or share thoughts on a specific topic that impacts your company. Watch out for controversial issues and Q&As that could backfire. And unless he or she is very social media savvy, it’s best that your social media manager or agency handles the actual posting. Be sure to plan ahead of time, and this fresh voice and perspective could be just what your social media strategy needs to attract some new followers and delight your current fans.
3. Analyze this, analyze that. Your social media program is working hard to not only engage and entertain, but to move the needle for your company. One of your top goals should be to drive visitors to your website, but did you consider that those same visitors could also help you grow your social media audience? Take a look at your website visitors from social media sources. How many of those clicks were from new vs. returning visitors? Exploring what content generates the most clicks by first-time website visitors can help guide your content moving forward.
4. Run social media ads. Competing for users’ attention on social media is becoming more and more a pay-to-play effort. In addition to the organic strategies above, social media ads will help you tap into new audiences without alienating (or irritating) your current followers. You can even create audiences on Facebook and Twitter based on your web traffic or contacts list. With a careful strategy and budget in place, social media ads can take your program to new heights – in users’ newsfeeds.

The next time you sigh in frustration over seeing the same few users interact with your company’s social media content, take a deep breath, and say thanks! Then try one of these strategies to reach new social media users and watch those super fans grow. Need help getting started or crafting the right social media ads campaign? Drop us a line!