Breaking Down Social Media Myths

We’re setting the record straight about posting on social media and are ready to help you create stunning video posts your followers will love.

Social media is a marvelous tool brands can harness to create and nurture ties with their target audience. Yet, at the same time, this digital marketing avenue is shrouded by a cloud of many FALSE myths and quite a bit of complexity. Yet, with Chant, you can navigate social media marketing with ease and start enjoying the sizeable return on investment social posting can afford.

Today, we’re breaking down 10 of the most common social media myths, so you can start using Chant to seize this magical marketing opportunity.

1. Social media marketing is free, yet complex

One of the biggest social media myths is that reaching and engaging your target audience is extremely complex, which should outweigh the major plus of its non-existent cost. This could not be further from the truth.

Successful social posting requires a certain degree of skill and access to resources (time, human and money). Your brand’s social media marketer must be able to:

  • Gather and analyze data on your target audience, their social behavior, likes, dislikes and more.
  • Create and/or curate content based on the analyzed data, and edit the content into creative, compelling and motivating posts that are aligned with your brand’s identity and language.
  • Create versions of each post that meet the unique style and requirements of the various social channels (shorter posts for Twitter, image-based posts for Pinterest and Instagram, posts that integrate text, images and video for Facebook, etc.).
  • Ensure that your brand’s posts are optimized for search, multiple multimedia formats and device types – mobile, PC, tablet, etc.
  • Use content calendars and scheduling tools to streamline and automate posting.
  • Monitor and measure the results of your posts, to determine what works, and what doesn’t.

With Chant, you can seamlessly and effortlessly engage in all of the above tasks and more, at a negligible cost. So, while social media is a powerful marketing partner that should definitely be adopted, you must ensure your brand is equipped to take on this tall task, before launching a social presence. Using Chant will enable you to do just that, and more.

2. All the “large” accounts pay for their followings

While some brands may venture down this pathway, in no way is it common practice among brands with larger accounts. This is in part due to the fact that buying followers and likes tends to encourage an inauthentic, spam-like, well, following. Not exactly what you want for your brand, as these “bought” followers are not actually interested in the products and/or services you have on offer. They’re just doing what they’re paid to do: follow you.

Conversely, many brands feel that their organic social activities are not able to reach and engage with members of their target audience to their liking. As such, they DO turn to paid or promoted social posting, as a means of increasing their visibility – getting them to be seen by social users who will likely be interested in your brand’s offering. If your brand’s marketing budget allows, this is a good practice that can help you increase your engaged following, your sales margin and your ROI.

3. Posting on social media will be your brand’s magic ticket to success

Social media is a highly effective channel for your marketing campaigns, but it is not a guaranteed magic solution for every brand. You need to learn exactly what types of content are most effective for your type of business, which channels your target audience is on, how often to post, when to post, what to post – and then implement it all, hope for the best, and know that you will need to continuously optimize all these processes to reap maximum social media rewards.

And, when all is said and done, search still outperforms social, every time. This is particularly true with respect to referral traffic, as search drove 35% of site visits vs social’s 26% share of visits in 2017. So, if you haven’t engaged in proper SEO tactics, you might as well kiss your coveted social media success goodbye.

4. You need to post on every social channel

It is never a good idea to be a “Jack of all trades, but master of none.” If you endeavor to post on every social channel, you will likely wind up spreading yourself too thin, engaging in less effective content creation and curation and forging less impactful relationships with members of your target audience.

It is wiser to select a few social channels to post on – the ones on which the greatest percentage of your target audience is already on, and work really hard to create deep and meaningful connections with said target audience members, ones that will drive click-throughs and conversions. Eliciting a larger number of shallower connections on as many social channels as possible, simply will not lead to the sales and marketing results your brand seeks and needs.

So, how many channels should you post on? The jury’s out on this one. Some say posting on one or two channels is best, while others say you can select more channels to post on, but not to exceed four or five. What’s most important is to choose your social channels strategically. If you’re selling a product, image-based channels like Instagram are a must. And if you’re selling a concept or a service, channels that allow longer-form posts, like Facebook and LinkedIn should definitely be considered.

