Social media marketing: Tricks and treats to watch out for!

Halloween is approaching… have you got any marketing skeletons in your closet?

In the world of social media marketing, there are treats that help your business thrive and grow authentically, but there are also tricks that can damage your reputation and lead to long term consequences.

Let’s get into the spirit of the season and look at which social media marketing tactics to celebrate and which tactics to sweep away with your witches broom!

Treat: Authentic engagement

One of the sweetest treats in social media marketing is building genuine connections with your audience. Respond to comments, show appreciation for user generated content and create conversations around your brand. This two way communication builds trust and loyalty, making your audience feel valued.

Why it’s a treat: Authentic engagement strengthens your brand’s community, creates lasting relationships and encourages organic growth. Plus, social platforms reward meaningful interactions, so it's a win win!

Trick: Buying followers

It might seem like a quick way to boost your numbers, but buying followers is a trick that can backfire. Fake accounts or bots won’t engage with your content, meaning your posts won't reach real, interested people. Plus, platforms like Instagram are cracking down on this shady practice and your account could be penalised.

Why it’s a trick: Buying followers damages your credibility. Brands with inflated numbers but low engagement (tust me, we can spot this a mile off) risk being seen as inauthentic or irrelevant. You’ll also lose potential trust from real followers when they notice the fakeness!

Treat: Persistence and experimentation pay off

Success on social media doesn’t happen overnight—it’s a long game that rewards persistence and experimentation. Trying new content formats, tweaking your strategy based on analytics and consistently showing up for your audience can feel like hard work BUT it’s the kind that really pays off. Every bit of effort helps you learn what resonates and ultimately grow your community.

Why it’s a treat: The real "secret" to success is consistent hard work and a willingness to adapt. When you invest the time and energy, you build an authentic, sustainable presence that stands the test of time. Plus, it helps you discover what makes your brand truly unique, which is a powerful tool for growth.

Trick: Insta “Gurus” selling the secret to going viral

We’ve all seen those self-proclaimed “gurus” promising the ultimate secret to social media stardom. They claim to know the exact formula for going viral, and, if you just buy their course, you’ll explode overnight. Spoiler alert: there’s no one size fits all secret to social media success and anyone promising instant fame is likely tricking you into a quick sale.

Why it’s a trick: Viral success is unpredictable and depends on a variety of factors. Rather than relying on “gurus”, invest your energy in understanding your audience, creating quality content, and growing your presence authentically. Building a genuine following takes time and strategy, not shortcuts.

Treat: Ethical Influencer marketing

Partnering with influencers who share your brand’s values is a fantastic way to reach new audiences. Look for influencers who genuinely use your products and believe in your message. Ensure that any collaborations are transparent by using proper disclosures, like #Ad or #Sponsored, so followers know when content is promotional.

Why it’s a treat: Ethical influencer marketing is built on trust, which leads to meaningful connections and long term brand loyalty. When done right, it feels less like selling and more like storytelling—something audiences appreciate!

Trick: Misleading or over promising

Creating enticing content is key to capturing attention, but beware of crossing the line into misleading territory. Exaggerating what your product or service can do or promising unrealistic results might gain short term traction, but it can lead to long term disappointment and worse, a damaged reputation.

Why it’s a trick: Misleading content lead to dissatisfied customers. If consumers feel tricked, they'll be less likely to trust you again and bad reviews can spread fast online.

Treat: Data driven content strategy

Using insights and analytics to guide your content strategy is a true treat. By paying attention to what works and what doesn’t, you can fine tune your posts to better meet the needs of your audience. It’s all about serving them the content they love while staying true to your brand’s voice.

Why it’s a treat: Data driven strategies help you understand your audience on a deeper level, leading to more targeted content, higher engagement, and a more loyal following. Plus, it takes the guesswork out of content creation!

Trick: Manipulative scarcity tactics

We’ve all seen it - posts that scream “Hurry, only 3 left!” when that’s not really the case. While creating a sense of urgency can be effective, customers can sense when scarcity tactics are exaggerated or simply untrue. This can really damage your brand’s integrity in the long run.

Why it’s a trick: Dishonest scarcity tactics might boost short term sales, but they ultimately undermine your credibility. Genuine offers will drive sales without the need for manipulation.

Treat: Inclusive and accessible content

One of the best treats you can offer is creating content that is inclusive and accessible to all. This means using alt text for images, considering colour contrast for readability and ensuring your captions are clear and easy to follow. It's also about recognising the diverse makeup of your audience and making sure everyone feels represented.

Why it’s a treat: Inclusive content not only reflects your brand’s values, it shows your commitment to serving all of your audience and ensures no one is left out of the conversation.

Trick: Over automation of interactions

Automation can be handy, especially when scheduling posts or responding to common questions. However, relying too heavily on automation, like auto DMs or generic replies to comments, can make your brand feel robotic and out of touch. People crave human connection. Too much automation can make them feel ignored.

Why it’s a trick: While automation saves time, it can damage your brand’s authenticity if overused. People can spot canned responses from a mile away and it’s often seen as impersonal. Balancing automation with personal engagement is key!

So this Halloween, make sure your social media marketing is filled with treats, not tricks!

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