5. You can post identical content on every social channel

Creating a single social media post that you publish on all your social channels may seem like a great, time-saving strategy, but doing so can be quite harmful to your brand in the long-run. This is because the various social networks have their own posting styles, requirements, and usage patterns. A 500-word blog post will not work on Twitter, which has a limited character allowance and may be less engaging for Facebook followers whose interest is best piqued with short texts and video content. A long-form post about your brand or a relevant topic would, however, be of interest to users on LinkedIn or Medium (an open blogging platform with a wide range of subjects).

If you want to post about the same topic on multiple social channels, more power to you. But you’ll need to tweak the content to match the channel on which it will appear.

6. Persistence and dedication are more important than strategy

It is true that you need to work hard to achieve any goal, social media results, included. But, without a proper content marketing strategy, all that work will be for naught. Most critical to your brand’s social media success is how you position yourself as an industry leader, one that is clearly distinct from other market competitors. Take the time to plan your strategy, so that you don’t wind up wasting time and energy engaging in all that hard, albeit misdirected work.

7. You need to post as much as possible

Your target audience is one that is interested in your brand, not one that needs a constant reminder of what your brand is. Post regularly, but do not bombard your followers with posts, as this can, unfortunately, deter them from continuing to follow you in the future.

How often should you post? Well, that depends on the nature of your brand, and your own personality as a social media marketer (or that of the employee who runs your social media accounts). If your brand is highly trendy and extroverted, posting more often and on “shallower” channels, like Twitter or Snapchat may be up your alley. But if your brand is more high-brow, professional-forward, or low-key (or you or your SMM are more introverted), posting less often, yet deeper and more impactful posts on social channels requiring fewer touch points, like LinkedIn, Medium, or Pinterest may be a better choice for your brand. For more information on optimal posting regimens, click here.

When the content is good and directed at your brand’s ideal target audience, you can post as often as you see fit for your brand, and your followers will remain dedicated to your cause.

8. Posting on social media will lead to engagement, every time

Unfortunately, the mere act of posting on social media does not guarantee follower engagement. In fact, content engagement has dropped by 50% in the past three years, despite the fact that social media marketing has a 100% higher lead-to-close rate, as compared to more traditional marketing methods. This is because posting content that is boring, irrelevant or devoid of added value does not encourage social media users to engage with your brand. Au contraire, it can cause many a follower to disengage and avoid your brand like the plague.

What can you do? To drive engagement, you need to create high-quality, compelling posts that respond to a particular need, without being overly lengthy, technical or complex. And it can’t hurt to run ads that lead to your best content, so that new and existing followers can join your brand’s ecosystem and be converted into potential new customers.

9. Your posts should be about your products and/or services

While brands do continue to post about their products and/or services on social media with the expectation that social users will listen, engage and convert, creating large amounts of offering-oriented posts can come across as aggressive and wind up distancing target audience members from your brand. Not good.

The fact is, more often than not, your target audience members don’t want to see posts about your products and/or services. They are interested in your brand and will turn to you when they are ready to purchase. What they want out of your social posts is ADDED VALUE, not a repurposed brochure.

Use your social posts as a platform to serve as a thought leader for your industry. Get personal about your brand, employees, work practices. Provide tips, tricks and hacks. And most importantly, tell a story, one that will draw in your followers’ ears, capture their attention and remind them that you are more than your offering. You are the master of your industry, creating and nurturing trusting customer-brand relationships.

10. You don’t need videos for your marketing campaigns

Video content is trending on social media, big time. It is the simplest, most straightforward way for your brand to demonstrate your offering and added value to your target audience, capturing their attention in mere seconds. Views of branded video content increased 99% on YouTube and 258% on Facebook in recent years. And on Twitter, a video Tweet is 6x more likely to be retweeted than a Tweet containing a still photo. So, if you’re not harnessing the power of video content for your marketing campaigns, your brand’s social strategy could use some rethinking.

Creating video content not your area of expertise? Not to worry, technological solutions, like Chant, are designed to make your video content shine on social media.

Chant can help you take your brand’s social media marketing to the next level

We know just how important posting on social media marketing is for brands in 2019, so we’ve designed a wide variety of stunning templates, complete with titles, logos and effects, to help you create engaging video content in mere minutes. Our templates and available titles and special effects will inspire you to get creative, create new and more content and connect with potential and existing followers on new and deeper levels, so your brand can thrive. For more information, visit


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